【摘要】：中國家電行業(yè)歷經(jīng)幾十年的發(fā)展，產(chǎn)品和技術(shù)水平都得到很大提高，許多企業(yè)已經(jīng)從世界市場(chǎng)上默默無聞的小字輩發(fā)展成為著名的世界性企業(yè)，格力、海爾、美的等就是家電企業(yè)的杰出代表。作為空調(diào)行業(yè)世界冠軍的格力電器，在國內(nèi)市場(chǎng)中有著獨(dú)特的營業(yè)渠道管理方式“股份制銷售公司和專賣店”，他的成功也是來自不斷的對(duì)自身營業(yè)渠道模式的革新。 “得渠道者得天下”，，在眾多非主流制造商掀起“價(jià)格戰(zhàn)”進(jìn)行市場(chǎng)滲透，而主流家電制造商不得不以“促銷戰(zhàn)”等手段來維持市場(chǎng)份額的市場(chǎng)環(huán)境中，格力是如何控制這有限的渠道資源，如何成功管理營銷渠道中各方的沖突，今后又將面臨怎樣的多渠道沖突，是值得們?nèi)パ芯亢陀懻摰摹?本文通過對(duì)格力電器發(fā)展成功的營銷渠道管理方法進(jìn)行了詳細(xì)分析，成功總結(jié)了家電市場(chǎng)中各種渠道沖突的深層次對(duì)應(yīng)方案。并對(duì)格力電器面臨當(dāng)今電子商務(wù)市場(chǎng)發(fā)展越來越迅猛的市場(chǎng)環(huán)境中，格力電器對(duì)應(yīng)不足表示了擔(dān)憂。通過研究格力電器的模式，也給我們其他相關(guān)家電企業(yè)帶來啟示和借鑒。
[Abstract]:After decades of development, the level of products and technology of the Chinese household appliance industry has been greatly improved, and many enterprises have developed from unknown small characters in the world market into world-famous enterprises, Gree, Haier, Beautiful and so on is the home appliance enterprise outstanding representative. As the world champion of air conditioning industry, Gree electric appliance has a unique business channel management mode in the domestic market, "joint-stock sales company and specialty store". Its success also comes from the innovation of its own business channel mode. "the channel wins the world", in many non-mainstream manufacturers set off a "price war" to carry out market penetration, and mainstream home appliance manufacturers have to "promotional war" and other means to maintain market share of the market environment, How Gree controls this limited channel resource, how to manage the conflict of all parties in the marketing channel successfully, and what kind of multi-channel conflict will be faced in the future, is worth studying and discussing. Through the detailed analysis of the successful marketing channel management method of Gree electric appliance development, this paper successfully summarizes the deep corresponding scheme of various channel conflicts in the home appliance market. And Gree electrical appliances facing the rapid development of e-commerce market environment, Gree electrical appliances corresponding to the shortage expressed concern. By studying the model of Gree Electric Appliance, we also bring enlightenment and reference to other related home appliance enterprises.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6;F274

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