海尔集团美的电器营销渠道策略对比研究

发布时间：2018-03-19 02:38

本文选题：营销渠道策略　切入点：家电企业　出处：《北京交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：进入21世纪,随着中国经济的不断发展,我国的家电市场不断成熟,商品的同质化现象很严重。家电企业之间的竞争已经不仅仅局限于在技术开发、制造工艺、品牌之间的争夺,越来越多的家电制造企业把竞争的重点转移到企业的营销渠道上来。制造企业要在激烈的市场竞争中发展生存,就必须加强自己的渠道开发建设,掌控现有渠道,终端为王已成为中国家电制造企业的共识。销售渠道是中国家电制造企业至关重要的外部资源,尤其是在产品同类化、供相对大于求的买方市场中,只要拥有高效、优质、畅通的渠道,就在较大程度上就能赢得了先机,拥有了市场。企业如果拥有完善而畅通的分销渠道体系,就能把产品高效、快速、低耗地从生产分销到全国各地乃至全球,这不仅仅是企业核心竞争力的体现,也关系到了企业的兴衰与成败。本文通过对中国家电企业中的海尔集团、美的电器进行研究,对其在发展过程中采取的不同渠道策略的研究对比,分析因企业对不同渠道的理解、企业资金实力、企业文化等导致其采取的渠道策略及现实意义,分析其不同营销策略的优劣性,笔者认为传统营销渠道模式适合资金雄厚、品牌知名度高需要稳步发展企业,垂直营销渠道模式适合资金实力较弱、品牌知名度较低需要急速扩张的企业,建议新企业或进入新领域的企业找好选择适合自己的渠道策略,减少在选择渠道策略方面的失误。
[Abstract]:In 21th century, with the continuous development of Chinese economy, the home appliance market of our country is maturing and the homogenization of goods is very serious. The competition among household appliance enterprises is not limited to technology development and manufacturing technology. With the competition among brands, more and more household appliance manufacturing enterprises have shifted the emphasis of competition to the marketing channels of enterprises. If manufacturing enterprises want to develop and survive in the fierce market competition, they must strengthen their own channel development and construction. Control of existing channels, terminal Wang has become a common understanding among Chinese home appliance manufacturers. Sales channels are a vital external resource for Chinese appliance manufacturers, especially in the buyer's market where products are homogenized and relatively larger than demand. As long as we have efficient, high-quality and unblocked channels, we will be able to win the first opportunity and have the market to a large extent. If enterprises have a perfect and unimpeded distribution channel system, they will be able to make their products efficient and fast. From production and distribution to all parts of the country and even the whole world, this is not only the embodiment of the core competence of enterprises, but also related to the rise and fall of enterprises. Based on the research of Haier Group and Meimei Electric Appliance Company in China, this paper compares the different channel strategies adopted in the process of development, and analyzes the financial strength of the enterprises because of their understanding of different channels. The channel strategy and practical significance of enterprise culture are analyzed, and the advantages and disadvantages of different marketing strategies are analyzed. The author thinks that the traditional marketing channel model is suitable for strong funds, and high brand awareness requires steady development of enterprises. Vertical marketing channel model is suitable for enterprises with weak capital strength and low brand popularity. It is suggested that new enterprises or enterprises entering new fields should find suitable channel strategies to reduce the mistakes in choosing channel strategies.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.6

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