Study Of The Operation Mode Of House Hold Applications Leasing Based On Bank-leasing Cooperation

After 30 years of development, Chinese household electrical appliance industry has become a relatively mature industry. Appliance enterprises experience more fierce competition from the amount of competition, price competition, to the core technology, brand, quality, marketing and channels. Enterprises are becoming increasingly networked, specialization, scale and features. In the view of the market's capital structure, the traditional state-owned capital in the household appliance industry is reducing the proportion and the private capital ratio is increasing. Excess production capacity of the traditional household electrical appliance enterprises could not be resolved in a short period of time and enterprise restructuring and industrial upgrading trend is inevitable. From the point of the marketing channels of household electrical appliances, to the large home appliance chain headed by Gome and Suning, is collapsing of traditional marketing channels appliances, gradually forming the main channel of retail appliance and gaining a lot of controlling power. They take advantage of their own channels, signed some unfair contract with the appliance manufacturers shift risk to manufacturers. Therefore, for the appliance manufacturers, a breakthrough channel monopoly, and open up new channels to organize a new alliance to confront the giant chain it is very necessary.The paper firstly introduces China's household electrical appliance industry in the economy of shortage and the stage of development of diversified network, different marketing mode of different periods, including the readjustment of product mix, changes in household electrical appliance marketing mode, the accelerating pace of corporate mergers and acquisitions and white industry opportunities. The paper also analyses the problems of the household electrical appliance industry, including the monopoly of electronics sales channels, the home electrical appliance industries channels monopoly, the drawbacks for electronics manufacturers to establish their own channels. The growth rate of exports becomes slower caused by adverse factors such as reduced demand, which reveal the necessity for China's household electrical appliance to open up new marketing channels, as well as in stimulating demand and break throughs sales channels surrounded.The following chapters of the paper introduction "leasing" such a new marketing mode, the development of the world leasing industrial and its the main role of products marketing. It also introduces china's leasing industrial and its role on promoting consumption, investment, increasing financing channels, promoting economic development. By analyzing rental market environment of china's household electrical appliance, its rental advantages on connotation and appliance, this paper demonstrated the feasibility of in china's household electrical appliance leasing.