Study On Optimization Of Marketing Channels Of LG Company In South China

With the rapid economic growth in recent years,China’s domestic market has gradually entered the international market and turned into an important part,many large well-known enterprises in today’s competitive environment,market competition to change in the way of China on the implementation of "brand strategy".Home appliance industry is one of the industry China market highest level and the most competitive now,in addition Chinese home appliance industry in the introduction and learn from foreign enterprises on the basis of advanced technology,after years of development slowly become the world’s household appliances production and consumption power.At present,the competition of home appliance industry is gradually changed from pure brand competition to the competition of channel,and a suitable marketing channel is very important for home appliance industry.Firstly,this paper expounds the concept and function of the whole marketing channel from the angle of the system,as well as the research status quo of domestic and foreign scholars’ research on this direction.Secondly,it analyzes the competitiveness of the LG Southern China company’s home appliance products and the problems in the marketing channels.It is concluded that the marketing channel is the important source of the competitive advantage of LG home appliance.Again,the LG Southern China company marketing channel strategy are analyzed and summed up the corresponding implementation,that Southern China LG company specific marketing channels,marketing channel member selection,for the development of the marketing channel of the company put forward different strategies.In addition,through the channel policy,channel members and channel market share and control and other aspects of the study found that there is a wide channel LG home appliance marketing channels,management and other related issues.Based on the analysis of the first three chapters,the optimization and management of marketing channels of LG appliance in Southern China are discussed.In combination with the channel behavior theory,structure theory,and the related factors of home appliances channels and the middleman selection and evaluation method as the premise,based on the analysis of problems on the channel and the current marketing channels,optimization suggestions of LG home appliances Southern China company marketing channel proposed from LG channel the improvement of the management level and the two aspects of channel improvement need to select middlemen,high-quality development of electronic business channels and maintain channel innovation continuously,in the channel management from the dealer management and service personnel to strengthen the quality level of channel members,effective control of the logistics business,and from the product the organic distribution,improve the marketing strategy,expand the market as a whole so as to solve the existing channel price promotion,policy conflict.In summary,from the LG Southern China company washing machine Market Research,the effective marketing channel can promote the sustainable development of enterprises to promote the role of.Not only that,the conclusion of the article also provides an important reference value for other household electrical appliance enterprise marketing channel optimization.