The Study On Maketing Channels Of The Electrical Household Appliances

With the fiercer and fiercer competition in household appliance industry, enterprises have regarded construction and management of marketing channels as an important task which plays a key role in their obtaining competitive advantage. This paper analyzes and evaluates both the history and the present situation of marketing channels of household appliance enterprises in China which indicates that the development of household appliance industry is closely related to the model of marketing channels of enterprises. After discussing changes in consuming structure and consuming psychology in household appliance market in cities, it points out that enterprises should decide on their channel patterns on the basis of their own market position and the centralization of retailing markets and at the same time should cooperate well with the distributors of household appliance chains. From the viewpoint of household appliance market in the country, it also emphasizes that enterprises should construct their marketing channels in the country market according to their market situation and the competitiveness of their brands. For those enterprises without competitive brands, the paper suggests that they occupy the country market by means of establishing marketing networks by themselves if they have products with suitable markets. Finally, the paper discusses the feasibility that household appliance products can be sold on the net and in the meantime puts forward three marketing channel patterns.