Guangdong Kelon Electrical Holdings Company Limited Distribution Channels For Diagnosis And Improve The Ideas Discussed

After experiencing the revolution of technology, capital and brand, channel reformation is undoubtedly the only road for the enterprises to come through. The construction of marketing channel has become the key resource of an enterprise when it takes part in the market compete, and the growing importance of the channel has been standing out. Household appliance business is the one that has the highest degree in general adoption of the market principle, the full maturity in development as well as the fiercest competition in China. As a result of unreasonable market competition, the average profit is becoming less and less. At present, the competition among the household appliance businesses in China has switched from brands to channels, and the efficiency of channels, the controllability of channels and the adaptability between the product and the commerce form are the three elements for an enterprise choose its selling channel. The channel pattern has become the focus of the compete among the household appliance manufacturers. Exploring new channel patterns has become the foundation of survival for the household appliance manufacturers. This thesis takes researching how a household appliance manufacturer constructs its channel with high efficiency as the main line, then expounds and demonstrate from three horizons:First, summarize abstractly the superiorities and weakness as well as the focus in controlling of the three typical channel patterns ---multiplex distributors in one area, exclusive distributor in one area, direct supplying and distributing, which are generally used in household appliance business; Second, combined with the channel patterns of the main manufacturers in household appliance business such as Gree, Hier, Midea, Electrolux, and so on, analysis the three above-mentioned channel patterns'innovation. Meanwhile, compare their advantages and disadvantages to...