The Kelon County Refrigerator Marketing Model Transformation

At present, under the favorable situation of the economic level, especially rural economic level of our country promoted by a large margin, all major refrigerator manufacturing enterprises shift down their own strategic centers, their attentions have been turned to the countryside refrigerator consumption market. How to initiate and foster the rural refrigerator market, which has a good perspective, is the urgent subject to be solved by every major refrigerator manufacturing enterprise. The rural market survey will be an important direction of the market survey in the future.Kelon Company is a manufacturing enterprise of famous refrigerator of our country, and its county land refrigerator marketing is distributor's leading mode. The meaning of distributor's leading mode is that distributor handles marketing mode of market sales of products according to one's own profit maximum principle. Because of the company applying area agent system for many years, Kelon opens up its county distribution network of land market by distributor, there are few sites, and information and resource are not unblocked, moreover, the company is more extensive in management to the land market in the county, so that the distributor of the land market in the county bases on one's own profit maximization to control the retail price of the refrigerator, thus monopolize the market price or the excessive competition with each other. The distributor leading mode once extremely promoted the refrigerator sale of Kelon company, but nowadays under the situation of the refrigerator industry profit close to visit bottom and the refrigerator industry competing more fiercely, the behaviors of distributor seekingmonopoly profits seriously restrict Kelon Company the promotion of refrigerator sale volume and achievement of profit, which leads to market share forfeiture.The author combines the resource advantage with total marketing strategy of Kelon Company and the real market situation, carries on bold innovation and transformation to the former distributor's leading mode, builds up the new-type company leading marketing mode, thus, the transition of the county land refrigerator marketing mode of Kelon Company becomes true. The meaning of company leading marketing mode is that Company handles marketing mode of market sales according to the principle of maximizing its own profit. In this paper, the main methods of building up company leading mode are the following: rebuilding the distribution channel, dividing products and markets, opening up county land large-sales for Combine refrigerators, training distributors, strengthening market control, intensifying the structure of end-market, paying attention to customer service and other transition of Kelon company and strengthening to spur and manage the sale managers of Kelon company. The new company leading marketing mode effectively eliminates the defects of distributor monopolize and excessive competition, promotes the long-term difference benign competition among the sites of Kelon company, and greatly promotes the refrigerator sale volume of county land market and the profit of Kelon company.