Overview of Chinas refrigerator industry analysis of marketing channels.docVIP

 PAGE \* MERGEFORMAT 15 Overview of China’s refrigerator industry analysis of marketing channels Now China’s refrigerator market capacity is about 12 million units / year, is the world’s largest refrigerator market; China’s refrigerator market, well-known brands in more than 20, and now basically entered the stage of monopolistic competition; from the late seventies of last century in China Since the birth of refrigerator industry, China’s refrigerator industry structure, marketing channels with the market model and the process gone through a constantly adapt to the market, and constantly changing path. 1, China’s refrigerator the evolution of marketing channels China’s refrigerator industry in the late seventies of last century by the introduction of foreign production lines and developed. From the late 70 century to the mid-to late eighties, in the channel model, a bit extensive, in general, the region’s total distribution methods, namely, wholesalers, manufacturers Camp (the region’s total dealer) state-owned department store shopping malls - the way of consumers; retail terminal is almost entirely state-owned department stores. The distribution of power in the channel, the state-owned department stores occupy the leading position in full view was a seller’s market, market development is very perfect, manufacturers similar to the business of production workshop, the product line in the channel organization, channel development and control of the price system , channel sales, the after-sales services, powers and responsibilities were very low. Of the last century since the late eighties, with the development of state-owned department stores shrinking appliance store franchise has gradually emerged. The late eighties of last century until the mid-nineties of last century, this phase of the channel model of refrigerator more complicated, not only the region’s total distribution system model, has also appeared in several regional dealer system. Channel pow