【作者】 林洁鹏；

【导师】 郭开仲；

【作者基本信息】 广东工业大学 ， 管理科学与工程， 2008， 硕士

【摘要】 中国家电行业经过30多年的发展,已经成为一个比较成熟的行业。家电企业间竞争更加激烈,从产量、价格的竞争,向核心技术、品牌、质量、营销方式、渠道等竞争方式转变,企业日益网络化、专业化、规模化、特色化。从市场的资本构成来看,传统国有资本在家电行业中的比例在减少,民营资本的比例在增加。传统家电企业的产能过剩问题在短时间内不可能解决,企业进行结构调整和产业升级的趋势不可避免。但从家电的营销渠道来看,目前以国美、苏宁为首的大型家电连锁企业,正在瓦解传统的家电营销渠道,逐渐形成了家电零售的主渠道,对家电生产商形成了很大的控制力。它们利用自己的渠道优势,跟家电制造企业签订一些不公平的合同,向家电制造企业转嫁风险。因此,对家电制造企业来说,突破渠道垄断,开拓新的营销渠道,组织一个新的联盟来对抗连锁巨头就显得十分必要。论文首先介绍了中国家电行业在短缺经济时代和网络多元化阶段的发展状况,介绍了家电制造业在不同时期采用的不同的营销方式;分析了家电行业存在的机遇,包括产品结构调整、家电营销模式多元化、民营资本的扩张、市场空间大等机遇;分析了家电行业存在的问题,包括家电销售遇到的渠道垄断、家电行业的渠道冲突、家电厂商自己建立渠道存在的弊端以及未来家电出口增速减慢导致的出口需求减少等不利因素,揭示我国家电开拓营销新渠道来促进消费以及突破销售渠道包围的必要性。论文接着引入了租赁这一新的营销模式,介绍世界租赁业的发展及其在促进产品销售方面的主要作用;介绍了中国家电租赁业目前的发展情况介绍其在促进消费、投资、增加融资渠道、促进经济发展等方面的作用。通过分析中国发展家电租赁的市场环境,家电租赁的内涵和优势,论证中国发展家电租赁的可行性。论文首次提出了家电租赁的“银租合作”模型,通过一系列的假设,构建了家电租赁“银租合作”的模型,并对模型中相关参数的确定进行了探讨,对建立的三个模型进行了比较,探讨了“银租合作”风险的控制。在论文的最后,对论文提出的“银租合作”模型进行了事例研究,介绍在实际租赁中如何使用该模型。更多还原

【Abstract】 After 30 years of development, Chinese household electrical appliance industry has become a relatively mature industry. Appliance enterprises experience more fierce competition from the amount of competition, price competition, to the core technology, brand, quality, marketing and channels. Enterprises are becoming increasingly networked, specialization, scale and features. In the view of the market’s capital structure, the traditional state-owned capital in the household appliance industry is reducing the proportion and the private capital ratio is increasing. Excess production capacity of the traditional household electrical appliance enterprises could not be resolved in a short period of time and enterprise restructuring and industrial upgrading trend is inevitable. From the point of the marketing channels of household electrical appliances, to the large home appliance chain headed by Gome and Suning, is collapsing of traditional marketing channels appliances, gradually forming the main channel of retail appliance and gaining a lot of controlling power. They take advantage of their own channels, signed some unfair contract with the appliance manufacturers shift risk to manufacturers. Therefore, for the appliance manufacturers, a breakthrough channel monopoly, and open up new channels to organize a new alliance to confront the giant chain it is very necessary.The paper firstly introduces China’s household electrical appliance industry in the economy of shortage and the stage of development of diversified network, different marketing mode of different periods, including the readjustment of product mix, changes in household electrical appliance marketing mode, the accelerating pace of corporate mergers and acquisitions and white industry opportunities. The paper also analyses the problems of the household electrical appliance industry, including the monopoly of electronics sales channels, the home electrical appliance industries channels monopoly, the drawbacks for electronics manufacturers to establish their own channels. The growth rate of exports becomes slower caused by adverse factors such as reduced demand, which reveal the necessity for China’s household electrical appliance to open up new marketing channels, as well as in stimulating demand and break throughs sales channels surrounded.The following chapters of the paper introduction "leasing" such a new marketing mode, the development of the world leasing industrial and its the main role of products marketing. It also introduces china’s leasing industrial and its role on promoting consumption, investment, increasing financing channels, promoting economic development. By analyzing rental market environment of china’s household electrical appliance, its rental advantages on connotation and appliance, this paper demonstrated the feasibility of in china’s household electrical appliance leasing.更多还原