The Appliance Industry Marketing Channels Influencing Factors

Competeing with market of global economy day by day fierce by development of technology, marketing irrigation ditch is pay close attention to by the enterprise day by day too, and become one of the its key development strategy. The channel is to undertake to impel the products or smooth important function used or consumed by consumers of service in marketing. The ones that combined with market economic system of our country are complete day by day, steady and high-efficient marketing channels have already become the key factor of success of market competition. The manufacturing enterprise has to begin to pay attention to selling links, the degree of dependence to the channel is being strengthened constantly, the role in modern marketing of the channel passes more and more outstanding ownly. Modern marketing competition, say, have already developed into battle of the channel in a sense .Go through 20 development for more than year, I own in national electric trade by from channeling into one, growth stage, having developed into mature period, the production scale is expanding constantly, the concentration degree of the brand is being improved constantly, our country is own through becoming the production base of global electrical home appliances. I very fierce in national electric market competition, own to promote the competition, brand competition from price competition, advertisement, have turned to the channel competition of marketing. Set up high-efficient, quick marketing channel own to become into household appliances enterprise new profit source. But because what a lot of enterprises continued to use are still traditional channel modes, too many intermediate links cause the information asymmetry between enterprises and consumers, and consumers pursue the simple and convenient, swift and individualized service more and more, traditional distribution channel mode own to meet market economic system no longer. So, how enterprises design the marketing channel suiTable, making a profit and can meet the consumer demand at the same time, it is a problem badly in need of solution.For this reason, this literary grace carries on further investigation on marketing channel with the quantitative way to combine together by determining the nature, the enterprise hoping to be able to face keen competition now finds the design in conformity with it, in order to improve efficiency and benefit of the marketing channel, strengthen enterprise's competitiveness.The development course through the channel of analyzing my national electric marketing of this text, has announced the current situation of my national electric marketing channel. Combine the theory of internal and external marketing channels, and according to "marketing theory" and actual conditions of the household appliances enterprise which Kurt tie tight, refine, happen 4 influence marketing channel influence the key element, esTablish the relation model of the theory: I.e. marketing channel influence factor and relation model of ability of the marketing channel. Count with SPSS software relevant relations in the two analyze, must produce the equation of coming back then, important intensity of analysing every factor. On this basis, authors have proposed some suggestions for the marketing channel of the household appliances enterprise, have offered the reference basis for the fact that enterprises designed the marketing channel suiTable for oneself correctly.