A Comparative Study On Distribution Channel Management In Washing Machine Company Of China And Japan

After joining the WTO, China is gradually opening up the manufacturing industry. Siemens, Panasonic and other manufacturing giants have entered the Chinese market, and occupied the market of our country’s home appliance, especially the majority of market share in the washing machine market. Some domestic washing machine brands are always in the passive in the fierce competition with foreign brands. If they can’t manage the distribution channel effectively and control the channel conflict and solve the channel conflicts and disputes, they are easy to be abandoned by the intermediary business or even lose the whole market. On the other hand, the brand of Japan’s Panasonic electrical appliances has a long history, and Panasonic electrical appliances are effective especially in the distribution channel management. Through the comparative study of distribution channel management in the washing machine industry between China and Japan, we can study the advantages and provide some reference of distribution channels management for our own brand of washing machine.In this article, through the comparative study of distribution channel management in the washing machine industry between China’s Hailer and Japan’s Panasonic, combined with the author’s practical work experience and feeling in the washing machine sales department of Panasonic for many years, I pointed out the problems and shortcomings of the marketing channel management in the domestic washing machine enterprises. At the same time, using the theoretical tools in MBA learning process, I present some thoughts and suggestions on how to improve the distribution channels management in the washing machine enterprises of China.The basic content of the article will involve five following major parts:In part one, it is mainly about the theory analysis of the distribution channels. Mainly launch from three respects:Firstly, I elaborate the connotation of the distribution channels, and point out that the meaning of the distribution channels is the way from producers to consumers, including producers, distributors and users in the process of transfer of the product and service ownership, I also analyze the characteristics and functions of the distribution channels; Then, summarize the common several kinds of mode of the distribution channels in household electrical appliance industry of China, and analyzes their applicable conditions; Finally, point out the importance of the distribution channels for the Household electrical appliance enterprises and the strategy for the choice of the distribution channels.In part two, I mainly launch from the distribution channels in the washing machine enterprises. It mainly involves the contents of three respects:First of all, I introduce the washing machine industry in China, and predict the future development trend of the washing machine industry in China; Then, summarize the importance of the distribution channel management for the washing machine enterprises; Finally, point out the four kinds of common modes of the distribution channels in the washing machine enterprises currently.In part three, I mainly take the company of Panasonic as an example to analyze the distribution channel management for the washing machine enterprises in Japan. It mainly involves the contents of two respects:the first one is about the introduction of the company of Panasonic, including the meaning of the brand, the introduction of the enterprise, and the structure of the organization; The second part is about the three kinds of modes of the distribution channels in the company of Panasonic.In part four, I mainly take the company of Hailer as an example to analyze the distribution channel management for the washing machine enterprises in China. It mainly involves the contents of two respects:the first one is about the introduction of the company of Hailer, including the meaning of the brand, the introduction of the enterprise; The second part is about the two kinds of modes of the distribution channels in the company of Hailer and the research of the specific contents in the two kinds of mode.In part five, it is mainly about the comparison of the distribution channel management in the washing machine industry between China and Japan. Firstly, I summarizes the advantages and disadvantages of the distribution channel management in Panasonic and Hailer; Then, points out the problems of the distribution channel management in the washing machine enterprises in China; Finally, put forward specific strategies to improve the distribution channels of the independent brand of domestic washing machine enterprises.