Research On Management Strategy To Its Household Evectrial Appliances Bugsell Of H Company

The market channeling of home appliance industry has always been a hot topic.Since 30 years ago there was a home appliance agent system,there has been a channeling of goods in the market.And now,the form of channeling goods is more and more diversified,first of all,the phenomenon of channeling goods under the line has always existed:because the regional price is not the same,some regional prices are high and some regional price difference bottom,leading to channeling behavior,or different offline channels will have custom,want to take other channels can only channeling goods,even some stores,will risk low prices,will also cause channeling goods under the line.Secondly,with the prevalence of "new retail platform",the combination of online and offline merchandising has become another prominent mode:the new retail platform of household appliances,separated from the online and offline channel retailing and wholesale system,has become a specialized shipping platform for merchandising,providing a more convenient channel for merchandising merchants to "get authentic products at a low price".Many home appliance dealers,both online and offline,have complained about the factory’s new retail platform.The original online and offline authorized dealers in the home appliance market will be positively impacted and hurt.This paper selects the prominent representative H household appliance company’s cross-goods problem as the research object,combines the enterprise’s development background,market position,brand and product layout,channel system and other aspects of information,and by referring to the cross-goods related literature,the use of questionnaire survey and collection of H company’s internal information,etc.,This paper makes an in-depth study of the current situation of H Company’s household appliances in the Chinese market,and analyzes the causes of this.This paper puts forward the management strategy of channeling goods from two aspects.First,from the management and monitoring means,through clear division of responsibilities and landing process,monitoring the flow of goods,real-time understanding of channeling goods,from which aspects can be targeted to take management actions;Secondly,in the incentive,brand value,price discount,promotion,channels and improve the competitiveness of the product to carry out effective governance.At the same time,through the clear governance process,dealer management,digital means and other safeguards,to ensure that H household appliance pricing mechanism is not destroyed,the marketing channel network is protected,brand trust and image can be maintained,and finally effective monitoring and management of cross-goods behavior.The main innovation points are as follows:(1)This paper formulates relevant management strategies for off-line channeling and cross-channeling,fully considers the new channel mode,and combines theory with practice to control the channeling problem of H Company’s household appliance products.(2)Monitor and visualize the whole process of TV product circulation of H Company by means of digital means,assist management personnel to discover transshipment in time and achieve the management of transshipment.