【作者】 董剑英；

【导师】 王衍用；

【作者基本信息】 北京交通大学 ， 工商管理， 2010， 硕士

【摘要】 我国的家电企业经过30多年的高速发展,目前已经成为市场竞争的最充分的行业之一,家电产品市场已经由卖方市场向买方市场转变,产品同质化明显,家电行业的竞争已经从产品竞争转向营销渠道竞争,家电企业为了在市场上取得领先优势,不断通过争夺营销渠道,扩大产品在市场中份额,以此来提高自身的竞争能力。在家电行业流行一句话：“得渠道者得天下”,由此可见渠道建设在家电行业竞争中的重要性。而渠道选择是渠道建设的第一步,直接关系到渠道的效率和效益,因而是构建渠道优势的重中之重。本文结合我国家电行业的特点,在运用营销渠道知识和理论的基础上,分析了我国家电营销渠道的发展历程、渠道体系构成(包括渠道基本成员、渠道组织模式)的现状,揭示了我国家电营销渠道中存在的问题,提出了家电企业营销渠道创新的途径。更多还原

【Abstract】 After more than 30 years’rapid development, China’s household electrical appliance enterprises have become one of the most competitive industries, whose market has turned to the buyers from the sellers. With the obvious products synchronization, the competition between the household electrical appliance enterprises has changed from products to marketing channels. In order to take the advantages on the market and make themselves more competitive, the household electrical appliance enterprises increase their market percentage by continous marketing ways. There is a popular saying:Where there is the way,there is the heaven. So the importance of the channels construction is obvious. But the choosing of the channels, the first step of the channels construction, which is directly connected to the efficiency and benefit, is the most important aspect in the advantage construction.Combined with the characters of China’s household electrical appliance enterprises, based on the appliance of marketing knowelege and theories, this thesis analyze the development history of household electrical appliance enterprises and the formation of the channel system(including the members in the channel and the model of the channel organization) and reveals the problems in the "channel", raises some creative approaches to household electrical appliance enterprises’marketing更多还原