Kelon Group Refrigerator Product Distribution Channels Research

At present, the refrigerator industry is one of the most marketing oriented as well as the most mature industries. In the mature stage, the distribution channel becomes the key competition factor in the refrigerators industry due to high product homogeneity and limited pricing space. The self-owned distribution networks which were set up in the early of 1990's by the manufactures are now facing the serious challenges from new super chain stores on the intervention and control capacity over the distribution channels. The traditional distribution mode has been impacted severely. I think the distribution channel of refrigerator industry is one of the most important questions in market research. Distribution management is regarded as "the biggest marketing problem" in marketing society, in this sense, research on the distribution channel is no doubt a very important direction of future market research.This thesis starts from the description of the present refrigerator industrial, environment and distribution channel condition, then analyzes the current status of distribution channel of KELON group, and builds up a feasible distribution diagnose model from the four aspects: distribution channel structure, selling capability of channel, distribution channel efficiency and stability and royalty of channel, then uses the model to analyze KELON's distribution channel system in one province, and discovers three major problems of the current distribution channel of KELON group as follows: 1) the distribution channel aggression to "Rongsheng" refrigerators from "Combine" refrigerators, 2 ) thedecrease of the channel stability and royalty, 3 ) the weakness in setting up the network terminal. The thesis finally proposes ways of solving the problems and improving KELON's distribution channel.