Abstract With the development of China’s economy, the compete will became more and more intense in air-conditioning industry. At present, the competition among the air-conditioning manufacturer in China has switched from prices to marketing channels, the marketing channel become one of most important resource. Establish stable and high efficient sales channel is more and more important for enterprise.
Especially recently few years, with the rapidly develop of big home electric appliance retail chain business like Gome and Suning, the sales channel has arise great changes. So the air-conditioning manufacturer must adjust its own sales channel strategy, in order to fit for the rapid changing market and develop in the change.
As the only one specialized manufacture in China air-conditioning industry, Gree has largest air-conditioning production scale and the most powerful technical strength in present China. However, Gree also have some problem in sales channel. The distribution channel is weak in North-East of China. The market in town and countryside need to be emploited. The cost of building a monopoly store is increased gradually. The big retail home electric appliance retail business have big power, if cooperate with GOME, GREE will face lose the 英语论文网 【http://www.51lunwen.org】control power. This four sales channel problems are Gree face now, so how to deal with problems of the sales channels in Gree is valuable research.
From these problems I summarized the two main dilemmas: 1. Due to the increased cost, whether to set up more monopoly store or not? 2. Cooperate with home electric appliance retail chain store GOME or not? These two dilemmas happened in Gree, but they also focus on the whole air-conditioning industry. After analysis, I develop two hypotheses to resolve these dilemmas. I give reasonable analysis and I also use many professional tools. My hypotheses got better prove.
Finally, I give four recommendations for Gree’s sales channel. Some of them focus long-term development of sales channel, some of them only give advice on current sales channel. Hopefully, all of them can benefit both Gree and China’s air-conditioning industry.
CONTENTS
Chapter One，Introduction
1.1disquisition intention
1.2diaruisition measure
1.3cases analysis(2-3)
1.4conception cirumscription
Chapter Two，Industry distribution characteristic
2.1Colletivity distribution
2.1.1industry distribution dimensious
2.1.2Industry profit actuality
2.1.3Industry compettion situation
2.1.4Craft brother distribution balance(mostly quotation balance)
2.1.5Agora channel character(diatribution propa
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