Hisense Hitachi Company Commercial Central Air Conditioning Marketing Channel Construction And Management Research

In recent years,the rapid economic development of China has attracted a great deal of attention from global enterprises and attracted a large influx of foreign capital.The electrical industry in China has made great strides and has become an important daily necessity for domestic residents.With the development of electrical industry in New China,Hitachi has grown rapidly.After several years of active exploration and unremitting efforts,the company has developed into a well-known electrical industry.The main research object of this paper is Hitachi,the research content is the current situation of marketing channel.Based on the marketing channel and channel performance evaluation theory,to optimize and manage marketing channel according to the current situation.Firstly,based on the understanding of Hitachi air conditioning,the target and system of the company's marketing channel construction are analyzed.Hitachi air conditioning company has established a relatively perfect channel system,but there are still some problems,performance is:the lack of channel function display,channel terminal management confusion,conflict between relative single channel structure and channel,etc.;Secondly,through the analysis of Hitachi air conditioning marketing channel,the advantages,disadvantages,opportunities and threats of the company's channel management and optimization are clarified,so as to provide basis for channel optimization and management.Then,in the clear channel member selection function diversification principle,on the basis of scientific and channels through IE matrix of the Hitachi air conditioning company choose channel scheme,on the basis of the traditional marketing channels to the company and the network marketing channel optimization.Preliminary evaluation of the optimized scheme is carried out,and the evaluation results show that the selected marketing channel model is feasible;Finally,the corresponding management countermeasures are put forward from the aspects of channel price,channel incentive,channel conflict,channel logistics and channel control,and better help the company achieve long-term development goals.At the same time,it can also provide reference for other air conditioning company marketing channel optimization.