The Studying Of Expert Power Using In Channel Management: The Case Of Changhong Company' Marketing Channel In China

This study examined expert power in channel management in the industry of household electric appliances in China. A review of literature on marketing channel powers provided the base for the current study. A research framework for linking expert power and channel management was proposed as a guideline to the development of case study. This framework considered the domestic industry characteristics and the merchant's special condition.The thesis includes the following sections: literature review, research framework, macro- and micro- environment of the specific industry, case analysis, conclusions, research limitation and future research direction. In the chapter of case study, the representative company in the Chinese industry of household electric appliances, Sichuan Changhong electric appliance limited company was selected as the research object. The first and secondary data using in the case were collected from Changhong's the marketing headquarters supervisors in Mianyang. A series of analysis using the methods of PEST, Balanced Scordcard and SWOT was conducted. According to the proposed research framework and case study, some suggestions were provided for managers to deal with channel management issues.This study contributes to existing studies of channel management by investigating expert power theory in a specific industry in China. This provides Chinese managers in the similar industry helpful suggestions to the issues of channel management.