求家电企业营销渠道论文相关资料
- 提问者网友：了了无期
- 2021-05-06 19:01
- 五星知识达人网友：酒安江南
- 2021-05-06 20:05
中国家电企业营销渠道的模式和选择
摘要
中国家电企业经过二十几年的发展，取得了令人瞩目的成绩。与此同时，
国外家电巨头纷纷挟技术、资本优势抢滩中国市场，对国内的企业形成了巨大
的威胁，我国的家电企业要在这场大战中谋求生存和发展，市场营销将会起到
举足轻重的作用。在家电产品日益同质化的今天，营销渠道的选择便成了出奇
制胜的关键因素。
本文先阐述了营销渠道的定义及竞争优势理论，分析了家电企业如何利用
渠道在价值链活动中获得竞争优势，及如何转变为渠道模式，进而详细分析了
我国家电业目前的主流营销渠道和代表厂家，并进而论述其现状和优劣势。
从战略的角度对中国家电企业发展的战略进行了分析和论证，同时提出自己
对现有发展战略的一些修正和建议。最后比较得出我国家电企业营钾镶道的发
展方向。
在广泛收集第一、二手资料的基础上，针对我国家电行业营销渠道发展的
现状以及存在问题，用系统分析、实证研究和比较分析的研究方法，借助国内
外学者对营销渠道的研究成果，重点分析了正在运行的几种典型渠道模式，消
除了家电企业在渠道选择方面的多年困惑，并对农村市场的营销阐述了自己的
观点。希望本论文能对家电行业各企业在营建或改进营销渠道过程中起到一定
的实际借鉴作用。
关键词
家电企业营销渠道模式选择
理硕士(MBA)学位论文
MARKETINGCHANNELSMODELAND
CHOICEOFCHINESEELECTRICAL
HOUSEHOLDAPPLIANCES
ABSTRACT
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madeeonsiderableProgressduringthelastwtenytyears.Thebig
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caPitals，90intotheChinesemarket，Posinggreatthreatstotheloeal
industyr.China’5EHAenterPrisemustgrasPfirmlythemarketing
andmerehandizingiftheywanttosuvrivethisthreatandtoufrther
develoP.Inviewoftheafetthatthere15veyrlittledieffrenceinthe
qualiytoftheEHAbyvariousmanuafeturers，theehoieeof
marketingehannel15ofdeeisivesignifieanee.
Thisartielenrststatesthedefinitionsofthemarketingchannels，
thenanalyseshowto，inlightofthetheoyrofcomPetition，gain
Predominaneeinvaluechainaetivitiesbyuseofrenewedmarketing
ehannels，andfinallytellsyouhowtochangetheadvantageinto
marketingchannelmodels.Furthermore，theartielegiveadetailed
analysisofthemajormarketingehannelsadoPtedbythePresent
ChinaEHAmanuafeturers，thenPresentstatusandadvantages.
Fromthestrategieangle，wethoroughlyanalystthedeveloPing
toPieofrEHA，andgivesomeadvieeandamendmentonthestrategie
develoPment.Atlast，wegiveawholesummaryofthisthesis，and
drawaconelusiononthedeveloPingtrendofEHAindustyr
merchdizingChina.
理硕士(MBA)学位论文
Basingonthefirsthandandsecondhandmaterialsextensiveyl
colleeted，andthesituationandProblemsexistinginthedeveloPment
ofEHAmarketingehannelinoureountry，withthehelPofthe
domestieandinternationalseholars’aehievementsintheresearehto
marketingehannel，theauthoranalysissomeytPiealmodelsof
marketing，eliminatestheehoieeofehannelthathasPuzzledtheEHA
ofrmanyyears，andPresentstheviewPointsonthemarketinginthe
eountyrside.TheauthorwishesitwouldbeuseuflofrtheenterPrises
ofEHAtosetuPtheirownmarketingehannels·
KEYWORDS
EHA(e一ectriealh。useho一dappliances)Marketingehan应15
ModelChoiee
理硕士(MBA)学位论文
目录
第一章导论
第一节研究问题的提出和研究意义
一、问题的提出
、
国内外研究的进展及其评述
国内外研究的进展及其评述
研究架构……‘”””’‘’“‘””’
、
研究方法··················……
二节节
一三一第第
止:本论文的总体思路创新之处······……
第二章营销渠道及其相关理论分析
第一节
左1.
营销渠道的概念
、
营销渠道的定义
、
营销渠道的结构
营销渠道的作用
、
渠道成员的职责
二节
一一第
︵匕“︸.︸.
二、渠道的流程
三、渠道的功能
第三节渠道设计和实施············································……“·”’“”’‘’7
一、渠道设计··································································……7
二、渠道实施··································································……8
第四节营销渠道战略一竞争优势·············································……8
一、价值系统与竞争优势···················································……8
二、渠道战略的竞争优势·················4······························……12
第三章现阶段家电业的渠道模式················································……16
第一节区域多家代理制模式················································……16
第二节区域总代理制模式···················································……18
理硕士(MBA)学位论文
第三节直供终端加区域化分销·············································……20
第四节商业资本与产业资本结合的模式·································……23
一新区域代理制·························································……23
二、“定制”、“包销”等新型模式的诞生····················……””24
第四章家电企业发展面临的威胁和机遇·······································……27
第一节面临的六大威胁········································……‘二”’“”””27
一、国内家电企业的产能远远过剩，供需矛盾日显突出·········……27
二、大型家电企业生产成本下降空间已经很小·····················……29
三、渠道洗牌掀起行业二次革命·······································……30
四、市场寡头垄断的趋势加剧企业之间的竞争·····················……31
五、大型家电企业的各种能力有待提高······························……32
六、面临跨国公司强有力的挑战·······································……33
第二节面临的三大机遇······················································……34
一、农村家电市场潜力巨大·············································……34
二、家电企业的国际化战略·············································……35
三、行业格局尚未完全形成·············································……37
第五章中国家电企业营销的战略思考··········································……38
第一节多元化的必然性······················································……38
第二节多元化的误区·························································……39
第三节家电企业的营销策略················································……40
一、家电企业的营销渠道模式··········································……40
二、渠道管理·······························································……42
三、加强零售终端控制业务·············································……43
四、农村市场的营销策略················································……44
第六章我国家电业营销渠道发展趋势··········································……45
第一节我国家电业渠道选择的原因·······································……45
一、消费者的购买方式发生变化·······································……45
二、市场容量的扩大······················································……46
三、新的竞争者兴起和创新的分销战略出现························……46
四、产品进入生命周期的后一阶段····································……47
管理硕士(MBA)学位论文
第二节我国家电业渠道的发展的方向····································……48
一、从总体上来讲，渠道的扁平化成为发展趋势··················……48
二、品牌渠道势不可当···················································……49
三、电子商务成为主流商务模式·······································……52
四、公司的自营网络可能退出市场····································……55
第七章结束语········································································……57
参考文献·················································································……58
致谢·······················································································……60
攻读学位期间发表的学术论文目录················································……61
理硕士(MBA)学位论文
第一章导论
第一节研究问题的提出和研究意义
一、问题的提出
我国家电产品目前在国内市场份额上占据了绝对的优势，在国际市场上，我
国的小家电也己占到了近三分之一的市场份额，家电产品的年度出口总额也呈现
快速发展的势头。但不容忽视的是，在国内市场上，跨国公司的家电产品稳稳地
占领了高端市场的大部分市场份额，赚取了与其销量完全不成正比的巨额利润;
而我国的众多家电企业，甚至包括知名的家电企业，纷纷陷入了休无止境的价格
战怪圈，行业利润一跌再跌，部分知名家电企业甚至在销售额保持增长的同时出
现了亏损;而在国际市场上，我国的众多家电企业除海尔等极个别品牌外，主要
是为国外家电企业做OEM，其出口产品鲜有标注企业自有品牌，也就是说，我
国绝大多数的家电企业在国际市场上根本谈不上自有品牌的建设。
另外一个值得关注的情况是，国际家电业巨头纷纷将生产基地迁住我国，我
国家电业也逐渐认识到中国正在成为世界家电的全球制造中心。受价格竞争的威
胁，国外家电企业纷纷举起“利剑”—专利和核心技术，与我国家电企业展开新一轮更高层次的竞争。面对如此严峻的竞争形势，很有必要对我国家电企业的
营销管理现状进行重新的审视与分析，尤其是对具有广阔潜力的农村家电营销模
式的研究。因此，探索我国家电企业营销渠道的模式，并提出针对新环境营销的
对策与策略就成为了当务之急的课题。
二、研究的意义
现代市场经济的发展表明，市场营销是企业各项工作的中心，市场导向、贴
近顾客应成为企业经营的基本原则。21世纪中国企业的营销，从经历了计划经
济到市场经济的巨变，并在这二十多年中摸索出一条血路。然而，世上“唯一不
变的就是变化”，消费者的购买行为方式随着经济的变化而不断转变，特别是因
特网的飞速发展，市场的营销观念、理论也在发生激变，尤其是营销渠道的转变，
你好，我有相关论文资料（博士硕士论文、期刊论文等）可以对你提供相关帮助，需要的话请加我，7 6 1 3 9 9 4 5 7（扣扣），谢谢。