Research On Marketing Channel Of HCT Color TV In Henan Rural Areas

The domestic color TV industry has experienced four or five years of rapid development under the policy of "home appliances going to the countryside,replacing the old with the new".However,since 2014,the market situation has changed dramatically,the development of color TV industry has slowed down,and the bottleneck period has come quietly.Many enterprises are facing the dilemma of sales decline and market weakness in varying degrees.With the further saturation of the color TV market and the rapid development of mobile devices,the slowdown of the incremental market of color TV will become inevitable.Facing the increasingly serious market situation,various color TV enterprises are actively striving for change and competition.From the initial online and offline price war to the subsequent management innovation and technological change,they can not fully establish their competitive advantages.Therefore,innovating the marketing mode of color TV and establishing efficient marketing channels become the inevitable choice for enterprises to gain competitive advantages.Based on the analysis of the internal and external environment of the color TV industry,this paper analyzed the existing business model of HCT color TV in Henan rural marketing channels,and pointed out the existing problems in Henan rural market: too long distribution value chain,not obvious product price advantage,inadequate marketing force,weak channel management and control ability,so there is an urgent need for channel reform.Based on the current reality of the enterprise and the adaptability of the external environment,this paper puts forward the principles and directions that HTC color TV marketing channel reform should follow,and analyses the thinking of marketing channel reform in detail.This paper argues that enterprises should take customers as the starting point,reduce the distribution links,establish a flat marketing value chain to improve efficiency,to enhance the competitiveness of enterprises.On this basis,this paper finally discusses the future marketing channel strategyand mode of HTC color TV in the rural market of henan province.Combined with the current channel mode reform of HTC color TV in the rural market of henan province,it puts forward some solutions,including: building a regional retail platform and realizing the flattening of offline marketing channels;Carry out cooperation with air conditioning,washing machine and other well-known home appliance brands to achieve mutual benefit and win-win situation;Introducing supply chain finance and innovating channel integration mode;Strengthen the construction of online channels,promote the integration of online and offline,etc.This paper focuses on the analysis of the improvement of HCT TV rural marketing channel system and the optimization of channel strategy,and puts forward the development direction of HTC TV in the rural market of henan province in the next few years.