Tcl Chengdu Branch Refrigerator Distribution Channel Conflict Analysis

Since all fridges are tending to same homogeneity gradually with the expanding of fridge production size as well as that the distribution cost is rising due to the serious price competence day by day, the whole fridge industry has stepped into the mini-profit age in view of profit rate lowered. In the 1^st and 2^nd distribution market, however, the huge home electronic appliance chain sales capture the stronger voice on the channel via their dominant distributing statue in the fridge distribution channel. On the contrary, many manufacturers are facing the opposite condition. Obviously, the prominent interest conflict between them is becoming the common problem faced by all fridge manufacturers.Background on TCL fridge distribution channel and through myself practice in white home electronic appliance division of TCL Chengdu branch, collecting and settling a great deal of real data and materials, this paper is finished on the basis of referring to quite a lot of documents.Firstly, this paper analyzes the TCL company background as well as its fridge markets, and draws a conclusion that TCL fridges belong to"the second line"brand, which increases the immaterial negotiation and passage cost; through analyzing the fridge current distribution condition, concludes that the home electronic appliance chain sale is the leading distribution channel in the 1^st and 2^nd grade markets; through the analysis of the distribution mode, finds that the mode of a TCL office leads to cost rising.The distribution channel theory is adopted during the whole analysis.Secondly, the 1^st and 2^nd grade markets, the 4Ps and super home electronic appliance chain stores are analyzed to refine that, the cooperation is the idealist choice for both super chain stores and manufacturers. In the analysis process, this paper not only uses marketing relationship, the play theory, trust, , etc, but also designs the questionnaire form, questionnaire research, statistic and analysis of questionnaire data, and describes how TCL to cooperate with super chain stores to realize the"win-win"result. Furthermore, this paper analyzes the cause of interest conflict between both sides, and concludes that, different profit mode is the...