Appliance distribution channel reform and channel management strategy（家电分销渠道变革与渠道管理策略）.docVIP

Appliance distribution channel reform and channel management strategy（家电分销渠道变革与渠道管理策略） Channel diversity and channel conflict caused by the change of circulation field is one of the main problems in distribution channels, instead of the traditional channel conflict in emerging channels, the distribution channels showing a different system, different types, different levels and different mode of operation of the status quo. The current home to large shopping malls, shopping malls and small appliances franchise stores as the representative of the traditional distribution, and the integrated chain, home appliance chain, electric city, brand stores, group purchasing, online ordering between the new distribution as the representative of the competition, on the one hand makes the enterprises have more choices of distribution channels and the combination of freedom, on the other hand, the enterprise faces difficulty of channel selection and channel management more. Therefore, the problem of distribution management in the era of channel change will be a difficult point in the marketing management of household electrical appliance enterprises. This paper deals with the appliance distribution reform and channel strategy. I. Changes in the distribution channels of household electrical appliances Since 1990s, the wholesale and retail industry to change the circulation pattern has undergone major changes, these changes are presented in six aspects: one is the main domestic circulation enterprises gradually mature and intensive; the two is to introduce new circulation methods, changing the traditional enterprise distribution mode and management mode; the three is the rise and development of modern logistics is changing the physical distribution process; the four is caused by the change of retail distribution channels and shorten the flat trend is increasingly obvious; five is due to the imbalance of economic development and the huge market of regional difference makes a huge numb