珠海格力电器股份有限公司营销渠道改进研究

发布时间：2018-06-16 02:11

本文选题：营销渠道 + 格力空调　；参考：《湖南大学》2012年硕士论文

【摘要】：一直以来，中国的空调行业以市场容量大著称，可是，大的市场也就造就了众多生产厂家的激烈竞争。进入21世纪的第一个10年间，空调行业已经完全由最初的卖方市场的量的竞争变为买方市场的质的竞争。而在激烈竞争中，企业有效的营销渠道模式和管理策略有利于提升品牌知名度和取得市场竞争优势。文中首先对空调市场的现状作一个较为详细的阐述，引入渠道改进、渠道结构、渠道冲突以及渠道激励等渠道相关理论作为全文的理论基础，指出格力原有的渠道模式已经不适合今后的发展，改进格力的渠道结构以及制定新的管理策略势在必行。然后通过分析营销格力空调现有营销渠道模式和国内空调市场的变化趋势，找出格力现有渠道模式的弊端，诸如厂商矛盾、专卖店问题、串货问题等。总结出三点需要解决的问题：怎样有效管理省级股份制销售公司、怎样有效使作为股东的经销商与格力公司目标一致、怎样解决利益分配不公平的问题。接着根据影响营销渠道设计与管理的主要因素市场因素、产品因素、企业自身因素、渠道成员因素以及环境因素从如何最好地发挥渠道职能的角度设计渠道结构，利用稀释股份等手段将原先的厂商合作的区域股份制公司变为格力的销售分公司，使渠道结构扁平化。并在新的渠道结构中建立网络营销渠道。再在新的渠道结构下提出渠道管理策略，主要从五方面来解决原有渠道的弊端：渠道成员的选择、渠道控制、渠道激励、渠道冲突的管控和物流的管控。最后依据渠道管理策略提出保障措施。保障措施有人员支持、品牌管理、财务支持、信息系统的完善四个方面内容。该篇论文的研究，旨在对格力空调和其他厂商有所帮助，从而改善自身的渠道模式，实现企业获取更高利润的目标。这将会对空调行业的渠道模式改进和渠道管理有一定的指导作用，对相关企业的渠道建设工作也有一些借鉴意义。
[Abstract]:China ' s air - conditioning industry has long been famous for its market capacity , but the big market has made many manufacturers ' fierce competition . In the first decade of the 21st century , the air - conditioning industry has become a competition for the quality of the buyer ' s market entirely by the initial selling market . In the fierce competition , the effective marketing channel model and management strategy of the enterprise are beneficial to the promotion of the brand awareness and the competitive advantage .

Firstly , this paper describes the current situation of air - conditioning market in detail , introduces the channel - related theories such as channel improvement , channel structure , channel conflict and channel incentive , and points out that the original channel model is not suitable for future development , improving the channel structure of the grid and developing new management strategies .

Then , through the analysis of the existing marketing channel model and the trend of domestic air - conditioning market , the author finds out the disadvantages of the existing channel model , such as the contradiction of the Chinese manufacturers , the problem of franchised store and the problem of cross - shipment . The problems that need to be solved in three points are summarized . How to effectively manage the provincial - level joint - stock sales company and how to effectively manage the distributor of the shareholder and the company ' s goal is how to solve the unfair problem of the distribution of interests .

Then , according to the main factors that influence the design and management of the marketing channel , the factors of product , the factors of the enterprise itself , the influencing factors of the channel and the factors of the environmental factors from the angle of how best to exert the channel function , the regional joint - stock company which has cooperated with the original manufacturer is changed into the sales branch of the power by the means of diluting the stock , and the channel structure is flattened . And the network marketing channel is established in the new channel structure .

Then the channel management strategy is proposed under the new channel structure , which mainly solves the defects of the original channel from five aspects : the choice of channel members , the channel control , the channel incentive , the management of channel conflict and the control of logistics .

Finally , we put forward the safeguard measures according to the channel management strategy . The safeguard measures include personnel support , brand management , financial support , and perfect four aspects of information system .

The research of this paper aims at helping the air conditioner and other manufacturers to improve its channel mode and realize the goal of higher profit . This will guide the improvement of channel model and channel management of air - conditioning industry , and it can also be used for reference to the channel construction of the relevant enterprises .
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F426.6

【参考文献】