Research On The Marketing Channel Strategy Of W Kitchen Appliances Company In Zhejiang Province

Since the early 1990 s,the rise of home appliance retail industry nowadays rapid development momentum.W hutch defends electric appliance,for example,as hutch defends electric appliance industry leader,W hutch defends electric basic occupied the domestic secondary market.2015,the Chinese economic environment comprehensive into difficult period,economic increase downward pressure,manufacturing is relatively weak,insufficient economic growth momentum and structural contradictions of the old power weakening.Product innovation,technology innovation,channel innovation,service innovation and transformation of the Internet has become a core power W hutch defends electric appliance to maintain growth.With increased urbanization construction,home appliance consumption a second-tier market increasingly saturated,to realize praised the development out of the downturn,into three level 4 market is a winner.Three level 4 has a large capacity of the overall market,competition is relatively weak,high gross profit margin of advantage,can be in Zhejiang province three level 4 market channels as W hutch defends electric appliance market development and transformation of a breakthrough.This thesis mainly based on the concept of marketing channels,potter five analysis model,the STP theory and the combination of marketing theory to W hutch defends electric three level 4 market present situation analysis,in Zhejiang province,Zhejiang province level 4 market PEST analysis,through the analysis of these environmental summary W hutch defends electric appliance in Zhejiang province three level 4 market need to face the problem.By analyzing know W hutch defends electric appliance in Zhejiang province three level 4 market present problems for:marketing channel mode and single channel control limited marketing ability,marketing team service.According to the known problems W hutch defends electric appliance in Zhejiang province three level 4 market channels to improve the design:first,to choose the right channel members and establish good relations of cooperation;Second,the implementation of good channel policy and members of the management;Then,for the rights and conflict between channel members proposed management plan;In the end,is the management of the channel of the product,including quality,price and promotion,etc.;In addition,also for W hutch defends electric appliance in Zhejiang province three level 4 market channels improvement program provides a safeguard measure: personnel,can strengthen the marketing team training and construction;Marketing,implements the "walking on two legs" strategy,as well as the distribution channel optimization strategy,online serveral seamless strategy;In after-sale services,to meet customer demand,and to communicate with the customer,improve the logistics speed,practice the "transit lines" distribution strategy,and implement after-sales service strategy "mobile vehicles".