Research On Optimazation Of Domestic Marketing Channel Of Gzair-conditioner

The white power industry is closely linked with people’s life,play an important role in the modern economic life,and the air conditioning industry as a market of white power industry in China is the highest,most sub sectors fully,also faces the fierce competition in the market.At present,each one has its own merits production process and technical characteristics of different brands of air conditioning in our country,the level of science and technology in similar circumstances,the domestic air-conditioning market competition has been the focus of price and quality to the marketing channel.In this era of "channel is king",the marketing channel has gradually become an important part of the core competitiveness of China’s air conditioning enterprises,which has a vital role in the final performance of air conditioning products sales.Especially with Suning,Gome as the representative of the large home appliance chain retailers in the marketing channel network layout in the rapid growth of the rise,and since the "Internet plus" era of the rapid development of e-commerce,has a great impact on traditional marketing channels of domestic air conditioning system and mode.At present,China’s economic development has entered a new normal,the air conditioning industry also suffered multiple "cold",in the face of the pressure of the economic downturn and fierce market competition.the domestic air-conditioning enterprise must according to the actual environment,their management and development strategy,and design a set of feasible and adapt to the development marketing channel.In addition,with the expansion of the scale of the development of China’s air conditioning enterprises,diversified product mix also put forward higher requirements for the adaptability and diversification of marketing channels.In this situation,how to create a set of marketing model suitable for the characteristics of the domestic market has become the focus of China’s air-conditioning companies need to consider and solve the problem.GZ company is a world famous household appliance enterprises in more than 30 years of history,always adhere to the pragmatic innovation,focus on the real economy,the focus of home appliance manufacturing,has become one of the domestic microwave oven market leader,in terms of technical strength or brand reputation is a huge advantage.GZ air conditioning air conditioning field into a relatively short period of time,but with low cost,the usual low price strategy,quickly blaze a world in the fierce competition in the Chinese air conditioner market,but in the brief period of prosperity,GZ company encountered problems in the past sales of small appliances,although in a difficult transition after a firm the heel,but GZ airconditioning so far in the domestic air-conditioning industry still can play the role of market follower.In recent years,GZ air conditioning choose a path of development"industry",focusing on cultivating and developing the domestic air conditioner market in the field of electronic conmmerce online,managed to catch up from behind.Therefore,the choice of GZ air conditioning as a case study has a strong typical significance.At present,GZ marketing channel both in quantity and quality than competitors are quite inadequate,exposed in the operation process of numeros problems,including offline marketing channels and marketing channel conflict seriously behind the construction of two aspects,the reason lies in the low level of GZ marketing channel member management.over reliance on online marketing channels.Marketing channel as a modern enterprise,especially the key manufacturing enterprise marketing management,in an increasingly sophisticated air-conditioning market today and in the increasingly fierce competitive environment,air-conditioning manufacturing enterprises in China should be the design and management of marketing channel attention.Based on the domestic GZ air conditioning problems of the marketing channel,on the basis of the academic outstanding theory,the future of GZ air conditioning can take the following several countermeasures for the marketing channel construction and management is perfect:one is to improve the domestic GZ air conditioning system of marketing channel,including the optimization of the marketing channel design,reasonable control of marketing channels the width and the promotion of marketing channel structure flat development;the two is to strengthen the GZ marketing channel member management,including the selection of channel members,channel members of the scientific design evaluation system,establish marketing channel incentive mechanism and the establishment of a sound marketing channel logistics support mechanism;three is to control the attention of GZ air conditioner marketing channel conflict.including to strengthen the channels of the members of the division of labor and cooperation and strict combat Cuanhuo issues;the four is to further Improve the online marketing channels,including the optimization of online marketing channels,increase network terminal construction,to self business platform as the core to increase efforts to promote electricity supplier and promote business marketing channels and traditional marketing channels coordinated development.Marketing channel is only one part of the enterprise marketing activities.It is not enough to optimize the marketing channel.However,the construction andmanagement of marketing channels is also a complex system engineering,especially for China’s air-conditioning companies have a very important position.Only better from the construction and management of marketing channel strategy,how to promote the marketing channel optimization from top to bottom,from the shallower to the deeper,and at the same time into the new era of the Internet thinking,can make the enterprise marketing channels in both theory and practice has made great development and progress.