国美电器营销渠道策略创新研究)

西北大学本科毕业论文题目：国美电器营销渠道策略创新研究学生姓名：王志论文编号：120408学院名称：工商管理学院专业名称：市场营销指导教师：李辉摘要I摘要长期以来，中国家电市场的竞争是以价格为核心的。但随着社会的发展，以价格为竞争核心的营销策略已经不能适应市场的要求，而且这种竞争导向是以伤害品牌为代价的。目前的市场上，产品同质化严重，促销力度不断加强，价格战此起彼伏，但家电生产企业的日子却越来越难过。如今的家电市场竞争已经是以渠道为核心的竞争。在诸多因素中，渠道是最不容易被竞争对手模仿的因素。目前，国内的绝大多数企业都在忍受着渠道之痛，特别是近几年来，国美，苏宁，三联等大型家电连锁商场的崛起，更是让企业在渠道上力不从心。国内不少家电企业都曾尝试降低自己对连锁卖场这一渠道的依赖，但是往往收效甚微。家电生产企业亟需渠道改革。本文将从营销渠道的基本理论着手，对目前国内外专家学者对渠道理论的阐述进行了总结，同时介绍了渠道的基本类型和国内主要的家电生产企业的渠道模式。基于对国内多家家电生产企业营销人员和一些地区经销商的访谈.文章站在全局的高度，总结出了目前中国家电生产企业渠道中所存在的主要问题，并提出两种渠道创新的方法来解决目前渠道中存在的问题。文章也建议家电生产企业能够将目光集中在新兴电子商务上，从而开辟新的渠道。关键词：家电经销商；营销渠道；创新AbstractIIGomeResearchStrategyInnovationofmarketingchannelsAbstractForalongtime,thecoreofthecompetitioninthehouseholdapplianceindustryisprice.But,withthedevelopmentofthesociety,thismarketstrategyisnotineffect,what’smore,thisstrategyiseasytodemolishbrand.Onthemarket,householdappliancesproductstendtosame,promotionsareenhanced,andpricewarscontinue,buthouseholdappliancesmanufacturersarestillintrouble.Nowthecoreofthecompetitionhastransferredtothechannel.Channelisthesteadiestgenein4P.Mostnativehouseholdappliancesmanufacturershavepaininthechannelproblem,especiallyinthepastseveralyears,forthegrowthofGome,Sunning,andsoon.Theyhopetodecreasethedependenceonthehouseholdapplianceschainfranchiser,butfailedstill.Thechannelsofhouseholdappliancesmanufacturersneedreform.Thispaperlaunchesonthebasicmarketingchanneltheories,andsummarizethenewestviewsofexpertsintheworld,bothinChinaandabroad.Whilelearningtheprocessingoftheworldhouseholdappliancesindustrydevelopment,wechooseJapanasacomparativeobject,becauseatthattime,Japanesesocial,economicenvironmentissimilarwithChinatoday.TheauthoralsocommunicatedwithsomemarketworkersandfranchisertoknowtherealmatterofChinahouseholdapplianceindustry.Thepaperfindsoutseriouschannelquestionsofthehouseholdappliancemanufacturers,andconsidersthequestionfromthewholeviews.Weputforwardthreesolutionstosolvethequestionsofexitingchannelquestionsandmadechannelinnovative.Thepaperalsogivessuggestionstohouseholdappliancemanufacturerstofocusone-commerce,suchasBtoC,sothatcreatenewmarketchannel.Keywords:Householddealers;Marketingchannels;Innovation目录目录1绪论...................................................................................................................................................................11.1选题背景与意义..............................................................................................................................11.2基本框架与内容安排....................................................................................................................21.3论文的研究方法..............................................................................................................................22营销渠道管理理论综述.............................................................................................................................32.1营销渠道............................................................................................................................................32.2创新与渠道创新..............................................................................................................................73国美电器市场营销环境分析...................................................................................................................93.1国美企业概况...................................................................................................................................93.2国美二级市场竞争战略及营销组合......................................................................................134国美电器现行营销渠道策略分析........................................................................................................174.1国美电器现行营销渠道策略分析..........................................................................................174.2国美电器现行营销渠道存在的问题分析............................................................................185国美电器营销渠道创新...........................................................................................................................215.1国美电器的SWOT分析................................................................................................................215.2国美电器营销渠道创新.............................................................................................................235.3国美家电营销渠道策略创新实施应注意的问题..............................................................28结束语................................................................................................................................................................33参考文献............................................................................................................................................................34致谢.....................................................................................................................................................................3511绪论1.1选题背景与意义本论文系自选题目。家电行业是我国发展最为成熟、市场化程度最高的行业之一。近几年来，中国家电市场的竞争越发激烈。企业为了生存和发展，在营销问题上大动脑筋。从产品上看，同质化程度很高，企业很难走出差异化的道路；从价格上看，整个行业的技术程度在提高，并且主要生产企业基本都实现大规模生产，低成本的竞争优势消失殆尽；从促销上看，尽管力度不断加强，但是