Abstract: Abstract: With the national chain of home appliances and the rapid rise of home appliances are becoming the main marketing channels, the rapid disintegration of traditional channels, the new channel model has not yet formed, as China's household electrical appliance industry to lead the Haier Group to clearly understand the development trend of channels And structural changes, and to take appropriate measures to adapt or change the channel, Haier has become the core issue of channel strategy。I think of household electric appliances industry through marketing channels and the status of the Haier Group marketing channels on the development of the Haier Group's marketing strategy adjustment and improvement made recommendations, namely: innovative marketing concept of a strategic alliance to address manufacturers and retailers Channel conflict; Construction and improve the network marketing channels; control channels, new channels to enhance the ability of the game. Department store operator product range more and different types of products are different from the short season, the Ministry of household appliances in need of funds, from other departments to allocate funds.
Drawback: the operating mechanisms of aging, is far from a customer awareness. Shop for the shortcomings: poor stability. Most shops funds from bank loans and other channels, the fund is not very adequate, low supply capacity, once the adverse changes in the market, the first low-cost Paohuo the possibility of larger, so that manufacturers in a disadvantageous position. Weaknesses: vulnerable to wholesalers around, the network deformity. When the back of the wholesalers, with sales higher, with manufacturers in the course of negotiations, will be in a good position. In launching a price war, the wholesale operators will have more outlets than the impulse, thereby resulting in the existing network impact.
Wholesalers also control the intensity of the weaker end. As wholesalers and the quality of its outlets under the control of intensity, but the problem often than the manufacturers of products business personnel at the scene arrangement to effect the poor more. The high cost of building channels and self-built channels and existing channels there is a certain degree of channel conflict, increasing the difficulty of coordination. I understand from the Haier Group marketing channels and the development of electronics industry marketing channel that the status of the Haier Group marketing strategy adjustment and improvement in the development of Haier nurture marketing channels, not simply looking for partners, but also to foster cooperation partners, including The organization of commercial enterprises, training, guidance, assistance and supervision. From the surface. This will increase Haier's marketing costs, but their marketing system, once established and operating, marketing costs will be greatly reduced. Circulation series is the obvious characteristics of modern circulation, circulation of China's development is an inevitable trend.
Key words: Haier Group, channel strategy analysis, adjustment and perfection
