Long Pa Action "- Kelon Marketing Change Research

The household appliance industry is a contest-intensely, comparatively maturer industry. Undergoing the product quality contest phase, the advertisement contest phase,the price cintest phase,now the household industry has to depend on industry conformity and enterprise scale to obtain beneficial result. "Those who has the channel wins."Only high efficiency channel pattern and immense scales network can prop up last several industry conformity enterprises which will win finally.As an excellent refrigeration business which sprang up in the reform and open policy age, Kelon was splendid once and also undergone the pains of reform. Greencool annexed Kelon in October,2001. The business property right is clear and the strategy goes to eager to make progress. In the past two yeas,the new adminstration team generateted reformation which makes Kelon alive again.Gu Chujun,present of Kelon,locates the new Kelon industry conformity enterprise.The tongue is come out amazingly ,the action also frequently comes as a surprise. "Long ba operation" is an important marketing rform measure proposed by him.This March Kelon starts implementing "Long ba operation"which establishes 25000 scales terminal networks.The purpose is to establish a set of powerful nationwide scale network which is under the control of Kelon and to pave road to be China even worldwide main home appliance entetprise.This dissertation substance and composition are as follows:Fist section is the reason for implementing "Long ba operation",including the brief introduction of Kelon,the domestic household appliance introduction,the marketing channel analyzing and SWOT analyzing.Second section is the detail introduction of "Long ba operation".Including Kelon marketing present sitution and its target.Third section is the concrete implementation situation of" Long ba operation",including the mission decomposition,the responsibily of every correlation personnel staff along with how to carry on the development of network.The forth section is the effective analysis of"Llong ba operation".The final section is the sum-up."Long ba operation"is an actual marketing case that has the reference in markeing theory and practice.The paper aims at initiating further research on marketing pattern and channel competition by introducing the present situation of household appliance industry and" long ba operation plan".