HR集团家电市场精品零售渠道管理优化与创新研究

发布时间：2018-01-27 05:28

本文关键词： HR集团精品零售渠道管理管理优化管理创新　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：HR集团1984年创立于青岛。创业以来,HR集团坚持以用户需求为中心的创新体系来驱动企业持续健康发展,从一家资不抵债、濒临倒闭的集体小厂一发展成为全球最大的家用电器制造商之一。2012年,HR集团全球营业额1631亿元,在全球17个国家拥有8万多名员工,HR集团的用户遍布世界100多个国家和地区。HR已跃升为全球白色家电第一品牌,并被美国《新闻周刊》(Newsweek)网站评为全球十大创新公司。 HR集团12年国内家电市场年度销售额为852亿,其中精品零售渠道实现销售额70亿元。精品零售渠道主要是山全国120多家综合性百货商场和家电连锁店等组成,主要集中在一二级市场,共有门店1000多家,是HR集团产品及品牌形象的展示窗口,对于HR集团在国内家电市场品牌形象的树立有着不可替代的作用。所以,对HR集团精品零售渠道的管理研究,一直是HR集团国内家电市场渠道管理的一个重要组成部分。本文通过各种理论、工具及相关资料,对HR集团国内家电市场精品零售渠道进行分析研究,通过分析渠道内外部环境、渠道管理现状及渠道管理中存在问题,提出问题解决优化策略,并规划出精品零售渠道管理的创新策略。本论文共分七个部分,第一部分是绪论,介绍本文的选题背景、研究意义、研究内容、研究方法、本文结构安排和创新点；第二部分是对本文相关的营销渠道管理理论和营销渠道创新理论进行综述；第三部分是对HR集团家电精品零售渠道进行宏观环境、行业环境和微观环境分析；第四部分则分析了HR集团精品零售渠道的管理现状,并指出了精品零售渠道管理目前存在的问题；第五部分则是针对目前HR集团对精品零售渠道管理中渠道组织、渠道控制、渠道激励等各个环节上存在问题提出优化策略；第六部分规划出HR集团家电精品零售渠道管理的创新策略；第七部分是研究结论和展望,总结精品零售渠道管理优化与创新研究的成果并指出本文不足之处和进一步研究的方向。
[Abstract]:HR Group was founded in 1984 in Qingdao. Since its inception, the HR Group has adhered to a user-centered innovation system to drive the sustainable and healthy development of the enterprise, from an insolvent company. In 2012, the HR Group had a global turnover of 163.1 billion yuan, with more than 80,000 employees in 17 countries. HR Group customers in more than 100 countries and regions around the world. HR has leapt to become the world's first brand of white goods. And by the United States, Newsweek, the Web site as the top ten innovative companies in the world. HR Group for 12 years domestic home appliances market annual sales of 85.2 billion. Boutique retail channels achieve sales of 7 billion yuan. Boutique retail channels are mainly composed of more than 120 comprehensive department stores and home appliance chains, mainly concentrated in the primary and secondary markets. There are more than 1000 stores, which is the display window of HR group's products and brand image, which plays an irreplaceable role in the establishment of HR group's brand image in domestic home appliance market. Therefore, the research on the management of the excellent retail channel of HR group has been an important part of the domestic household appliance market channel management. This paper through various theories, tools and related information. Through the analysis of the internal and external environment, the current situation of channel management and the existing problems in channel management, the optimization strategy is put forward. And plan the innovation strategy of retail channel management of boutique goods. This paper is divided into seven parts. The first part is introduction, which introduces the background, significance, content, method, structure and innovation of this paper. The second part is a review of marketing channel management theory and marketing channel innovation theory. The third part is to carry on the macroscopic environment, the profession environment and the microscopic environment analysis to the HR group household appliance boutique retail channel; The 4th part analyzes the management status of HR Group's boutique retail channels, and points out the existing problems in the management of boutique retail channels. The 5th part is aimed at the existing problems of channel organization, channel control, channel incentive and so on in HR group's channel management of boutique retail channel at present, and puts forward the optimization strategy; In the 6th part, the innovation strategy of HR group's household appliances retail channel management is planned. The 7th part is the conclusion and prospect of the research, summarizes the research results of the optimization and innovation of the retail channel management, and points out the shortcomings of this paper and the direction of further research.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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