XL Refrigerator Marketing Channels And Management To Optimize Research

The importance of marketing channel (one of the four elements of the4Pmarketing combinatorial theory) receives increasingly more attentions from themarketing management personnel. As the homogenization degree of the productsincrease continuously, marketing channel changes into a very important weapon forenterprises to knock the competitors and acquire more market shares, and hencebecomes a core competitiveness of enterprises as well. Therefore, the soundimprovement and innovation of the marketing channels will help enterprises maintainthe competitiveness for a long term.Refrigerator industry is an industry which is marketized the most fully and alsohas the most mature development and the fiercest competition in China. Along with therapid expansions of the chain enterprises (represented by GOME and SUNING) at theprimary and secondary markets, the cost for channels rise with a stop, and therefrigerator market at cities tend to be saturated as well. Therefore, the refrigeratorenterprises have turned to the rural market successively. For example, XL entered therural refrigerator market, so it owns a large market share at present in China. However,as the competition at the rural home appliance market gets more intense, XLrefrigerator is forced to face up with the slow growth and also the existing channelsturn into the bottlenecks of development. At present, the main task is carrying outoptimization and innovation on the existing marketing channels, making the channelsafter optimization efficient and smooth and thus serving for the whole developmentstrategy of the company.This paper emphatically gives an introduction on XL refrigerator how to carry outthe effective management, implementation and innovation of channels based on theexisting channels under the rural market environment which is filled with bothchallenges and opportunities, for the purpose of resolving the shortcomings of theexisting channels of the enterprise and providing the supports for the strategicobjective. In the mean time, on the basis of investigating the current situation of XL refrigerator marketing channels, the problems in XL refrigerator existing channels areput forward, and then the reasons for the emergence of these problems are found.Therefore, the marketing channel management theories and methods are used toconduct an optimization design on structure, relationship and function respectively.Also, according to the management phase of the rural marketing channel, new ideasand suggestions are raised for the channel evaluation and adjustment, the selection andtraining of channel personnel, and the channel differentiated marketing. To some extent,this exploration on the rural marketing channels of XL refrigerator in this paper is ofreferential significance for the channel construction of XL and other productionenterprises.