Kelon White Goods Marketing Channels Research

Electrical home appliance industry of our country develops rapidly for the queen more than twenty years opening to the outside world , has already entered industry life cycle maturation period, is also that electrical home appliance industry competition for the most sufficient , the most fierce period , the competition pattern of the trade has already entered monopolized the competition or oligopspny stage. Currently, the marketing channel is the electrical home appliance industries in the construction of this development stage,which is the focus of attention in this. Establish a strong marketing channels, and efficient channel management, dynamic channel adjustment are weapons which are the enterprises to improve market share, increase profits for business customers and enhance favorable brand of products , Electrical home appliance industry market competition of our country has resulted into the channels competition. Therefore, the efficiency of channels, channels can be controlled and enterprise products and commercial activities adaptability, the electrical home appliance manufacturers of the three major sales channels to choose elements. Master channels, decisive end appliance enterprises have become a consensus and marketing practice.This study environmental theory, cycle theory conflict, consumer revolutionary theory, the construction of channels for the theoretical basis, the use of empirical analysis and norms of combining research methods, in accordance with the "ask questions - analysis - to solve the problem," the basic ideas, research at home and abroad on the basis of Guangdong Kelon Corporation white electricity appliance marketing channel as an example, the Chinese white electricity industry competitive brand marketing channels were compared and analyzed. Then on Kelon's marketing channels in the development process as well as the problems that exist in the construction and future management channels were analyzed, and the corresponding countermeasures and suggestions with a view to constructing a suitable Kelon company develop their own channels to provide theoretical support.At the same time, the author seeks to pass this on the white electricity industry marketing channels to conduct in-depth research to China's white electricity for the industry to better address the marketing channel efficiency, management, and convenient, secure and other issues to provide more guidance and example of the theory, China's electrical home appliance enterprises to participate in international competition and realize internationalization supporting for certain theoretical.