Research On Marketing Channel Strategy In XZ Air Condition Manufacture Company

The air conditioning industry’s development in our country began in the1970s,together with the reform and opening-up and sustained economic growth, airconditioning industry also had a skip-type development. The production mode ofdomestic air conditioning manufacturing enterprise has changed from the simplyintroducing or simulating to putting attention on cultivating strong research anddevelopment ability independently and the product category, specification,performance and technology also has made a certain development, which finallyshrink the gap between foreign advanced enterprise and home. The year of2011iscalled “the year of the air conditioning industry policy”, and the implementation of“energy saving and benefiting policies” and “change old electrical equipments to newones” further stimulated the development of the manufacturing industry in the airconditioning. The right marketing strategy has become a magic weapon which makesan air conditioning manufacturing enterprise have competitive advantage.This paper is based on collecting and sorting of much air conditioning industrymaterial, introducing the basic concepts of marketing and marketing managementprocess, elaborating the marketing channel theory and related knowledge,emphasizing the construction of the importance of marketing channel. In line with thefunctional, operational and effective principle and combined with the analysis of theinternal and external environment of the XZ air conditioning manufacturing Co.,LTD., we inspected this company macroscopically environment including economy,politics and law, science and technology, social culture, and air conditioning industryenvironment. And a detailed analysis of XZ company’s marketing channels advantageand inferior position, constructing a SWOT analysis. According to XZ company’sstrategy, we formulated the marketing channel strategy, determining the target market,making choice of marketing channel mode, selecting and evaluating the channelmember. At the same time, suggestions are put forward, such as in the channel loyaltycontrol, raising the proportion of independent marketing channel, channel conflict andlogistics planning. Finally, we work out a series of corresponding marketing channelstrategy of the security measures for it, as a new marketing concept and the innovationof corporate culture, marketing channel members incentive, channel management,team building, channel information technology development.In the paper, when we make the combination of marketing channel strategy, we just focuses on the air conditioning manufacturing enterprise’s market environment,its marketing strategy model has dynamic mechanism and lasting innovation.