| The household appliance of our country have went through the period of introduction and the period of growing up and come to the period of maturity after it's development for 20 years, with it's expansion and brands concentration step by step, The country have been the base of household appliance production. It competes intensely in the household appliance market of our country, and the competition in price and advertisement and promotion and brand have transfer to sales channel. It has been the new profit resources for the household appliance enterprise to set up high efficiency and quickly response sale channel.This paper analyzes the channel of household appliance of our country, point out that household appliance enterprises should practice many-faceted and short sale channel pattern according to varied market, in response of the present problem and future trend of household appliance sale channel, it should mainly practice the pattern of collaborating with chained household appliance business and the pattern of directly supply and distribution, complemented with the traditional pattern of regional agent and the future pattern of distribution by net ,The channel member should ally and cooperate in distribution and logistics and e-business, set up upright and level channel system to acquire professional and large-scale benefit. The paper also point out the importance of shortening sale channel and mastering the retailer terminal, it's key points are that it practice the modern logistics and electronic information technology. The paper suggests that the household applianceenterprises practice logistics system and DRP(distribution resources plan) to communicating smoothly with the channel member and set up agile supply chain.It analyzes the sale channel of Kelon company and point out the optimized strategy of the sale channel of Kelon company. It suggest the Kelon company practice DRP and the third logistics and short sale channel pattern... |
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