Tcl White Appliances Market In Hunan Channel Distribution Model Of The Optimum Design And Implementation

Distribution channels are a series of firms or individuals who Participate in the flow of products or service from provider to user or Consumer. Enterprises design different distribution channel mode in their different developing decades of the Products. On the same time, the mode is decided by the marketing strategy, and must be adapted to the enterprise inside and outside environment. The mode transformation of distribution channel is a systematic work. Construction of marketing organization, duty of each marketing post, performance appraising to marketing organization and encouragement to staff must match to the mode.The distribution channel mode of TCL white household electric appliance had been transformed three times. On the basis of summarizing the three transformations, the dissertation design the distribution channel mode of HuNan administration center, according to the SWOT analysis, the influential factors analysis of selecting distribution channel mode, the comparison analysis of history. The dissertation also illustrates the performance appraising measures, the encouragement measures and the particular executive measures.The dissertation is constituted of seven chapters. In chapter 1, it is introduction, and its content includes the question proposed, the summary of marketing channel theories, research target and research significance, research mentality and research technique. The chapter 2 presents the features of white household electrical appliance, including marketing features, industrial features and distribution channel features. The chapter 3 demonstrates the mode transformation course of TCL white household electrical appliance distributing channel. The chapter 4 analyses the present situation of distribution channel and the current problems in front of, including: the SWOT analysis, the influential factors analysis of selecting distributing channel mode, the comparison analysis of history. The chapter 5 designs distributing channel pattern of TCL white household electrical appliance, including: deciding the distribution channels strategy, selecting the distributing channel pattern, deciding the length and the density of the distribution channels. allocating benefits in the distribution channels. The chapter 6 illustrates the ensuring measures to the mew mode, including: the performance appraising measures to the marketing organization, the encourage measures to the staffs, the ensuring measures of executing the node. The chapter 7 is the concluding remarks.