Study On Improvement Of Marketing Channels Zhuhai Gree Electric Appliance Co.,Ltd

All the time since, China ’s air-conditioning industry to the market capacity isknown, however, the market has created a large number of manufacturers of fiercecompetition. In twenty-first Century, during the first10years, air conditioningindustry has been completely by original seller’s market into a buyer’s market thecompetition quality competition. While in the fierce competition, the enterpriseeffective marketing channel model and management strategy to enhance brandawareness and gain market competition advantage.First, a more detailed description of the status of the air conditioning market,the introduction of channels such as channel improvements, channel structure,channel conflict and channel incentive theory as the theoretical basis of the full text,pointing out that the the Gree original channel model is no longer suitable for futuredevelopment to improve the the Gree channel structure and the development of newmanagement strategy is imperative.And then through the analysis of marketing Gree air conditioner mode ofexisting marketing channels and the domestic air conditioner market trends, toidentify the drawbacks of the model of the the Gree existing channels, such asvendor conflicts, stores, changing products and issues. Summed up the three pointsneed to be addressed: how to effectively manage the provincial joint-stock salescompany, how to effectively make the same objectives as a shareholder of thedistributor and Gree, how to solve the problem of unfair distribution of benefits.Then, the main factors affect the design and management of marketing channelsof market factors, product factors, of the enterprises themselves, the factors andenvironmental factors of the channel members how best to play the channelfunctions of the angle design channel structure, the use of diluted shares and othermeans to the original vendor the cooperation of the regional joint-stock companyinto a Gree sales branch, so that the channel structure flat. Networking marketingchannels and new channel structure.Channel management strategies in the new channel structure, the mainthree-pronged approach to solve the drawbacks of the original channels: retailterminal management strategy, channel conflict management and control andlogistics control.Finally, according to the channel management strategies safeguard measures. Safeguards people, financial, and material three aspects.This thesis, aims to Gree air-conditioning and other manufacturers to help, inorder to improve its own channel model, realize the enterprise to gain higher profittarget. This will be on the air conditioning industry channel model and channelmanagement has certain direct effect, for the relevant enterprises channelconstruction work has certain reference significance.