Study On The Structures Analysis And Development Countermeasures Of Distribution Channels By Household Electrical Appliance Manufactures

The marketing of household electrical appliance manufacturers is pushed to transfer from extensive style to intensive style, when the brand, product technique, price and the service trend to be homogenizing. And the manufacturers are to gain superiority especially through channel management. It's difficult for the manufacturer to make choice about distribution channel facing so many factors. The cost, efficiency, effectiveness and controllability in channel management have become the focus in marketing.Based on the research from domestic and overseas, this thesis made research on the choice and development of the distribution channel about household electrical appliance manufacturers by the qualitative analysis and quantitative analysis. The thesis contends that the producer should choose the most feasible distribution channel structure by analyzing the favorable and adverse factors in market, middleman and producer and comparing the advantages and disadvantages in cost, controllability and adaptability in distribution channel management. It is hard to say which channel structure is the best, and the only standard to evaluate the effectiveness is how the producer, middleman and market adapt to others.The thesis is divided into seven parts totally.The first chapter is the introduction, including the research background as well as intentions and methods.The second chapter introduces the basic theory of the channel to summarize the function, feature and the basic concept of distribution channel, which lays the foundation for the next research.The third chapter, one of the most focal points and the most innovations, depicts the distribution channel structures. First, it depicts the household electrical appliance industry characteristics and status in quo, which provides the research background for the next comparison between the different structures about the distribution channel. Second, the thesis comprehensively analyzes six channel structures from five aspects: background, work-division, policy, advantages and disadvantages, and controllability. Thirdly, the thesis compares each channel structure with others from several aspects such as work-division, right and liability, and adaptability etc. Lastly, based on the above-mentioned analysis and comparison, the thesis draw the conclusion that the distribution channel structure development follows special rule and the producer must consider given factors in channel decision-making.The fourth chapter, one of the most focal points and the most innovations, describes the choice of distribution channel structure. After analyzing the factors which influence the distribution channel structure choice, Fuzzy method is used to optimize the choice of the distribution channel structure.The fifth chapter is also one of the most focal points and the most innovations, which probes into the development and countermeasures about the distribution channel. First, the thesis summarizes the trends of distribution channel structure, draws the conclusion that the electronic commerce will be the main channel structure. Second, it goes on the research in choice of mode and puts forward three structures which are the conformity of traditional channels and internet channels. Lastly, countermeasures and inspirations are provided for the channel decision-making during the development of the distribution channel.The sixth chapter is the case study on the Gree air-condition, in which the thesis evaluates the Gree's channel structure and puts forward the countermeasures and advices for it's next improvement and optimization.The seventh chapter is the summary of the thesis, which summarizes the main conclusions and innovations, and in this chapter, the thesis also puts forward the shortage and the next research direction.