Study On Chinese Home Electric Appliance Manufacturers' Distribution Channels Based On The Institutional Change Theory

The famous marketing expert Philips·Kotler once said: " All of the marketing is a flexible network after all". The network is the manufacturers' distribution channels. In the current marketing environment, the distribution channels are the key to the development of the home electric appliance manufacturers.This paper chooses Chinese home electric appliance distribution channels as the object, on the basis of collecting widely information, uses the methods of theory analysis and empirical study, researches Chinese home electric appliance distribution channels starting from the institutional change theory. This paper firstly describes the marketing theory and the institutional change theory for the further analysis, builds an analysis framework about "channel—institution—institutional change" based on the institutional change theory, summarizes the evolutionary process and status of Chinese home electric appliance distribution channels, putting the framework into the evolutionary process , analyses and resolves especially the following problems: explaining the evolutionary process of Chinese home electric appliance distribution channels with the institutional change; summarizing important factors of influencing home electric appliance distribution channels change and building a demand—supply function; putting forward to the path dependence of Chinese home electric appliance distribution channels and demonstrating a characteristic of path dependence to channel pattern due to different abilities of building channels, taking the GREE's channel as an example.In the long way, the channel pattern's vitality is dynamic adaptation with external environment. So the manufactures should upgrade constantly the ability to foresee changes, be sensitive to external environment and promote initiatively the channel to change and transit.