ML Refrigerator East China Regional Marketing Channel Optimization Research

After the reform and opening up our country through the people’s living standard has been significantly improved in the refrigerator appliance industry has become a necessity in people’s lives. China’s refrigerator production has had a long history. There are plenty of well-known refrigerator manufacturers, with the increasingly fierce competition in the market demand, competition in the refrigerator industry is now competitive marketing channels to transition from brand to compete.How to make products and information more quickly, wide, effectively communicated to the customer is an important business to be considered. Also the company’s future success lies.This article describes the first systematic marketing channel concept, structure, and function theory. Secondly.The use of modern marketing methods in the case of ML refrigerator major competitors in the industry of marketing channels and their current situation in East China marketing channels (channel structure, channel relations, channel behavior, etc.) and the problems existing marketing channel system exists to conduct a comprehensive analysis and discussed.According to market research situation and SWOT analysis found that ML fridge marketing channels focused on the problems of marketing channels. Since the marketing channel structure is irrational, poor communication channels to produce a lot of problems.For example HuanDong problem, not high quality of channel members. ML fridge while also facing the external environment competition. To solve these problems in this paper to build a new management philosophy of marketing channels, marketing channel structure optimization. Specifically in the area of ML refrigerator EAST marketing channel management philosophy changes and adjust marketing channel structure, constructed ML fridge flat channel structure, diversified channel type, adjust the main market adjustment and three, four market channels and optimization. Strengthening the management of dealers, sales force related to the establishment of evaluation system start, accelerate the construction of all aspects of the ML fridge marketing channels. And customer management made a lot of beneficial marketing, channels optimized to implement the recommendations. Construction of these channels will allow ML refrigerator on regional channels and east China’s efforts to control the intensity increase market penetration and enhance market competitiveness.At the end of the article, summed up in its entirety and innovation of this paper proposes and inadequacies.