Appliance Industry Channels Change Research

The essence of marketing is to shorten the distance between manufacturers and consumers and to show solicitude for consumers in order to maintain the confidence of consumers in some company and its products. But marketing channels act exactly as a very important role to make consumers ready to use some kind of product or service and also overcome many difficulties to achieve the ultimate goal of marketing. Consumers begin to take a dominant position in the buyer's market form. So manufacturers have to start to attach much importance to selling and depend on marketing channels more and more. Channels have become more and more important in modern marketing. Based on that, the modern marketing competition has actually turned into the channels competition to some extent. In the age when there are too many products of similar quality, we can say that the company having good channels must occupy much more product markets and have the advantage over other companies. What's more, the appliance industry as the vanguard of the manufacturing industry has developed very fast in the past more than ten years along with the development of the economy in China. We can find that the appliance industry has always developed with the reformation of the market economy in China. Its development also reflects the gradual deepening of the reformation of the market economy in the past more than ten years in China. Channels have had and will continue to have a great effect on the development of the appliance industry in China without doubt. Considering the two points above, the author selects the marking channels of the appliance industry to study and emphatically explores the transformation of its marketing channels. At the same time, the author also chooses the Rongsheng Company, which is a representative of thedeveloped refrigerator industry among all kinds of manufacturingindustries, as the example of case to study. The author hopes that theresearch can help the development of the appliance industry and all of itsenterprises. The paper is mainly based on the following theories: MichaelPorter's competitive theory and his SWOT analytic approach, Li'slocating theory and his competitive theory are all used when studying thecompetitive condition of the Rongsheng Company; Anne T.Coughlan'schannels theory is used when studying the marketing channels at thebeginning of the paper and the marketing channels conflict later. The paper is divided into two parts. The author studies the overalltransformation of the channels of the appliance industry at first. Then hestudies the marketing channels transformation of the RongshengCompany in detail based on the analysis above. Part I: the study of the marketing channels transformation of theappliance industry. The process of the channels transformation of theappliance industry can be considered as a game among the firms. Therelated concepts of the marketing channels are introduced firstly. Then thechannels transformation path of the appliance industry are emphaticallyexplored and the reasons and the features of the channels transformationare also probed into. The channels conflict is studied in detail at last. Part II: the countermeasures that the Rongsheng Company shouldtake to deal with the channels transformation. The condition of theRongsheng Company is introduced shortly. Then the competitionstrategic location is defined based on the analysis of the presentcompetitive condition of the Rongsheng Company. The channelstransformation of the Rongsheng Company and its countermeasures areexplored emphatically after considering the competition strategic locationThe author proposed two questions about the channels transformation ofthe Rongsheng Company and his own suggestions at last. At the part of the concluding remarks of the paper, the author reviews the full text, and then he points out the creative ideas and the defects in the paper.