家电产品营销渠道策划浅析---以新飞家电产品为例

华北水利水电学院毕业论文I家电产品营销渠道策划浅析--以新飞家电产品为例摘要：经历二十多年的发展，我国家电行业已经从导入期、成长期，发展到了成熟期，生产规模不断扩大，品牌集中度不断提高，已经从价格竞争、广告促销竞争、品牌竞争，转向了营销渠道竞争,建立高效、敏捷的营销渠道已经成为家电企业新的利润来源。本文主要以新飞集团为例，针对我国家电营销渠道存在的问题和我国家电行业未来的发展趋势，对新飞集团营销渠道进行了系统分析。通过分析新飞集团的发展现状及其渠道存在的问题，提出了新飞集团营销渠道优化策略，并提出我国的家电企业应根据其所在的不同市场实行相应的多元化、扁平化的渠道模式，即以与家电连锁企业结盟和直营零售的渠道模式为主，以传统的区域代理制为辅，以网络营销为发展方向。加强渠道成员在分销、物流和电子商务等方面的分工、协作与联盟，建立垂直渠道系统和水平渠道系统，获得专业化效益和规模效益。阐述了渠道重心下移、掌控终端、渠道扁平化的意义，建议我国家电企业充分应用物流配送系统和分销管理系统，使渠道成员之间信息通畅，建立敏捷配送链，力求在家电营销渠道的框架内提供较为实际的参考，以促进家电市场的健康、持续发展，寻求提升我国家电企业营销竞争力的途径。关键词：家电，新飞集团，营销渠道，扁平化华北水利水电学院毕业论文IIElectricalappliancesproductmarketingchannelplanninganalysed--toFrestechelectricalappliancesproductforexampleAbstract：Thehouseholdapplianceofourcountryhavewentthroughtheperiodofintroductionandtheperiodofgrowingupandcometotheperiodofmaturityafterit’sdevelopmentfor20years，withit’sexpansionandbrandsconcentrationstepbystep，thecompetitioninpriceandadvertisementandpromotionandbrandhavetransfertomarketingchannels．Ithasbeenthenewprofitresourcesforthehouseholdapplianceenterprisetosetuphighefficiencyandquicklyresponsemarketingchannel.Accordingtovariedmarketinresponseofthepresentproblemandfuturetrendofnew-flygroup,thispaperchooseFrestechasthecaseandanalyzesthechannelofhouseholdapplianceofourcountrysystematically.ThroughtheanalysisofthepresentsituationandthedevelopmentoftheFrestechchannelexistingproblems,IsystematicallyanalyzeFrestechmarketingandputforwardFrestechtooptimizingstrategyofmarketingmarketingchannelsinhomeappliances.Thepaperpointsoutthathouseholdapplianceenterprisesshouldpracticemany—facetedandshortsalechannelpattern，itshouldmainlypracticethepatternofcollaboratingwithchainedhouseholdappliancebusinessandthepatternofdirectlysupplyanddistribution，complementedwiththetraditionalpatternofregionalagentandthefuturepatternofdistributionbynet，Thechannelmembershouldallyandcooperateindistributionandlogisticsande—business，setupuprightandlevelchannelsystemtoacquireprofessionalandlarge-scalebenefit．Thepaperalsopointsouttheimportanceofshorteningsalechannelandmasteringtheretailerterminal，andsuggeststhatthehouseholdapplianceenterprisespracticelogisticssystemandDRP(distributionresourcesplan)tocommunicatingsmoothlywiththechannelmemberandsetupagilesupplychain．Itaimstoprovideamorepracticalwithintheframeworkofthereference,andpromotingthehealthydevelopmentofhomeappliancemarketforascension,homeapplianceenterprisemarketingcompetitionstrengthapproach.Keywords：householdappliance，Frestech，marketingchannels，patternshorten华北水利水电学院毕业论文目录摘要........................................................................IAbstract...................................................................II1概述.....................................................................11.1问题背景与研究内容...................................................11.2家电行业的发展概况...................................................22家电产品的营销渠道建设发展概况...........................................32.1营销渠道的构建理论...................................................32.1.1营销渠道的定义...................................................32.1.2影响营销渠道选择的因素...........................................32.1.3营销渠道的结构...................................................42.1.4构建营销渠道的步骤...............................................42.2家电市场营销渠道建设现状.............................................52.2.1家电行业的市场现状...............................................52.2.2家电营销渠道的演变...............................................52.2.3家电行业的营销渠道模式及优劣势分析...............................63新飞家电营销渠道现状分析与策划管理.......................................83.1新飞家电发展现状.....................................................83.2新飞家电营销渠道建设存在的问题.......................................93.2.1营销渠道的透明度低...............................................93.2.2营销渠道的适应性不强.............................................93.2.3营销渠道成员界限不明.............................................93.2.4营销渠道运行效率低...............................................93.2.5营销渠道的可控性不强.............................................93.3新飞家电营销渠道的环境分析..........................................103.3.1新飞家电的营销渠道模式..........................................103.3.2新飞家电竞争对手的营销渠道分析..................................103.3.3新飞家电营销渠道的SWOT分析.....................................113.4新飞家电营销渠道的策划管理..........................................143.4.1新飞家电营销渠道的发展方向......................................14华北水利水电学院毕业论文3.4.2新飞家电的营销渠道策划..........................................143.4.3新飞家电的营销渠道管理..........................................154总结....................................................................17参考文献...................................................................18附录.......................................................................19附录1：英文原文.........................................................19附录2：中文译文.........................................................23华北水利水电学院毕业论文第1页共25页1概述1.1问题背景与研究内容近几年来，随着全球经济一体化进程的不断加快，市场竞争越来越激烈，国内家电市场趋于饱和，市场上表现出来的供求矛盾日显突出。在家电领域，尽管各种媒介宣称家电市场发展迅速，利润空间大，发展前景诱人，但实际上家电的利润空间在不断下降，到了价格战一触即发的临界状况。这时家电营销发展策略分析显得极为重要，家电市场环境也随各因素的变动而不断变化。在这种背景下，中国的家电企