Research On Product Channel Management Of K Company

With the development of Chinese Market Economy, the level of household appliances increases constantly. Because of high products homogenization and price and brand competition, marketing channels with lasting advantage becomes the key factor of all household appliance enterprises winning the market. Therefore, strengthening the management of marketing channels means a lot to small household appliance enterprises to enlarge their market and increase sales.The paper makes a study on marketing channel by using the combination of theoretical and empirical analysis methods, and instructed by marketing management theory, and also applies SWOT analysis and Porter value chain concept, is about study on K group with marketing channel management. It analyzes the current situation of native household appliances market and the reason why K group marketing channel problems appear. The manufacturer is the leader of channels. On the one hand, it raises the strategy of solving vertical channel conflict by building the value integration, steadying price system, developing market strategy, selecting the channel partners, efficient communicating with dealers and strengthening the management of professional household appliances marketplace; on the other hand, it also analyzes the solving program of channel horizontal conflicts by solving serious conflicts such as selling beyond agreed areas and price fighting.Wishing the solving program of marketing channel conflicts raised by this dissertation not only helps the K group marketing channels operate healthily, but also advises the other marketing personnel of concerning enterprises channel management.