【摘要】：加入世貿(mào)組織后,我國對制造業(yè)逐步開放,西門子、松下等制造業(yè)巨頭紛紛進(jìn)入中國市場,占據(jù)了我國家電市場尤其是洗衣機(jī)市場的大部分市場份額。國內(nèi)的一些洗衣機(jī)品牌在與國外品牌的激烈競爭中始終處于被動之中,如若不能有效地進(jìn)行分銷渠道的管理,控制渠道沖突,解決渠道矛盾和爭端,很容易被中間商拋棄甚至失去整個市場。而日本的松下電器,品牌歷史悠久,尤其在分銷渠道管理上卓有成效,通過對中日洗衣機(jī)行業(yè)分銷渠道管理的比較研究,能夠取其所長,對我國洗衣機(jī)自主品牌的分銷渠道提供一些參考和借鑒。 本文通過對中國洗衣機(jī)企業(yè)海爾的分銷渠道現(xiàn)狀的分析和日本松下的洗衣機(jī)分銷渠道模式進(jìn)行比較,結(jié)合作者在松下洗衣機(jī)銷售部門多年的實際工作經(jīng)歷和感受,指出了國內(nèi)洗衣機(jī)企業(yè)在營銷渠道管理中的問題和短板,同時,利用作者在MBA學(xué)習(xí)過程中的理論工具對如何完善我國洗衣機(jī)企業(yè)的分銷渠道提出了一些思考和建議。 本文的基本內(nèi)容將涉及到以下五大部分： 第一部分主要是有關(guān)分銷渠道的理論分析。主要從三個方面分析：首先,介紹分銷渠道的含義,指出分銷渠道是產(chǎn)品和服務(wù)在所有權(quán)進(jìn)行轉(zhuǎn)移的過程中,由生產(chǎn)者到最終消費者的過程中所經(jīng)過的一系列的途徑,包括生產(chǎn)者、中間商和最終的消費者,同時分析了分銷渠道的特征及職能；然后,總結(jié)了我國家電行業(yè)幾種常見的分銷渠道模式,在此基礎(chǔ)之上分析了幾種分銷渠道模式各自適用的基本情況；最后,論述了分銷渠道對家電企業(yè)的重要性及選擇分銷渠道的具體策略。 第二部分主要圍繞洗衣機(jī)企業(yè)分銷渠道展開研究。主要涉及到三個方面的內(nèi)容：首先,對我國洗衣機(jī)行業(yè)進(jìn)行了介紹,并對我國洗衣機(jī)行業(yè)未來發(fā)展趨勢進(jìn)行了預(yù)測；然后,概括出洗衣機(jī)企業(yè)分銷渠道管理的重要性；最后,指出了目前洗衣機(jī)企業(yè)分銷渠道的四種常見的模式。 第三部分主要以松下公司為例分析了日本洗衣機(jī)企業(yè)的分銷渠道。一是對松下公司進(jìn)行了介紹,包括品牌含義、企業(yè)簡介、組織結(jié)構(gòu)；二是分析了松下公司洗衣機(jī)分銷渠道管理的三種模式。 第四部分主要以海爾公司為例分析了中國洗衣機(jī)企業(yè)的分銷渠道。一是對海爾公司進(jìn)行了介紹,包括品牌含義、企業(yè)簡介；二是分析了海爾公司洗衣機(jī)分銷渠道管理的兩種模式,并對兩種模式的具體內(nèi)容進(jìn)行了研究。 第五部分主要對中日洗衣機(jī)企業(yè)分銷渠道進(jìn)行了比較。首先,概括了松下和海爾分銷渠道管理各自的優(yōu)勢和缺陷；然后,指出我國洗衣機(jī)自主品牌分銷渠道存在的問題；最后,提出了國內(nèi)洗衣機(jī)自主品牌分銷渠道改進(jìn)的具體策略。
[Abstract]:After China's entry into the WTO, China has gradually opened up to the manufacturing industry. Siemens, Panasonic and other manufacturing giants have entered the Chinese market and occupied most of the market share of our home appliance market, especially washing machine market. Some domestic washing machine brands are always passive in the fierce competition with foreign brands, if they cannot effectively manage distribution channels, control channel conflicts, and resolve channel conflicts and disputes, It is easy for middlemen to abandon or even lose the entire market. Panasonic of Japan has a long history of brands, especially in the management of distribution channels. Through a comparative study of the management of distribution channels in the washing machine industry between China and Japan, he can take advantage of their advantages. To our country washing machine independent brand distribution channel provides some reference and reference. This paper compares the distribution channels of Haier, a Chinese washing machine enterprise, with Panasonic's distribution channel mode of washing machine in Japan, and combines the author's practical working experience and experience in Panasonic washing machine sales department for many years. This paper points out the problems and shortcomings in the marketing channel management of domestic washing machine enterprises, and puts forward some thoughts and suggestions on how to perfect the distribution channels of washing machine enterprises in our country by using the theoretical tools of the author in the course of MBA study. The basic content of this paper will involve the following five parts: the first part is mainly about the theoretical analysis of distribution channels. It mainly analyzes from three aspects: firstly, it introduces the meaning of distribution channel, and points out that distribution channel is a series of channels in the process of product and service ownership transfer, from producer to final consumer. Including producers, middlemen and final consumers, the characteristics and functions of distribution channels are analyzed. Then, this paper summarizes several common distribution channel models in China's household appliance industry, and then analyzes the basic situation of several distribution channel models. Finally, it discusses the importance of distribution channel to household appliance enterprises and the specific strategy of choosing distribution channel. The second part mainly focuses on the distribution channel of washing machine enterprises. It mainly involves three aspects: firstly, it introduces the washing machine industry in our country, and forecasts the future development trend of the washing machine industry in our country, then generalizes the importance of the distribution channel management of the washing machine enterprise. Finally, it points out four common modes of distribution channels for washing machine enterprises. The third part mainly takes Panasonic as an example to analyze the distribution channel of Japanese washing machine enterprises. First, it introduces Panasonic Company, including brand meaning, enterprise brief introduction, organization structure, and analyzes three modes of distribution channel management of washing machine in Panasonic Company. The fourth part mainly takes Haier Company as an example to analyze the distribution channel of washing machine enterprises in China. First, it introduces Haier Company, including brand meaning, enterprise brief introduction, second, analyzes two modes of distribution channel management of washing machine of Haier Company, and studies the concrete contents of the two models. The fifth part mainly compares the distribution channels of washing machine enterprises between China and Japan. Firstly, it summarizes the advantages and disadvantages of Panasonic and Haier distribution channel management; then, points out the problems existing in the independent brand distribution channel of washing machine in China; finally, puts forward the specific strategies to improve the independent brand distribution channel of domestic washing machine.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.6;F426.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 杜新麗;;家電營銷渠道研究[J];鄭州航空工業(yè)管理學(xué)院學(xué)報(社會科學(xué)版);2009年04期

相關(guān)碩士學(xué)位論文 前1條

1 馬詠梅;渠道沖突管理理論與實證分析[D];西南財經(jīng)大學(xué);2007年

，

本文編號：2394231