国美电器营销渠道策略创新研究).doc

西北大学
本科毕业论文
题目:国美电器营销渠道策略创新研究
学生姓名: 王志
论文编号: 120408
学院名称: 工商管理学院
专业名称: 市场营销
指导教师: 李辉
摘要
长期以来,中国家电市场的竞争是以价格为核心的。但随着社会的发展,以价格为竞争核心的营销策略已经不能适应市场的要求,而且这种竞争导向是以伤害品牌为代价的。目前的市场上,产品同质化严重,促销力度不断加强,价格战此起彼伏,但家电生产企业的日子却越来越难过。如今的家电市场竞争已经是以渠道为核心的竞争。在诸多因素中,渠道是最不容易被竞争对手模仿的因素。目前,国内的绝大多数企业都在忍受着渠道之痛,特别是近几年来,国美,苏宁,三联等大型家电连锁商场的崛起,更是让企业在渠道上力不从心。国内不少家电企业都曾尝试降低自己对连锁卖场这一渠道的依赖,但是往往收效甚微。家电生产企业亟需渠道改革。
本文将从营销渠道的基本理论着手,对目前国内外专家学者对渠道理论的阐述进行了总结,同时介绍了渠道的基本类型和国内主要的家电生产企业的渠道模式。,总结出了目前中国家电生产企业渠道中所存在的主要问题,并提出两种渠道创新的方法来解决目前渠道中存在的问题。文章也建议家电生产企业能够将目光集中在新兴电子商务上,从而开辟新的渠道。
关键词:家电经销商;营销渠道;创新
Gome Research Strategy Innovation of marketing channels
Abstract
For a long time, the core of petition in the household appliance industry is price. But, with the development of the society, this market strategy is not in effect, what’s more, this strategy is easy to demolish brand. On the market, household appliances products tend to same, promotions are enhanced, and price wars continue, but household appliances manufacturers are still in trouble. Now the core of petition has transferred to the channel. Channel is the steadiest gene in native household appliances manufacturers have pain in the channel problem, especially in the past several years ,for the growth of Gome, Sunning, and so on. They hope to decrease the dependence on the household appliances chain franchiser, but failed still. The channels of household appliances manufacturers need reform.
This paper launches on the basic marketing channel theories, and summarize the newest views of experts in the world, both in China and abroad. While learning the processing of the world household appliances industry development, we choose Japan as parative object, because at that time, Japanese social, economic environment is similar with China today. The author municated with some market workers and franchiser to know the real matter of China household appliance industry. The paper finds out serious channel q