Kelon Marketing Channel Optimization

Today the development of any enterprise cannot exist without marketing, and the establishment of the marketing channels is one of the core contents of marketing. Establishing competitive marketing channels and controlling them efficiently and adjusting them dynamically can improve the market share stably, can increase the profit, can help customers reach the products more easily and conveniently ,can exchange information, and can improve the satisfaction of customers and the reputation of the brands of these enterprises. To ensure the continuous development of these enterprises the long-term set-up of marketing channels should be taken as a core task..Kelon is a list company that found in the early 80s in the 20th century. It grew up with the development of the whole family electrical industry of China and it is a representative of this industry. But in the intense market competition, due to its channel problems, the company is falling into the situation of slow development and the gap between the company and the domestic or the oversea companies of this industry becomes bigger and bigger.Therefore, as to the construction of Kelon's marketing channels, here some relevant research was done. On the basis of the study and understanding of domestic and oversea advanced theories about marketing channels, the analyses of the defects in the operation on Kelon's marketing channels were done to find the problems which lie in the market terminals ,channel mode, channel control and so on.Furthermore some ideas and opinions about how to set up the primary market terminals and secondary rural family electrical multiple shops and how to adjust the rural market and so on were presented. At the same time the methods to solve the problems mentioned above were given in order to change the current situation of Kelon and put a good basis on marketing channels to make a further development.