Maintaining The Relationship Between Durable Consumer Goods Manufacturers And Dealers

With the rapid development of China’s economy,the domestic urban residents entered the era of consumer durable goods, such as for durable consumer goods manufacturer provides enormous opportunities for development. Marketing channel is an important channel for enterprise product sales channels, how to make the efficient operation of manufacturing enterprises have become the focus of the problem.The paper lists two cases, respectively is the domestic home appliance production leading enterprises, another is the largest domestic software furniture manufacturers (operators). Author from the basic theory of marketing channel management, combined with the actual situation of the two companies, analyzes the present condition of the marketing channel management of the two manufacturers and the existing problems, through the method of channel conflict, management of channel members and so on to search the problem solving, manufacturing enterprises to improve their marketing channels to provide a method for the durable consumer goods.This paper is divided into seven chapters, the introduction part introduces the research background, research significance, research methods and research contents of the discussion. The first part of the text is a summary of the basic definition of marketing channel, channel structure, the definition and characteristics of marketing management theory, and the development of relationship marketing and relationship marketing concept and characteristics. The second part, expounds the existing in the channel management two consumer durable goods manufacturing enterprises in the management of channel relationship status and analysis of the problem.The third part, through the contrast about have a good channel relationship between manufacturers and dealers advantage and how to establish and maintain a good channel relationship, channel management mainly includes:HR group advantage, bring a good channel relationship advantages, in the process of channel management to focus on channel management and attention to details of channel relationship satisfaction.The purpose of this paper is to channel the examples to prove that good channel relationship is very conducive to the management of marketing channel, but also good channel relationship for the channel management of late jobs including channel maintenance and improving channel quality plays a key role, through the summary of the author’s practical work experience in and associated with the theory that how to maintain the relationship between manufacturers and dealers.