Study On The Decision Of Channel Sinking Of Electrical Business Enterprises Considering The Service Level

With the improvement of the living standards of rural consumer groups,the consumption structure is constantly optimized.For household appliances,the focus of rural consumers'attention lies in the timeliness of service,convenience and so on.However,online channels can not meet the requirements of consumers for products and services.Therefore,the channel sinking of home appliance e-commerce enterprises is an inevitable choice.In the process of channel sinking,enterprises blindly develop the market,not only their own profits can not be guaranteed.It also endangers the interests of consumers.How to choose the sinking strategy according to different market environment,consumer characteristics and reasonable choice is the key to ensure the profits and interests of consumers.On the premise of combing the current research situation of marketing channels and services of household appliances at home and abroad,according to channel theory,consumer utility theory and Hotelling game theory,the service level of household appliances is considered.Through the analysis of the current situation of the household appliances e-commerce business,the consumption demand of rural consumers,the current situation and problems of household appliances products and services,the paper makes a systematic decision analysis on the channel sinking of household appliances e-commerce enterprises.The key factors of influencing profit in the process of channel sinking are defined.On the basis of this,the quantitative analysis of channel sinking of e-commerce enterprises is carried out by using Hotelling method,and the Hotelling competition model between enterprises before and after channel sinking and traditional enterprises is constructed respectively.According to the consumer utility function,the market share and profit level under equilibrium state are determined,and the service level and service cost are introduced to determine the market share of these factors in the process of enterprise channel sinking.Combined with actual cases,the paper compares the profit level before and after the channel sinking,and discusses the influence of market environment and consumer characteristics on the channel sinking strategy.Finally,according to the actual problems in the case,the strategies and suggestions are put forward.Through the subdivision of different market environment and the analysis of the characteristics of consumers,the differential sinking marketing strategy can improve the service status of rural household appliances market,ensure the profit level of enterprises,and realize the maximization of consumer utility.To take market supervision measures and strengthen terminal control is beneficial to the steady development of rural household appliances industry from a long-term development point of view.