Research On Optimization Of Regional Marketing Channel Of Lg Central Air Conditioning In East China

Since reform and opening-up,China's economy has continued for more than ten years of growth.As the economy continues to expand,our domestic market has become an important part of the international market,and the world famous enterprises are carrying out "the brand strategy" in the Chinese market.Central air-conditioning is the most competitive of the industry in China today,and China's central air-conditioning industry in the introduction,digestion,absorption of advanced foreign technology foundation is going to become the world's home appliance manufacturing power and also the Central air-conditioning consumption power after 20 years of development.At present central air-conditioning electrical appliance industry competition has come from pure brand competition to channel competition,and central air-conditioning product and excessive information is more quickly,widely and effectively to customers will be the future of home appliance enterprise the key of success.This paper first talks about the conception and function of marketing channels from the theory of marketing channels,and on the basis of the scholars study summarizes the influence of marketing channel design basic factors and procedures.Then according to the characteristics of the products and the power saving at present central air-conditioning product marketing channels,in reference to the present situation of the research on the basis of literature influencing central air-conditioning product marketing channel structure choose external factors and internal factors,including product factors,producers factor,market factors,middlemen factors and competitive factors.Secondly,this paper introduces LG,and analyzes competitive factors of LG central air-conditioning in terms of price,quality and brand in the Chinese market.Then we do the SWOT analysis,based on the result the company has marketing advantage,product performance advantage,r&d advantages and brand advantages,but at the same time a staff quality is not high,the structure of the organization is not reasonable,product quality need to be raised,etc,according to the disadvantages of SWOT analysis,the company central air-conditioning product positioning in middle-high-end.LG central air-conditioning marketing channel has problems,because the company uses many different channel and channel members.There are many channels of coverage,difficulty in management.On the one hand,the channel structure is too broad,between the different channels fierce competition,on the other hand,the company choose the middlemen,appear too much too wide channels,the company can't effectively to department stores all members in the communication channels and management,causing more unexpected events;Because in the channel conflict exists between price and promotion of the conflict unfavorable factors,a balance between the disorder;channel in sales terminals,part ofthe channel members quality is not high,especially the following three lines and city retailers and wholesalers of market development ability,brand shaping and marketing ability are relatively weak.This paper is mainly for the company's marketing management channels for a systematic analysis,and combined with the current status of the company's marketing channels to explain.For the impact of corporate marketing channels of internal factors and the external environment to conduct a comprehensive investigation,so as to get the company's long-term development of the rationality of the proposal.