Research On Channel Strategy Of Guangdong WH Electric Company

Place is a very important element of Marketing Mix (4Ps). As one marketing tool, it has not been attached much importance to channel strategy for years. With intensifying of market competition and rapid changes of marketing environment, it becomes more and more difficult to obtain sustainable competitive advantages for enterprises. Rapid expansion of home appliance chain stores wears off more and more factories'discourse power. Some medium and small enterprises even exit markets. The efficiency of Place will directly determine whether enterprise can directly distribute the products to consumers rapidly and effectively and the channel strategy is hard for competitor to imitate within the short term. That is the reason why there is a saying 'Getting Place Get the World' among electric industry.This thesis is taking fuel appliances (gas water heater, stove, etc) of Guangdong WH Electric Co., Ltd. as specific research object to study the channel strategy of fuel appliances by using the relevant theoretical knowledge. First set forth the theory of channel strategy and then make general analysis on WH Company. Finally give advice and make suggestions and draw conclusions through studying its channel environment and strategy.The analysis in the paper shows that its channel strategy met the company actual situation in the past and was suitable for the marketing competition environment of that time. The proper use of channel strategy has played significant positive role in the WH's development process. Thereby taking proper channel strategy has mainly made WH succeed overall. Through analyzing the WH's channel strategy generally, we can see that there are still some short comings within its channel strategy. Fuel appliances enterprises only can remain invincible situation in the competition and adjust to the needs of future market competition by improving channel strategy level generally.