A Study On Gree's Marketing Channel Re-engineering

Household appliances industry is one of the most competitive and the earliest open industries in China, which has entered the mature stage of its life cycle after more than 20 years development. The industry structure is now characterized as oligopoly competition.Gree is a worldwide market leader in the air-condition manufacture industry. After the emergence of electronics chain stores like Gomei, and so on, Gree's market has been depressed and its market share decreases rapidly in the cities of first and second levels. After analyzing the challenge from electronics chain stores, the status quo of the Gree's present marketing channel, and the comparison between Gree's marketing channel and other air-condition manufactures' marketing channels, this thesis proposed a solution of channel reengineering to the abovementioned problem for Gree. The suggestion includes keeping interest-binding with the large dealers; maintaining intensive promotion policies; supporting the week dealers; broadening marketing channels; building channel power by implementing the pull strategy.