Chinas color TV industry analysis of marketing channel change.docVIP

 PAGE \* MERGEFORMAT 9 China’s color TV industry analysis of marketing channel change [Abstract] With the homogenization of color TVs become increasingly serious shortcomings of the traditional marketing channels emerge and accept the challenge, which requires color TV enterprises must begin marketing channel marketing channel structure and function in areas such as channel improvements and options channel mode. This paper reviews the marketing channels of China’s color TV enterprises the change process, analyze the reasons for change the channel and proposed channel marketing channel strategy for a Time of Change home appliances. [Keywords:] change color TV industry marketing channels One of China’s color TV industry, the changing course of marketing channels 1.1 The reform and opening up previously Before the reform and opening up of China’s color TV has not yet formed a complete industry, although a few companies able to produce black and white TV, but because of restrictions on people’s living standards, only a very small number of urban households and even the ‘privilege’ home in order to spend household appliances, color TVs for the rural households is going to happen. During this period the basic characteristics of China’s household electrical appliance is inadequate supply, color TV manufacturers in the market has the absolute right to speak. At this point, China is still in the planned economy era, the latter part of the planned economy to market economy, the gradual transition period, sales of color TV’s main channel for delivery of five state-owned department stores at the same time starting from the nineties, to the individual in the form of franchise Business began to squeeze the profit appliance market. 1.3 an over-supply period (the mid-90s - present) During this period, after 10 years of rapid economic growth, people’s living standards have markedly improved, purchasing power increased, the full color TV industry through the early de