论文标题:科龙电器股份有限公司营销渠道策略研究
The Study on the Marketing Distribution Strategy of Kelong Electrical Holding Co.,Ltd
论文作者 赵世贤
论文导师 刘朝明,论文学位 硕士,论文专业 工商管理
论文单位 西南交通大学,点击次数 899,论文页数 64页File Size2596k
2005-05-01论文网 http://www.lw23.com/lunwen_145982/ 营销渠道;渠道设计;渠道模式
Marketing Channel; Channel Designing; Channel Model
家电业是我国开放最早,竞争最充分、最激烈的行业之一。经过二十多年的发展,目前已经进入产业生命周期的成熟期,行业的竞争格局已经进入垄断竞争或寡头垄断阶段。 家电制造企业为了提高市场份额、拓展生存空间,在营销重点上也经历了从产品到促销,再从价格到分销的转变。在目前的市场竞争中,渠道已成为决战致胜的制高点,渠道优则市场胜,“渠道为王”成为家电业的共识。一个企业的渠道决策,即怎样设计渠道、管理渠道和及时适应变化改进渠道,将直接关系着企业的成败。 本文力图从生产商的角度,以竞争合作为导向,通过对一个典型案例(科龙电器股份有限公司)的分析,探讨在市场经济环境下,在已进入成熟期的行业里,一个处于行业强势地位(行业前三)的企业,面对不断变化的内外环境,怎样对自己的渠道与目标和环境之适应性进行分析,进一步优化渠道管理,从而为同类企业的营销渠道建设提供借鉴和启发。本文运用实证分析的研究方法,充分综合和利用文献理论,对实地调查取得的资料进行深入的分析和探讨。首先,对渠道的概念进行了界定,进而对渠道决策理论进行了归纳和阐述,在此基础上,对科龙公司的渠道策略进行了案例分析和经验分析,并对渠道改进进行了设计和讨论。本文既重视经典理论对实践分析的指导作用,更注重在现实环境下寻求可行的分析解决方案,其独到之处是提出了与渠道决策有关的四个分析模型:营销4Ps之立体组合模型、产品销售力模型、渠道成员影响力模型及面向经销商的渠道分析模型。
Electrical home appliances industry our country opened to the public earliest, competition most abundant , fiercest trade one of. After more than 20 years of development, the mature period that has already entered industry life cycle at present, the competition pattern of the trade has already entered and monopolized the competition or oligopsony stage.The manufacturing company of electrical home appliances, in order to improve market shares, expand the living space, is it is it promotes to reach from products to go through too especially in marketing, and then from price to transition that is distributed. In the present market competition, the channel has already become the commanding point that the decisive battle wins victory, the channel is excellent the market wins, become the common understanding of the electrical home appliances industry " the channel is for the king ". The channel of an enterprise makes policy, namely how to design the channel , management channel and adapt to the change and improve the channel in time, direct relation success or failure of enterprise.This text in terms of manufacturer , take competition-cooperation as the direction , pass to one typical analysis of case (Kelon electric apparatus Limited Company ), probe into it under the enviroment of market economy , in the trade that has already entered mature period, one at trade surging enterprise of status (3 before trade), in the face of the constantly changeable internal and external environment, how to analyse about one"s own channel and adaptability of the goal and environment, thus optimize the channel to manage further, offer reference and inspire for the marketing channel construction of similar enterprises. This text uses the method to determine the nature and study, fully synthesize and utilize the document theory, carry on deep analysis and discussion to the materials that are obtained through the on-site inspection. First of all, concept in channel is it define to go on, sum up and explain to the decision theory of channel, on this basis , is it analyse to Kelon channel tactics of Company , is it design and discuss to improve to channel to go on.The research of this text indicates, the marketing channel is the lifeblood which
|
