Mechanism Design Of Household Electrical Appliance Manufacturing Industry’s Marketing Channel Reconstruction From The Perspective Of Network Economy

With the rapid development of global economy and the aggravation of the market competition, marketing channel strategy of the4P theory is increasingly favored by enterprises and has gradually become an important means for enterprises to win the market competition. This trend is also reflected in the household electrical appliance manufacturing industry. With the development of the whole market economy, the scale of China household electrical appliance industry is also in constant expansion, achieves good results in the global scope and obtains the world recognition. However, with the scale of the market expanding and the development of household electrical appliances industry’s technology innovation, the competition of household electrical appliance product, price, and promotion tends to be homogeneous so that the competition is hotting up visibly. So, household electrical appliance manufacturing enterprises begin to move the focus of competition from the "brand competition","product competition" to "channel competition", which makes the marketing channel more and more important in modern marketing, so that it becomes a key factor to determine the level of corporate profits whether the marketing channel of a household electrical appliance manufacturing enterprise is high efficient.Besides, with the rapid development of Internet technology and network economy, consumers’shopping habits and demands had been greatly changed, which brought far-reaching influence on people’s daily life, industry’s competitive pattern and enterprise business model. Therefore, in the era of network economy, the terminal consumer status in the industrial chain is rising. It becomes quite vital for household electrical appliance manufacturing enterprises to stand out in the market competition whether enterprises can better grasp the trend of consumer demands or not. As a bridge between manufacturers and consumers to communicate, the marketing channels become the main method to grasp the trend of consumer demands. Thus, in the era of demand-driven, marketing channel becomes very important. However, the marketing channels many household electrical appliance manufacturing enterprises adopted were mainly single model of traditional marketing channels or multiple channels combining passively traditional marketing channels and network marketing channels. There still were many problems in such marketing channels model, such as multi links, high costs, information asymmetry and channel conflicts, which can’t satisfy customers’demands for conveniences and personalized service. Therefore, in order to cater to the changed consumer demand caused by network economy, the task for household electrical appliance manufacturing industry to re-construct marketing channels is urgent.Therefore, at the basis of the analysis of household electrical appliance manufacturing industry marketing channels’development course and its driving-factors, this article, by building models to discuss the pros and cons of major marketing channel modes, draw a conclusion that household electrical appliances manufacturing enterprises should improve the related channels through vertical integration to know customers’demand better. However, different household electrical appliances manufacturing enterprises should build different marketing channels with different degrees of vertical integration to make its channels to realize maximum efficiency and to improve the customers’welfare level. Firstly, it’s about the background of the research that In the network economy era, the overall development situation of household electrical appliance manufacturing industry whose network marketing channels need to be further improved and e-commerce enterprise whose products sales is through the facing-customers network marketing channels. After the contrast, the question comes:how household electrical appliances manufacturing enterprises use the network marketing channels to re-construct the channels in order to improve channels’efficiency. The second part of the article is about the literature review part to lay the foundation for the further analysis, which mainly contains the studies of marketing channel’s concepts, channel structure, channel behaviors and channel relationship. The third part and the fourth part is the article’s focus. It concludes the driving-factors of motive marketing channels’evolution by the study of the marketing channels’evolution of household electrical appliance manufacturing industry. And according to the era features and the advantages and disadvantages of the present marketing channels, it points out the direction of household electrical appliance manufacturing enterprise and the necessity of channels’ innovation,"Vertical integration channel construction". Of course, due to the different condition of household electrical appliance manufacturing enterprises, there exits to be two different degrees of vertical integration channel construction,"Completely Vertical Integration" and "Incompletely Vertical Integration". In addition, taking the channels’ confliction caused by "Incompletely Vertical Integration" marketing channels into consideration, the article put forward relevant strategies to solve these problems. The fifth part is about "Haier Group" case analysis. On the basis of analysis of Haier Group marketing channel’s evolution, the article puts more emphasis on its channel’s innovation and its present facing problems, and proposes the corresponding advices. The last part of the article is the conclusion part, where this article’s research results are summarized, and where the deficiencies in the article are pointed out.The conclusion of this article about the suggestions of marketing channel re-construction perhaps is not applicable to all industries, but it does work for household electrical appliance manufacturing industry and other manufacturing industry similar to select right marketing channels to step forward Internet market. What’s more, the proposal of "Incompletely Vertical Integration" provides a reference direction for some further researches about the marketing channel. It has certain practical significances.