Haier appliance marketing channels research
|School||Southwestern University of Finance and Economics|
|Keywords||Haier household appliances Marketing channels Channel development Channel management|
Purpose and significance of marketing channels is one of the elements of the marketing 4P, played an integral role in the marketing process. Channel research is the need to withstand external shocks: In recent years, along with China's rapid economic development and the people's pursuit of high quality of life, international brand giant meet domestic has been a common occurrence, which has been involved in all walks of life. Admittedly, the home appliance market is all about. Domestic appliance brand in positional warfare to defend the central city to play the their familiar domestic market advantage, to widen the network extends to ensure their competitive advantage. Haier appliance channel layout goal is to extend from the central city to the rural market, in order to achieve the seamless coverage of the channels, to win development opportunities. Therefore, the research on the essential appliances channels. Channel research is also home appliance manufacturers need to get rid of product homogeneity: in recent years, especially the \The manufacturing sector, in addition to the product itself LOGO, appearance, performance, and so inevitably be \As domestic appliances enterprises leading Haier is also facing the same confusion, many solutions extension and widening of channels should be one of the most effective solution. To study the contents of this article made reference to the marketing channels and marketing knowledge, combined with my nearly 10 years of work experience in the Haier, standing on the point of view of channel managers Haier Group home appliance marketing channels. The main content of this paper include the following components: three kinds of entities channels Haier home appliances chain channels, the day along channels, and the strengths and weaknesses of the community store channels were compared to make the analysis of the strategies adopted by different channels; Haier electronic marketing channels and interactive marketing, direct sales channels corresponding view, enhance and improve the two channels is to build a combination of the virtual structure diversified marketing channels; proposed for the development of of Haier appliances rural market, \Station (member) ideas, extended to the rural market, Haier channels to get the initiative on the layout of the channels for the current situation and related issues; addition above channel management, channel members to form a \the idea of ??the relationship, the channel members more competitive. The structure of the paper is divided into seven chapters: The first chapter describes the background of of Haier marketing channels research purpose and meaning and content; second chapter briefly describes the Haier Group, and channel management agencies, and also explained the composition of the Haier Group home appliance marketing channels; Chapter of the advantages and disadvantages of the Haier Group home appliance marketing channels, and discussed the strategies adopted by different channels; Chapter of the interaction between the strengthening of the electronic marketing channels and direct sales channels; first five chapters introduce the rural market development; Chapter VI study how to establish a partnership type of channel relationships; Chapter VII is the conclusion. Thesis contribution and development direction of the article of Haier appliances channels proposed channel optimized design, Haier optimize the channel structure, channel management efficiency, but also for other home appliance brand channel managers reference . Analysis and research thesis focused on the shortcomings and problems of Haier appliance marketing channels, and proposed certain adjustments. Marketing channels is the topic of a system, the product also includes a choice of dealer channel environment, channel management and pricing issues in the overall operation of the process of the channels to be organic and efficient combination, and these are the channels managers need to pay attention to the actual work and research problems.