The Study On Small Household Electrical Enterprise’s Special Channel

As an important part in4-P portfolio, channel has been a critical element which can to determine the enterprise success or failure. Channel is the king, traditional channels, like supermarket chain, professional home appliance chain, exclusive Shop, are main resource of enterprise.Along with the rapid development of TV channel and internet meida, some new channels as the representative of TV shopping, internet shopping, project direct sales began to attract more and more attention. As new sales channels, they don’t have entitative sales stores, this is different with traditional channels, they also can be named as special marketing channel(it’s called special channel nextly). Special channel’s rise and development plays more and more important role in the retail industry, especially TV channel and internet channel, both of them are regarded as the third revolution in retail industry. They change the operation mode and thought of company’s channel, it also changes company’s channel mode, at the same time, it is helpful to solve the channel itself development problems, enhance the chanel’s ability to resist risk.With a special pin channel witness and participant’s perspective, this thesis make the TV channel and internet channel as the research object, basing on the research results in china and aboard,use the methods of literature analysis and case analysis for inducing, deducing and reasoning,by studying on the case of Joyoung,reveal the history,experience and lessons about the special channel operation of small household electrical appliance enterprise,systematically analyse and research special channel and small household electrical appliance industry. This thesis thinks when small household electrical appliance enterprise meets those problems happened in special channel, it can analysize and research some factors which are consumers’ demand, special channels’ characters and enterprises’ resource, it can develop the most suitable strategy. When it develop and play these strategy, it must take the suitable resource of theirselves, consist with the channel charactors, development demand of market and consumers’ demand. Without good or bad of channel stategy,the key is daptability in comsumer,market and enterprise.This thesis contains six chapters, as follows: First chapter is introduction. It introduces the research backgrands and significance of thesis and main content and research methods of thesis.Second chapter is channel theory review. It contains general channel theory and special channel theory, they are the basis of the following chapter. Third chapter is special channel research. It is a main part of this thesis, also is an innovation.Firstly, analysize and research the special channel, make the two mature special channel as the research object which are TV shopping and Internet shopping, then defining them, and elaborate their industry environment, and sums up the features of consumer and channel condition.Comparing with traditional channel, sum up special channel’s problems.Forth chapter is special channel research of small household electrical appliance enterprise, it is a main part of this thesis, also is an innovation.Basing on the experience of the author and industry data, it study on the small household electrical appliance industry and small household electrical appliance enterprise, it contains industry status, enterprise’s character and market status. Through the current research status of TV shopping channel and internet shopping channel, sum up the character,current status and difficulties of operating special channel, and combine with the development problems, find the operating tactic of special channel of small household electrical appliance enterprise.Fifth chapter is a case study. Through this case study, it find how to chose channel model. Basing on current problems of special channel, find how to make special channel tactic. It is a main part of this thesis, also is an innovation.Last chapter is conclusion, it points out the main conclusion and innovation, also put forward the research deficiency and the direction of further research.