A Tentative Study Of The Integrated Marketing Channel For S Corporation

Economic globalization is the current theme of the development of the world economy, and global competition is inevitable. After accession to the World Trade Organization, China as a new component of world market is a global enterprises' major battleground, especially in household electric appliances, multinational giants in household electric appliances have access to the Chinese market and domestic appliance manufacturing enterprises are engaged in a fierce competition in the market. Meanwhile, the emerging of newly rising domestic - electronic - appliance marketing channels represented by Guomei and Suning, breaks Chinese original marketing channel pattern. The Chinese marketing channels of household electric appliance industry is undergoing major changes.More attention are progressively paid to marketing channels by enterprises, and inter-channel competition has become increasingly fierce. In face of the fierce competition in the market,there are so many problems for traditional marketing channel in household electric appliances to solve. For example how to establish an instant-reaction mechanism,how to realize the transition from traditional product-oriented marketing channel to a customer-oriented marketing network,and how to reasonally allot the little profit to marketing members,etc.In order to resolve the difficulties,the reintegration in marketing channels of domistic appliances is urgent.In the marketing sector, scholars from home and abroad have made great achievements in the theory of marketing channels, which are mainly on structure, relationships, as well as the effectiveness of marketing channels. However, as for the application of marketing channel integration of household electric appliances, there are seldom study. Even if there are some, the documents are just about the revolution of it and from the viewpoint of "game", which are inconsistent with our present situation of domestic electric appliance market. So based on a win-win cooperation, this paper applies some research methods, such as theoretical research, countermeasure research, and comparative research. Besides it offers S company reliable reference by a thorough analysis of marketing channel theory, present status of marketing channels of small household electric appliance industry and S's current status of marketing channels. On this basis,the author designs for the integration of S's marketing channels.This paper first studies marketing channel theory deeply to provide a solid theoretical basis for S's integrated marketing channels. According to the principle of linking theory with reality, the marketing channel status of small domestic electric appliance industry are analyzed. Through field research, and allowing for S's existing defects and the causes, integrated ideas and framework are determined. Moreover, a practical countermeasure study on the implementation together with the support and maintenance to integrated marketing channels are made.S is a company majoring in producing small kitchen appliances, therefore, its integrated marketing channels must be in accordance with the needs of small household electric appliance market. Considering the characteristics of small household electric appliances, network marketing, and the use of e-commerce must be enhanced. Only in this way can S company be invincible in the ever-changing market environment. In addition, this study provides some practical lessons and inspiration for transform and reform in marketing channels of similar household electric appliance enterprises.