Research On The Strategy Of Changhong-meiling Self-built Channel Of Shores

The chain channels of some electrical appliances sellers, such as Gome, Suning, become more and more dominant in the electrical appliances circulation sector.Appliance manufacturing enterprises have gradually lost their right when speaking about the distribution channel in the primary and secondary market or even some third-level market. Three and four-level market has become their last channel. If these enterprises lost controllable, stable and sustainable development of marketing channels, they would suffer aphasia and lose the final chance to fight back. Therefore, Gree, Haier, Changhong, Midea and other home appliances manufacturing enterprises want to increase their weight when playing the game with the electrical appliances sellers mentioned above, aiming to build their own store channel system, which is considered as the only choice for home appliances manufacturing enterprises.No one knows to build the own marketing channel of electrical appliances manufacturing enterprises is the exit or the dead end? To answer this question, basing on my own working experience, I attempt to utilize the correlation theories to analyze present situation of Changhong-Meiling exclusive shop under the actual situation of present industry growth, and compare the situation with that of its rivals, such as Gree Haier and Midea. The concrete methods related to the construction, management and running of the exclusive shop are compared in details. Then I find some problems when building its own marketing channel, and locate the sticking points for establishing the exclusive shop through analysis and research. After that, I present a series of optimized schemes which include the methods and corrective measure of constructing, managing and running.This research proves that the Changhong exclusive shop of can be successful, just as the Gree, Midea, Haier exclusive shops. However, Changhong must learn the good experience and lessons of store-building from other enterprises in the process, because this is the key to the success.