A Study On Channel Management System Of Domestic Appliances Business Unit In PH Corp.

With the coming period of consumer's market, the competition between enterprises becoming more and more fiercer. Competition covers from advertising, price, brand, promotion and now to distribution channel. The competition in distribution channel focuses on the coordination to the members of the channel so as to improve the operation efficiency. This thesis takes a top 500 strongest company of the world as an example, aiming to find a way to improve channel management effectiveness through the study to its channel management.The thesis is divided into five parts. The first part is the introduction to background of channel's innovation, and the intention and the structure of the thesis. The second part reviews relative theory of distribution channel management, and brings forward the problems existed in the distributor management. The third part mainly presents the domestic appliances industry and the domestic appliances business unit in PH company. The fourth part is the introduction to the present distribution channel of PH domestic appliance company and the way it establish its distribution style when coming into a new market. And then it analyzes the connection way of PH company to its distribution, which composed of four modules—management system, organization structure, supplying chain and retail management. The last part is the conclusion.To sum up, elaborated designed and innovative channel management will add more value to distribution channel and also make contribution to the improvement of core competitive advantages of the enterprise. Building seamless connection channel management system between the manufacturer and the distributors is the necessary and effective way to improve the manufacturer's control power to the channel under the managerial distribution channel style. The building and implementation of seamless connection system not only strengthens the market control of the manufacturer as a core member in the channel, but also optimizes the resources collocation of manufacturer and distributors, which enables the manufacturer and distributors become alliance partners. As a result of implementing the system, the competitive advantages of the channel are enhanced and both the manufacturer and distributor would get the best benefits.