Study Of The New Company Western Small Appliances Domestic Market Sales Channels

Guangdong Xinbao Electrical Appliance Holdings Co.,Ltd ( hereafter "Xinbao Electrical" ) is a company professionally manufacturing western electric appliance. 12 years development has made Xinbao develope from a small private workshop to a large small household electric appliance manufacturing base in China. In 2006,the main business income of the company broke 3.5 billion RMB, and 95%of the product were exported to abroad. Exports of small electric appliance of this company ranked NO. 1 in our country. The overseas market has been healthy and rapid developed. However how to succeed in the highly competitive domestic market.is still a primary task for Xinbao in the coming 3 years. This paper analyzes the domestic-market distribution channels of Xinbao from the point of marketing channel and seekes theoretical support and guidance and then proposed the new model of domestic-market sales channels for Xinbao.This paper is divided into six chapters.Chapterlis an introduction presenting the background and significant of the research and introducing research methods used in this paper and the main content. Chapter 2 describes the theory of marketing channels and analyzes the relevant theory from the point of concept of channel marketing; structure and the right of marketing channels. Chapter 3 analyzes the current situations; prospects competitive conditions and the distribution channels of the western small appliance. Then lay out the external trade environment facing Xinbao. Chapter 4 introduces the developments of Xinbao as well as the positioning of its products and current marketing channels. Chapter 5 comes up with a new distribution channel strategies and new modes for Xinbao and makes analysis for result of the optimization of the distribution channels. Chaper 6 makes a few conclusions.This paper discusses the various aspects of the sales-channel in domestic market of Xinbao, a company professionally manufacturing western electric appliance, and presents the useful strategies for Xinbao in the practice of sale. We expect this paper can make positive role in thedomestic market development of Xinbao.