Household Electrical Appliance Enterprises Channel Value Chain Integration Of Empirical Research On The Impact Of Marketing Competitiveness

The decision-making and the management of the marketing channel play a significant part in the marketing combination. As the saying goes "The channel results in the world". Looking over the development of the household electrical appliances industry, Chinese buyer market has already been in shape, and the supply of a large quantity of products has exceeded the demand. Moreover, the products of the same quality increasing, the market competition has been ever fiercer. Then, how can the enterprise survive and further develop in the competition? And how can it maintain the competitive advantages? The marketing competence has become the focus that the household electrical appliances enterprises concern. But how to enhance the enterprise marketing competence? The scholars of home and abroad have studied and analyzed it from different aspects, and achieved some results. However, this paper has created a new method to study further from the aspect of the integration of the channel value chain.According to the household electrical appliances enterprises' practical situation, this paper systematically introduced theory that is about the integration of the channel value chain and marketing competence ,then refined 6 factors of the integration of the channel value chain and 3 factors of marketing competence and created a correlative model: a motional model that the integration of the channel value chain affects the marketing competence. Using SPSS to analyze the relations between them, they supply the enterprise with references in terms of their own styles of the integration of the channel value chain ,obtaining three recessional equations .In addition, this paper has also studied the differences in different property, different development phase and different scale household electrical appliances enterprise in the factors of the integration of the channel value chain and the marketing competence, getting some inherent correlation.This paper analyzes the collection data by questionnaires, drawing some conclusions as follows:1.The aspects of the integration of the channel value chain apply to 6 aspects: information system, companion friendship relations, brand strategies, hierarchical channel system, service sense and marketing human resources.2.The marketing competence of the household electrical appliances enterprise mainly exist in 3 aspects: the market capability, the profit ability and the average satisfaction of the customers.3.The household electrical appliances enterprise channel factors have different effect on the market ability, the profit ability and the average satisfaction of the customers.4.The aspects of the integration of the channel value chain and the marketing competence factors have significant differences in different property, different development phase and different scale enterprise.Provided the practical analysis, this paper has revised the theoretical model. Taking the example of Haier Company, we have analyzed its channel value chain and proposed the design and the plan. Finally we offer the summary and explanation to the conclusion, giving an outlook to the future research.