Study. Kelon Air-conditioning Distribution Channels

With the establishment and improvement of the market economy system of our country, the intense market competition and powerful technical innovation make the distributing channel more and more important than ever. Also more and more enterprises have realized the importance of distributing channel gradually, and put the distributing channel management at the strategic level. Especially at the beginning of this century, the fast growing of chain store has brought up a challenge to the household electrical appliance manufacturers. How to adopt to the channel changes is a new topic for all electrical appliance manufacturers in the same value chain.Guangdong Kelon Electrical Holdings Co., Ltd. has a history of more than 20 years. Its air conditioners plays a leading role in this line. Without a proper attitude towards the threat from chain stores, its leading role will be badly affected.Therefore,through research of the relative theories of distributing channel, and with a contrast of the channel strategies for typical air conditioner brands at home and abroad,the distributing channel of Kelon air conditioner is fully analised. Through analysis of the relationship of manufacturers and chain stores which are in the same value chain, we can see that Kelon channel can not match the new model well. At last, improvement method for Kelon's present distributing channel is proposed.