Distribution Channels Of China's Household Electrical Appliance Production Enterprises Situation And Countermeasures

I. The purpose of this researchThis article aims to study China's major home appliance manufacturers in the status of the building distribution channels and their response will be marketing channel theory is applied to home appliances marketing practices, expectations on China's home appliance manufacturers in the control of all channel members, improve distribution capabilities, reduce distribution costs enhance the sensitivity to observe the degree of market has a positive meaning.At the same time, Samsung, Siemens, LG, Panasonic and other foreign brands of "localization" strategic inroads into the Chinese market, focuses on the Chinese household electrical appliance market in resource distribution channels. Household electrical appliance enterprises with foreign comparison, China's household electrical appliance production enterprises in the distribution channel design, marketing, channel management and terminal control and so there is a big gap, this research will contribute to China's household electrical appliance production enterprises based on their own characteristics, optimizing channel strategies, to improve the level of channel management and marketing execution.Second, the basic content of this articleThis study is based on the content of Changhong, Haier, TCL, Skyworth, Gree and other major household appliances manufacturing enterprises as the research objects, most of the household appliance manufacturing enterprise distribution channel systems still clinging to the traditional "pyramid" type of "agent system" sales model, there are channels for part of a bloated, the market sensitivity is low and channel management weakness and many other issues.How "cost effective" this everlasting principles of consumer shopping proceed to build a modern household electrical appliance enterprises scientific and rational marketing channel model is the direction of this study. Based on the analysis of China's major home appliance manufacturer on the basis of the status of marketing channels and pointed out that China's household electrical appliance industry, to build distribution channels in the successes and yet to be improved, in part to solve the problem with "price" as the axis, so that crossing for the purpose of maximizing customer value to build a modern household electrical appliance enterprises a competitive advantage with healthy new model of marketing channels.Third, the main contribution of this articleThe main contribution of this paper and its focus on innovation and research point of view point of the study content and research methods at three levels.Research point of view, many studies of the household appliances industry, distribution channels, experts and scholars came from the perspective of the producer or distributor of the perspective of building a channel strategy. This paper will study the line of sight from the manufacturers point of view to study consumer buying behavior, and their alienation from the cost-effective customer value maximization theory to start to analyze the consumer demand and its changes, to explore China's home appliance market, One, two, three,4 to markets in the road of innovation, using differentiated marketing tools to cope with a different personality on the market demand for consumer groups.The content of the study, many of the household appliances industry, distribution channels, experts and scholars came from a micro-level research to study the construction of channel strategy. In this paper, a strategic perspective to explore China's household electrical appliance production enterprises in one, two, three, four channels of the market to build the road.Methods in the study, many experts and scholars came from specific case studies to explore the distribution channels for home appliances manufacturing enterprises in the status quo and countermeasures. In this paper, using research methods combining theory with practice, when discussing the marketing channels of China's major household electrical appliance enterprises compared with the status quo Shihai method of analysis used in the same time, the application of the chart to make discussion more intuitive to understand. In this paper, research methods are:literature and data describing the research methods, statistical analysis and horizontal comparison method.