Ch Guangzhou Branch Marketing Channels Change And Management

After 20 years of development, the Chinese color TV industry made tremendous achievements. However, with the color TV industry intensive competition, marketing channels management is more and more important as well as a key factor to be successful in the market for all TV makers.CH Guangzhou branch was established in 1997, as a bridgehead for CH to enter the south china market , Guangzhou branch started from scratch , continuous ups and downs in the market with a brilliant experience that annual sales volume hit 400 million RMB. Over the past two years, with growing competition, there were some problems about marketing channel for CH Guangzhou branch such as channel strategy was not clear enough,channel structure was not reasonable ,which also affected the sales. Therefore, how to carry out further changes in marketing channels and management is a very urgent matter for CH Guangzhou branch, also necessary for CH Guanghzhou branch to gain competitive advantage in the market.Through different kinds of research methods such as theory & practice analysis, historical analysis,comparative analysis,the author puts forward some constructive views after carefully investigating the development , Current situation and problems existed on marketing channel management of CH Guangzhou branch.This article firstly introduces the development and status of marketing channel of Chinese home appliance industry and set forth some theory about marketing channels, then introduces the developemnt,current status and problems for marketing channel of CH guangzhou branch ,followed by the analysis of reason for innovation and of some rivals'situation. Finally, the author put forward some realistic suggestion:Firstly position the relationship correctly between itself and home appliance chain; Secondly establish different channel structure according to urban and rural market; Thirdly strengthen management of channels; Finally explore new channels such as E-business. Hope this article will be somewhat helpful to the marketing channel managment of CH GuangZhou branch and other branches.