Nine Dayang Company In Heilongjiang Marketing Channels Evaluation And Improvement

With the deepening of China's reform and development, the small household electrical appliance industry has become the most market-oriented industry and competition become more and more fierce. As a household appliance industry marketing lifeline of the marketing channels, the competition is fiercer. For above reasons, strengthening the management of marketing channels for household electrical appliance enterprise to maximize the occupation of the market, has made good sales performance is of great significance. Jiuyang, as a new comer of the small household electrical appliance supplier, is faced with how to gain foothold in the market and how to develop. At the same time it is confronted with new situations such as the rise of new television channels direct the development of e-commerce, existing marketing channels Higher costs a lot more realistic and therefore Jiuyang small appliances in the new form of the products, the successful marketing and the establishment of strategic marketing g objectives with the stability of efficient distribution channels, marketing channels and marketing channel strategy is more research particularly important.This paper takes Jiuyang as research sample with the method of combining marketing, management theories and practice to study the impact on small household electrical appliances company. It discovers Jiuyang's opportunities and challenges by SWOT to analysis potential increasing capability At the same time,this paper uses the Fuzzy evaluation model to analysis and evaluate middleman chosen, performance evaluation, prompting, conflict management and channel ameliorating of Jiuyang's Heilongjiang marketing channels according to marketing channel theory and experts'advices and evaluation system, and builds the marketing evaluation model and middlemen performance evaluation model. This paper considers the marketing channel strategy, product strategy, pricing strategy, promotion strategy and human sources strategy as an organic system and give proposals for strengthening customer relationship management, and active in creating a sales force, such as a targeted strategy for the implementation of the recommendations of channels.