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This research discuss the face of de-intermediate and future re-intermediate in the home appliance industry based on the Strategic Marketing Perspective. Through the research design of qualitative research and quantitative research, this research can understand the role of traditional home appliance industry in the supply chain in the past and the direction of future development or improvement. In the qualitative research part, this study interviewed businessmen of brand factories including: Hitachi, Acer Dentsu, and Shengbao Electric, etc., domestic and foreign manufacturers, and analyzed the traditional home appliance industry in terms of strategic marketing structure. And the role played by the future. In the quantitative research part, this study uses the literature collection and sorting out the value connotation of each cost under the 4C framework of design strategy marketing, and uses independent sample T test or ANOVA analysis to verify whether there are significant differences between customer groups; in particular, it is necessary to explain Since the qualitative research found that small household appliances and large household appliances are no longer in the current business model of traditional home appliance manufacturers, the design questionnaires for large and small household appliances were separated in the research design and analyzed for differences.
Through interview and questionnaire analysis, find out whether the brand companies adopt direct contact with consumers, de intermediation, and replace the large channel vendors. The results show that the brand owners do not think that they will completely disintermediate. Brand companies still needs the assistance of channel distributors. The results of the questionnaire show that the cognitive scores of end consumers in large appliances are higher than those in small appliances, especially the value connotation of price power and convenience. Consumers feel that time efficiency is high for large appliances. The consumers think that the moral crisis cost of purchasing home appliances in the physical channel is low. The cognitive scores of end consumers in large appliances are higher than those in small appliances in terms of personnel specificity and brand specificity, while the cognitive scores of small appliances are higher than those of large appliances. Women's location specificity is higher than men's in terms of convenience to explicit cost and exclusive cost; women's location specificity is higher than men's in convenience of explicit cost and exclusive cost. In the future, the electric appliance industry can compete with this research and find that different sales methods are carried out according to different consumer gender and the size of appliances sold.
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