Jinan Triple Trading Reverse Channel Control Strategy

Economic globalization has become the mainstream of world development. The global competition has already been formed. After the recession into WTO, Chinese market becomes a new part of the international market. At the same time home appliance industry enters the buyer's market and the consumers become dominators in the market. The multinational home appliance retail giants compete with the local retail enterprises on one stage. On such market conditions the competition among the enterprises has turned into the competition among the whole sales channel. To survive and grow in the competition, implementing the sales channel controlling inversely is a necessary option for San Lian.Both here and abroad academia research marketing channel configuration channel behavior channel relation and channel benefit etc from the suppliers position. There are seldom literatures to research implementing channel controlling from the retailers' position. Only few existing ones investigate such problem from the game standpoint. It is the viewpoint of cooperation and win-win that is the innovation of the paper to study such problem. The methods of theoretical investigation, case study and comparative research are used to investigate how retailers implement sales channel control inversely. Above researches provide San Lian Company with reference.The study of the problem is developed thoroughly step by step. Market channel controlling theory is reviewed to provide theory gist. And then the character of Ji Nan home appliance marketing is analyzed carefully from macro and minor point of view in the combination of theory and practice principle. Through the research and study on the spot the shortcoming and cause of San Lian's sales channel controlling is discovered and the measurement is ascertained. The countermeasure that the company should take are enhancing the ability of channel controlling, building alliance with suppliers, reducing conflicting of channel and building its own brand.On the condition of channel power transferred and modern marketing conception appears sales channel controlling inversely is a right option. But with the economic...