Study On Marketing Channel Strategies Of Haier Group In Guangdong Province

After20years of development, the home appliances industry has come into matured.Because of the fierce market competition, many famous home appliances brands have beenout of the market. With the elimination of the gap among the various brands and thecompetition of price and promotion, only the channels still have operating space.As the best brand of the domestic home appliances brands, Haier’s speed of developmenthas slow down. Its lead position does not as steady as before. Haier began to think about thedevelopment strategy in the new environment. The market of Guangdong is one of the mostcompetitive region in China. By virtue of its strong brand pulling power and marketingcapabilities, Haier become the first home appliances brand of Guangdong region. With thedepth of market development and the change of marketing channels, Haier is facing newproblems of marketing channels in the new market environment. It restricted the furtherdevelopment of Haier in Guangdong region. How to improve the marketing channels, how todeal with channel conflict and how to advance the low level market should be paid mostattention.This thesis uses the methods of literature research, case analysis, comparative analysis,personally visit, interviews to the related people and other. The research of Haier Group’schannel improvement and maintenance strategies follows the criteria of effective, feasible andstable.First, introduction the theory of channel design, channel conflict and channel behavior.These theories are the basic theory of the thesis. The channel design is a complex work, it hasto be started from market research and the characteristics of corporations, to find out therelevant points between the channel structure and corporate strategy. Channel conflict is theinevitable result of the cooperation among channel members. Because of the season such asevery channel member is independent, their objectives and strategies must be different. Andthe process to resolve channel conflicts is the process of improving the management level ofmarketing channel system. The use of channel power can make the interaction between thechannel members. How to influence and control the marketing channels and how to ensurethe effect of channel power will become the key to the implementation of the marketingchannel strategy protecting.The second part of this thesis is the analysis of Haier group’s marketing channels atpresent. After nearly40years of development, the Haier Group has established a marketingchannel system that includes the franchised stores and the home appliances chain stores. InGuangdong, Haier’sell depend mainly on the nationwide home appliances chain stores, suchas Guomei and Suning. Meanwhile, there are many local home appliance brands, and the local home appliances chain stores, that stores control most of the local home appliancesmarket in the Second-tier City. Haier Group’s success depends on how to combine itsadvantages with the characteristic of Guangdong’s home appliances market.The following part of this thesis is the improvement measures and managementstrategies to the marketing channels of Haier Group, in Guangdong. The precondition ofmarketing channels improving to Haier Group is internal reform, and the principle can belisted as following:effective, moderate coverage and effective control. Haier Group shouldchange the current situation of over-reliance on a single channel, to achieve balanceddevelopment in all channels. The management of Haier Group’s marketing channels mainlyrelated to the strategic alliance to the nationwide home appliances chain stores, incentives tothe channels and the construction of the sales shops.The last part analyzes the way about how to ensure Haier Group’s marketing channelstrategies can be executed successfully from3aspects such as human, financial, and material.