Research On Flat Marketing Channels Of Chinese Household Appliances Industry

Chinese household electrical appliance industry has been developing rapidly for decades , which is now in the mature stage of the life cycle, and the most important performances are the intense competition, the popularization of products, becoming zero of the profit margins. And with improving progressively the living standards, consumer demand has become increasingly diversified. At the same time, homogeneity of household electrical appliances, household appliance price war making suffer simultaneously as well as a single means of promotion, make household electrical appliance enterprises find a way out from marketing channels. This paper is based on this background, discussing a series of issues on channels flat of the household electrical appliance enterprises.The purposes and significances of this paper ,the first is why household appliance production enterprises to choose channels flat model, which is a question makers are to choose initiatively to accept or change passively duo to the environment. Either from the transactions cost perspective of the contract theory, or from the efficiency point of view of the new brokers theory, or from reorganization perspective, all reaches the same conclusion, that is, household electrical appliance enterprises in the increasingly intense competition have to choose channels flat. Then, this paper researches on household electrical appliance industry how to carry out a flat channel, namely design and choice of channel flat. Once makers decide to adopt the flat channel model, choosing concretely which one. Finally, this paper took a forefront household electrical appliance channels flat as a case, analyzing roundly the new channel model. This paper uses method of combining standardized analysis and case studies. In this paper, the first chapter to chapter IV, the main method is data analysis, including review of the literature and concluding deficiencies of the traditional marketing channels. Chapter V, the method is the comprehensive analysis, after studying the previous theories and development of household appliances industry in Germany and Japan this paper sums up China's household electrical appliance industry marketing channel models, and its' lacks and the future trend of flat. Chapter VI, this paper analyzes comprehensively through case studies of a new channel model for a flat.In the whole process, this paper adopts the method of combining the theory and practice to give corresponding answers. This paper is also under the background where development of Internet is so rapid that companies increasingly rely on platform of information. Based on this, the paper concluded previous studies, and puts forward innovatively concept of channel flat and creatively puts forward new marketing channel model, and analyzes it through case research.