asis of understanding the characteristics and requirements of them. Through the product or service design, distribution channel design and other
Marketing tools, some customers are kept to the traditional distribution channel while others are transferred to the internet distribution channel, so that the dominance of manufacturers is increased. Although this process is dominated by the manufacturers on the surface, in fact, the adjustment is done according to the customer characteristics and environmental change and is not based on subjective speculation of the manufacturer. Facing serious product homogeneity and the diversification of the demand of target customers, many famous home appliance enterprises established the multi-level distribution channel system based on the characteristics of the industry and different categories of target customers to make the distribution channels diversified and segmented. The distribution channel system consists of core agents, industrial partners, OEM partners and direct sale on internet, etc. The emphasis of the different distribution channels are different product categories. For example, new, fashionable home appliance products can be promoted and sold through the internet distribution channel.
When the internet distribution channel and traditional distribution channel conflict occurs, the manufacturers should not slow down the pace of development of internet distribution channels in order to protect the interests of the traditionaldistributors. In the competitive environment, the internet distribution channel is important. If the development of internet distribution channel lags behind, the whole enterprise will be at a disadvantage in the future competition. Therefore, the enterprise should consider the overall situation as the interests of the traditional distribution channels are considered. Also, the enterprise should pay attention to the development of the electronic commerce environment to make visionary decisions.
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