本文選題：營銷渠道 + 格力空調(diào)��； 參考：《湖南大學(xué)》2012年碩士論文

【摘要】：一直以來，中國的空調(diào)行業(yè)以市場容量大著稱，可是，大的市場也就造就了眾多生產(chǎn)廠家的激烈競爭。進(jìn)入21世紀(jì)的第一個10年間，空調(diào)行業(yè)已經(jīng)完全由最初的賣方市場的量的競爭變?yōu)橘I方市場的質(zhì)的競爭。而在激烈競爭中，企業(yè)有效的營銷渠道模式和管理策略有利于提升品牌知名度和取得市場競爭優(yōu)勢。 文中首先對空調(diào)市場的現(xiàn)狀作一個較為詳細(xì)的闡述，引入渠道改進(jìn)、渠道結(jié)構(gòu)、渠道沖突以及渠道激勵等渠道相關(guān)理論作為全文的理論基礎(chǔ)，指出格力原有的渠道模式已經(jīng)不適合今后的發(fā)展，改進(jìn)格力的渠道結(jié)構(gòu)以及制定新的管理策略勢在必行。 然后通過分析營銷格力空調(diào)現(xiàn)有營銷渠道模式和國內(nèi)空調(diào)市場的變化趨勢，找出格力現(xiàn)有渠道模式的弊端，諸如廠商矛盾、專賣店問題、串貨問題等。總結(jié)出三點需要解決的問題：怎樣有效管理省級股份制銷售公司、怎樣有效使作為股東的經(jīng)銷商與格力公司目標(biāo)一致、怎樣解決利益分配不公平的問題。 接著根據(jù)影響營銷渠道設(shè)計與管理的主要因素市場因素、產(chǎn)品因素、企業(yè)自身因素、渠道成員因素以及環(huán)境因素從如何最好地發(fā)揮渠道職能的角度設(shè)計渠道結(jié)構(gòu)，利用稀釋股份等手段將原先的廠商合作的區(qū)域股份制公司變?yōu)楦窳Φ匿N售分公司，使渠道結(jié)構(gòu)扁平化。并在新的渠道結(jié)構(gòu)中建立網(wǎng)絡(luò)營銷渠道。 再在新的渠道結(jié)構(gòu)下提出渠道管理策略，主要從五方面來解決原有渠道的弊端：渠道成員的選擇、渠道控制、渠道激勵、渠道沖突的管控和物流的管控。 最后依據(jù)渠道管理策略提出保障措施。保障措施有人員支持、品牌管理、財務(wù)支持、信息系統(tǒng)的完善四個方面內(nèi)容。 該篇論文的研究，旨在對格力空調(diào)和其他廠商有所幫助，從而改善自身的渠道模式，實現(xiàn)企業(yè)獲取更高利潤的目標(biāo)。這將會對空調(diào)行業(yè)的渠道模式改進(jìn)和渠道管理有一定的指導(dǎo)作用，對相關(guān)企業(yè)的渠道建設(shè)工作也有一些借鑒意義。
[Abstract]:China ' s air - conditioning industry has long been famous for its market capacity , but the big market has made many manufacturers ' fierce competition . In the first decade of the 21st century , the air - conditioning industry has become a competition for the quality of the buyer ' s market entirely by the initial selling market . In the fierce competition , the effective marketing channel model and management strategy of the enterprise are beneficial to the promotion of the brand awareness and the competitive advantage .

Firstly , this paper describes the current situation of air - conditioning market in detail , introduces the channel - related theories such as channel improvement , channel structure , channel conflict and channel incentive , and points out that the original channel model is not suitable for future development , improving the channel structure of the grid and developing new management strategies .

Then , through the analysis of the existing marketing channel model and the trend of domestic air - conditioning market , the author finds out the disadvantages of the existing channel model , such as the contradiction of the Chinese manufacturers , the problem of franchised store and the problem of cross - shipment . The problems that need to be solved in three points are summarized . How to effectively manage the provincial - level joint - stock sales company and how to effectively manage the distributor of the shareholder and the company ' s goal is how to solve the unfair problem of the distribution of interests .

Then , according to the main factors that influence the design and management of the marketing channel , the factors of product , the factors of the enterprise itself , the influencing factors of the channel and the factors of the environmental factors from the angle of how best to exert the channel function , the regional joint - stock company which has cooperated with the original manufacturer is changed into the sales branch of the power by the means of diluting the stock , and the channel structure is flattened . And the network marketing channel is established in the new channel structure .

Then the channel management strategy is proposed under the new channel structure , which mainly solves the defects of the original channel from five aspects : the choice of channel members , the channel control , the channel incentive , the management of channel conflict and the control of logistics .

Finally , we put forward the safeguard measures according to the channel management strategy . The safeguard measures include personnel support , brand management , financial support , and perfect four aspects of information system .

The research of this paper aims at helping the air conditioner and other manufacturers to improve its channel mode and realize the goal of higher profit . This will guide the improvement of channel model and channel management of air - conditioning industry , and it can also be used for reference to the channel construction of the relevant enterprises .
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F426.6

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