【摘要】：“好空調(diào),格力造”,這句響亮卻不失霸氣的廣告語標(biāo)示著珠海格力電器股份有限公司(下文簡稱格力電器)占據(jù)著中國空調(diào)市場一線品牌的領(lǐng)軍位置。但隨著空調(diào)市場競爭的日益加劇,對公司的渠道管理提出了更高的要求。目前,公司的渠道管理在某種程度上存在問題,給公司發(fā)展造成一定程度的影響。本文將圍繞著格力電器在內(nèi)銷渠道管理上遇到的實際問題進(jìn)行深入、細(xì)致的研究,以尋求有效的解決方法和優(yōu)化方案。 本文以格力電器內(nèi)銷渠道為研究對象,采用理論與實際相結(jié)合的研究方法,以渠道管理理論為基礎(chǔ),運(yùn)用比較和對比分析方法,與其他家電渠道模式相比較發(fā)現(xiàn)格力電器在終端、渠道模式、渠道管理等方面存在問題并總結(jié)出其原因。在充分學(xué)習(xí)和領(lǐng)悟國內(nèi)外先進(jìn)營銷渠道理論的基礎(chǔ)上,結(jié)合格力電器內(nèi)銷渠道管理的實際情況,提出在一、二級市場上加強(qiáng)與家電連鎖店和百貨商場的合作,在三、四級市場上建立終端專賣店并扶持弱小經(jīng)銷商以及穩(wěn)定渠道控制權(quán)、開拓網(wǎng)絡(luò)營銷渠道等優(yōu)化設(shè)計方案,同時為保障優(yōu)化設(shè)計方案的順利實施,本文最后提出了相關(guān)配套保障措施。 通過本文的研究,希望格力電器在實際經(jīng)營過程中能夠充分利用本文的研究結(jié)果改善和提高公司的渠道管理水平。另外,渠道管理僅是銷售管理中的一個前置環(huán)節(jié),通過梳理渠道管理的過程中也能發(fā)現(xiàn)公司在其他流程上存在的管理問題。最后,希望本文能對其它家電企業(yè)的渠道管理起到積極的借鑒作用。
[Abstract]:"good Air-Conditioning, Gree Building", this loud but not unobtrusive advertising slogan indicates that Zhuhai Gree Electric Appliance Co., Ltd (hereinafter referred to as Gree Electric) occupies the leading position of the leading brand in China's air conditioning market. However, with the increasing competition in the air-conditioning market, the company's channel management has put forward higher requirements. At present, there are some problems in the channel management of the company, which has a certain degree of influence on the development of the company. This paper focuses on the practical problems encountered by Gree Electric Appliance in the management of domestic sales channels and makes a thorough and meticulous study in order to seek effective solutions and optimization schemes. In this paper, Gree electrical appliances domestic sales channel as the research object, the use of theoretical and practical research methods, based on the channel management theory, the use of comparative and comparative analysis method, Compared with other household electrical appliance channel mode, Gree electric appliance has problems in terminal, channel mode, channel management and so on, and the reasons are summarized. On the basis of fully studying and understanding the advanced marketing channel theory at home and abroad and combining with the actual situation of Gree electric appliance domestic marketing channel management, this paper proposes to strengthen the cooperation with home appliance chain stores and department stores in the first and second market. At the same time, in order to ensure the smooth implementation of the optimal design scheme, we should set up terminal monopoly stores and support small and weak dealers, stabilize channel control rights, open up network marketing channels, and so on. Finally, this paper puts forward the relevant supporting safeguard measures. Through the research of this paper, it is hoped that Gree Electric Appliances can make full use of the research results of this paper to improve and improve the channel management level of the company. In addition, the channel management is only a front link in the sales management, by combing the process of channel management, we can also find the management problems in other processes of the company. Finally, I hope this paper can play a positive role in the channel management of other household appliances enterprises.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.6;F274

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本文編號：2217518