The Research On Management Optimization And Innovation Of HR Group Home Appliances Market Boutique Retail Channel

Founded in Qingdao in1984, HR Group adheres to the innovation system of centering on customers’ needs to drive the sustainable and healthy development. It has grown from a small plant on the verge of bankruptcy to the world’s leading solution provider to a whole set of household appliances and the distributor through the integration of virtual and physical networks. On2012, HR Group global turnover has reached163,100million Yuan in17counties in the world with more than80thousand employees. HR users around the world has covered more than100countries and regions. In the domain of White household appliances, HR is the world’s leading brand of white goods and HR Group was recognized as the top10innovation corporation by the American Newsweek.HR Group domestic annual sales is85,200millions in home appliances market on2012, including7,000million sales of the HR Boutique Channel. The HR Boutique Channel is composed by120domestic comprehensive department stores and home appliance chain stores, which exceeds1000stores focusing on the primacy and secondary markets. It is the window of HR Group’s product and brand image and play an irreplaceable role to promote the HR brand image.As a result, the research about the HR Boutique Channel Management has been an important part of Home appliances market all the time in HR Group. By a variety of theory and related data, I analyzed the channel internal and external environment, the current situation and existing questions of the channel management at first, then I put forward my optimization proposals and suggest the innovation strategy of the HR Boutique Channel Management at last.This paper is divided into seven parts. In the first part, the research background and significance is introduced, as well as the research content and method, the structure and the innovation points of this paper. Secondly, we summarize related theory of the marketing channel management theory and marketing channel innovation theory. The third part is the environmental analysis of HR Group Boutique retail channel, including macroeconomic environment, industry environment and micro economic environment. In the fourth part, the current management and the existing problems of Boutique retail channel is pointed out. Based on the above analysis, optimization scheme is proposed about channel management, channel control and channel incentive in the fifth part. Then the innovation strategy of HR group home boutique retail channel is planned out in the sixth part, The seventh part is the conclusion of this study and prospect in the further research.