Strategy Studies On Marketing Channels Of Philips Small Domestic Appliances Of Northeast Region

The small domestic appliances (hereinafter referred to as "SDA") industry of China is developing quickly by the development of Chinese economy. SDA is facing with complex of channels of sales. Product distribution (or place) is one of the four elements of the marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user. As to cope with the complex of channels of sales, the channel strategy (Hereinafter referred to as" CS") is to be the most important tactics of completing the purpose of sales. The channel strategy is a set of methods that the ways implemented by producers that to complete the purpose of sales. The methods including but not be limited to products, ownership, promotion, negotiation, financing, risk and payment.This paper describes the marketing practice of Philips (China) Investment Co., Ltd.,base on the current status to analyze, main studies on below contents:(1) Philips SDA is facing internal and external competitive environment. Internal environmental analysis is including its brand and reputation, technology and research, financial strength, talent and management advantages; the external competitive environment is including macroeconomic, policy changes, social changes in lifestyle and technological advancement brought about by the macroeconomic environment opportunities, and industry competitive threaten by competition;(2)Internal and external environmental changes of Philips SDA on the marketing channels and marketing channels strategy. The main effects is including the current Philips SDA of Northeast region defect in the marketing channel strategy, marketing development no longer meet current needs, need to develop suitable strategies to cope with external competition, to coordinate internal development and performance results;(3) Develop a suitable marketing channels strategy for Philips SDA of Northeast region. Respectively, from the marketing channel strategy structure and marketing channel members to choose the strategy, both from the effectiveness and efficiency to judge, and ultimately worked out a new marketing channel strategy for Philips SDA of Northeast region;(4) Designs a new marketing channels strategy to meet the Philips SDA NE region requirements, executes the feasibility analysis and qualitative and quantitative assessment, the new strategy could increase sales and improve profits;(5) at the end of the paper,describes channels developments of the future prospects, declares the limitations and applicable conditions.Business is flexible. Different companies should be based on the framework described in this article and their own conditions based on the observation of the market trends, and research the needs. Around the development goals set of the companies, and then choose their own channels to obtain competitive advantage in the market and the share of markets.