The Strategic Research On Frestech's Marketing Distribution Channel

With the consistent development of the technologies of Chinese refrigerators, refrigerators industry has already become one of the most competitive and most market-based industries. Chinese refrigerators firms are among the top level world wide in the fabrication technique and product performance field, and their independent researching ability is also leading the world. China has become a home of household appliances, a great country of consumption and a center of manufacturing. At present, Chinese refrigerators industry has entered a new stage of development; the urban refrigerator market has transferred from saturation into the state of upgrade of products. Under the cultivation of macro policy, the popularity storm is launching fully in the third or fourth market. Although the Chinese market is currently firmly occupied by Chinese domestic brands, with the rapid growth of overseas brands and pouring in of private funds, the competition of refrigerators market is made much more severe.As the leading firm in the line of Chinese refrigerators, Henan Frestech Corporation was greatly promoted after restructuring in the recent two years. However, developing of pioneer products is apparent slow, which will definitely be a great threat if this problem is not solved very quickly. Facing the problems of upgrade of products in the primary market and the rising of Purchasing power in the third and fourth markets, the question of how to go from strength to strength with its own resources should be focused on.According to the new competition structure, rising of needs in current Chinese refrigerators market as well as the current status of Frestech's marketing channel, this thesis , from the angle of the development history of Chinese Refrigerators line, analyzes not only the features of this line , the current development status, but also the consuming behaviors and developments. The conclusion about the new direction of development can be made then. By studying the different operational modes of marketing channels, a comparative analysis of Frestech's marketing channel is made. In the end, according to the study on the history and current state of Frestech as well the SWOT analysis method, this thesis expounds the improving measures and advice about Frestech's marketing channel and provides some advice connecting the new products development...