The Marketing Channel Improvement And Management Of Electrolux(China) Co.Ltd. Jiangxi Branch

Electric home appliances industry is one of the well-developed industries in China, which including refrigerator industry, Market competition is becoming more and more fiercer. Domestic home appliances manufacturers share the nearly same brand reputation and technology, performance, quality, price, promotion and after sale service except marketing channel management. Therefore, the construction of marketing channel has become the key resource of an enterprise when it takes part in the market competition, and the growing importance of the channel has been standing out.At present, theory circles has published some theory monograph, treatise and summing-up of experience, but most of them are all about the discussion of common problems and the direction of macroscopic field, the guideline that is how to operate marketing channel tactics in the concrete market circumstance is not strong. So, it is necessary to study the concrete marketing channel tactics about household appliances industry.Author reads a lot of information on the basis of field research, using qualitative and quantitative methods of combining to complete this paper. First of all, the thesis introduces related theories, including the theory of marketing channel, competition theory, motivation theory and decision-making methods of evaluation; Secondly, comprehensively analyzes the internal and external environment of the Electrolux Jiangxi branch; Thirdly, states marketing channel development process and three main channel models of domestic home appliances industry, and deeply studies the status and problems of the Electrolux Jiangxi branch marketing channel; Finally, on the basis of the above analysis, the paper formulates the proposed channel improvement program for the development of Jiangxi branch ,which focuses on channel program design, the choice of channel, channel performance evaluation, channel conflict management and team building, etc.Past, the Electrolux Jiangxi branch neglected marketing channel construction, the traditional channel model has not adapted market development, which has seriously hindered the closer development of the company. The new channel improvement program meets the actual situation of the company, laying the foundation for the Jiangxi branch to a new level.