工商企业管理专业论文范文.doc

哈尔滨工程大学毕业论文
家电企业营销渠道策略研究
专业名称:工商企业管理
学号:
学生姓名:
指导教师:赵忠伟副教授
哈尔滨工程大学继续教育学院
2016年5 月

家电企业营销渠道策略研究
学生姓名:
学号:
所在学院:继续教育学院
所在专业:工商企业管理
指导教师:赵忠伟
职称:副教授
所在单位:哈尔滨工程大学
摘要
经历二十多年的发展,我国家电企业生产规模不断扩大,品牌集中度不断提高,导致市场竞争十分激烈。家电企业已经从价格竞争、广告促销竞争、品牌竞争,转向了营销渠道竞争。建立高效、敏捷的营销渠道己经成为家电企业新的利润来源。
本论文对我国家电营销渠道进行了系统分析,针对我国家电营销渠道存在的问题和我国家电营销渠道未来的发展趋势,提出我国家电企业应根据不同的市场实行多元化的、扁平化的营销渠道模式,即以与家电连锁企业结盟和直营零售的渠道模式为主,以传统的区域代理制为辅,以网络直销为发展方向,加强渠道成员在分销、物流配送、电子商务方面的分工、协作与联盟,建立垂直渠道系统和水平渠道系统,获得专业化效益和规模效益。阐述了渠道重心下移、掌控终端、渠道扁平化的意义;指出实现渠道扁平化的关键是采用现代物流技术和电子信息技术,建议我国家电企业充分应用物流配送系统和营销管理系统使,渠道成员之间信息通畅。
关键词:家电企业;营销渠道;对策
ABSTRACT
The household appliance of our country has developed for 20 years, with its expansion and brands concentration increasing step by step. petes intensely in the household appliance market of our country, and petition in price, advertisement, promotion and brand has transfer to sales channel. It has been the new profit resources for the household appliance enterprises to set up high efficiency and fast response sale channel.
This paper analyzes the sale channel of household appliance enterprises of our country, point out that household appliance enterprises should practice many-faceted and short sale channel pattern according to varied market, in response of the present problem and future trend of household appliance sale channel, it should mainly practice the pattern of collaborating with chained household appliance business, the pattern of directly supply and distribution, complemented with the traditional pattern of regional agent and the future pattern of distribution by . The channel member should ally and cooperate in distribution and logistics and e-business, set up upright and level channel system to acquire professional and large-scale benefit. The paper also point out the importance of shortening sale channel and mastering the retailer terminal, which key points are that it practices the modern logistics and electronic information technology. The paper suggests