论文标题:科龙电器集团股份有限公司销售模式的研究
The Investigation about Kelon Electrical Holdlng Co., Ltd Market-Mode
论文作者 刘红
论文导师 周国华,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 231,论文页数 73页File Size2359k
2004-10-01论文网 http://www.lw23.com/lunwen_43626757/ 家电行业;销售模式;助销模式
Family electronic area; sale model; assistant sale model
家电行业是最早尝试市场化运作行业，也是我国市场化运作程度最高的行业。随着家电行业日益走向成熟，家电业产能过剩、竞争加剧、赢利水平下降也日趋严重，再加上加入WTO后，国外竞争对手的大力介入和消费者消费理性增强，使很多家电企业的销售模式越来越不适应市场环境发展的需要，而科龙公司销售模式的弊端表现得更为突出，本文运用了SWOT等研究方法，提出了建立科龙公司助销制的销售模式的方案，并在运作中取得了成功，它对家电企业建立适应新的市场环境的销售模式具有指导意义。 本论文首先对家电行业的发展历程和家电行业比较常用的代理制、经销制、直营式、直销式四种销售模式的发展历程进行了分析；其次对科龙公司内外状况作了SWOT分析以及指出了科龙公司销售和管理的现状存在的问题，比如科龙公司三角债严重，科龙产品价格混乱，科龙公司对渠道控制较弱等；然后对建立科龙公司新销售模式进行了市场定位与分析，它包括遵循渠道运作规律的分析，采取“两条腿走路”的渠道市场定位与分析，采取大力开拓三、四级市场、决胜终端等渠道市场定位与分析；最后根据上面介绍的行业状况和公司现状存在的问题以及由此而产生的建立新模式的市场定位与分析，得到了科龙公司的新销售模式为助销制。
The electrical home appliances trade is the first trade to try the market-based operation, and the trade of the market-based operation of our country with supreme degree too. With movement to maturity day by day, the electrical home appliances industry"s overcapacity, increased competition and dropping profit level are becoming more and more serious. Furthermore, after the accession to the WTO, foreign rival has got involved energetically and consumer"s consumption rationing is strengthened. All these have made the selling modes of a lot of household appliances enterprises less adaptive the development of the market, and Kelon Company is one of these companies. This article has applied many approaches, such as SWOT, to set up Kelon Company assistant sale model, and have achieved success in operation .It will has many directive significance for electrical home appliances enterprise to set up new selling mode in new marketing environment.This article has first analyzed the development course and commonly more used agent" s system of the electrical home appliances trade. Then make SWOT analysis of Kelon and point out the existing problem of current sell and management, such as serious triangular debts, disordered product price and poor control to selling channel. Then the article made market position and analysis for setting up Kelon new selling mode. All these works included the analysis of following the operation law of the channel, the analysis of adopting the channel marhet orientation of " walking on two legs ", the analysis of adopting strongly widen the third and forth degree market anddecisive terminal end of the market. At last the article set up Kelon"s new assistantsale model based on the former analysis.
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