Kelon Refrigerator Marketing Channel Management Study

The refrigerators industry has made great progress after more than twenty years rapidly development. However, this industry now is undergoing a fierce competition At present, the refrigerator industry is one of the most marketing oriented as well as the most matured industries. On the other side, the manufactures share the nearly same brand reputation and product technology, quality, price and after sale service.so the profit is very low for them. In the early of 1990's, the self-owned distribution networks set up by the manufacturers were are now facing the serious challenges from new super chain stores on the intervention and control capacity over the distribution channels. The traditional distribution mode has been impacted severely. The competition has become the focus. Refrigerator manufacturers wanting to successes make the distribution channel become the key competition factor in the refrigerators industry. Distribution Channel management has been considered as the most difficult things in the distribution fields, so in my opinion, to study the distribution channel is a very interesting task.In this paper, the author introduces the main distribution channel modes in the industry, then analyses the current status of distribution channel of KELON group, and then finds out the problem in the distribution channel, finally, makes some suggestions for KELON to improve the distribution channel.In the last chapter, one of the biggest appliances manufacturers Hisense has become the biggest stock holder to KELON, the author thinks this will bring some huge effects to KELON. And the author believes it will bring some new chances for KELON, so that KELON can turn back the impressive status caused by Green-Cool, and we can believe tomorrow for KELON will be successful.