The Research Of Aucma Marketing Channel Design And Strategy

As a member of first class manufacturing company in global refrigeration household appliances and living appliances, Aucma faced more competitive market condition and chose strategic transformation to achieve sustainable development.Based on increasing number of household electrical appliances to develop country as macro background, market competition as industry background, marketing channel study as theoretical principle, the case which is present situation of Aucma’s marketing channel can improve and enhance its market share and profit of enterprise. This essay also has some reference function in Chinese household appliance industry marketing channel development study.This essay based on marketing theory. The second section elaborates marketing channel’s theory and analyzes this study between home and abroad. Chapter three combined with existing theory, conduct research on the Aucma company marketing channels and collect data, analyze the Aucma company the status quo of the existing marketing channels, and lay the foundation for the establishment of an orderly and efficient marketing channels research based on the theory of marketing channels, combined with Aucma marketing channels is the actual development of the status quo, problems exist proposed the Aucma company marketing channels.Chapter4combined research Aucma operational characteristics of the Aucma company from the qualitative aspects of the design of marketing channels, to establish a complete the Aucma marketing channel system, and propose the appropriate resolution strategy, combined with the marketing channels, market trends, new marketing channels to build Aucma. Main conclusions that follow economic, controllability, adaptability, potential sales analysis methods of the Aucma marketing channels redesign, in accordance with the design goals, the impact of the logical sequence of factors, design methods and design strategies, in the formation of the outcome of the final design, that is, Aucma to multipolarization marketing channels mode. Which the multipolarization marketing channels include six marketing channels, respectively, for direct sales, stereo sales platform sales, consignment, to jointly sell and broker marketing channels. Marketing channel construction supporting construction, adding considers management to enhance core leadership, from a win-win situation, appreciation, responsible for the management to make the requirements, quality training of employees also joined the support measures.The result of study shows that marketing channel design principle, method and ploy chose by this essay can effectually help Aucma to develop its management in marketing channel.