The Study On Evaluation And Improvement Of The Marketing Channels For Electrolux Small Appliances

With the deepening of China's reform and development and sustained economic development, many multinational companies, have entered the China market, Electrolux is one of the one, and small household electrical appliance industry as the opening of China's first market and one of the highest industries, their competition is very fierce, and as a household appliance industry marketing lifeline of the marketing channels, the competition is fierce. Therefore, strengthening the management of marketing channels for household electrical appliance enterprises to maximize the occupation of the market, has made good sales performance is of great significance.Electrolux as multinational companies in China after entering the market, how foothold in the market, to develop and grow, Shaanxi market at the same time the commercial capital, the rise of new television channels direct the development of e-commerce, as well as existing marketing channels Higher costs a lot more realistic and therefore Electrolux small appliances in the new form of the products, the successful marketing and the establishment of strategic marketing objectives with the stability of efficient distribution channels, marketing channels and marketing channel strategy is more research particularly important.This paper uses marketing, management theories and methods to study the impact of small household electrical appliances company Electrolux Shaanxi market marketing environmental factors, use EFE matrix, IFE matrix on the external environment, internal environment a key element of Quantitative and Qualitative Analysis and Evaluation ; the existing marketing channels and strategic analysis and research. Fuzzy evaluation model on the use of small appliances Electrolux marketing channel model evaluation; introduction of the Game Theory and the retailer's long-term cooperation in the effective analysis, channel strategy and the motivation, conflict management and marketing channels, such as improving the content of the in-depth study. This paper presents a small appliance company for Electrolux Shaanxi market design marketing channels, improve management and marketing channel strategy. And the company's proposal for strengthening customer relationship management, and active in creating a sales force, such as a targeted strategy for the implementation of the recommendations of channels.