The Research Of Changhong Marketing Channels Management In Hunan Market

As the market competition is becoming increasingly fierce, the management ofenterprises needs to be more deeply detailed so as to raise the controlling degree ofmarket resources. As one of the most important resources, with the "consciousness"and instability, distribution channels' constraints and threats to the enterprises'operational efficiency, competitiveness and business security is gradually emerging,and the reorganization of distribution channels has become the focus of attention.Sichuan Changhong Company, as a mature enterprise of appliance industry, is facingthe great challenge in the market competition.This paper analyses the basic theories of distribution including distributionstructure, supply chain theory, access control, and relation and union. In the contextof my management experience in the Changhong Company distribution channels andthe market research in the past year, this paper describes the current situation of itsdistribution channel management, and proposes the optimization program to adapt tothe distribution channel management. The program includes the change direction ofmanagement concepts and the overall design of management mode, which help updatethe management concept, transform distribution channels, build flat channel structure,diversified channel types, strategic and cooperative relationships, and optimizepricing, marketing, and logistics management. Finally, based on the analysis ofimplementation principles, the paper analyzes the appliance and safeguards of theoptimization program and put forward steps and measures.Distribution Channels are the most important and variable assets of enterprises.There are many existing problems especially how to design the correspondingdistribution pattern and effective management in regard to the product characteristics.This study of the home electrical appliance enterprises has the practical significanceof providing a leading reference to the choice of model, selection and stimulation ofchannels distributors, and management of distribution channels; and provides adecisive support to the change of distribution channels for enterprises.