长虹美菱自建专卖店渠道策略研究

发布时间：2018-06-16 04:13

本文选题：渠道 + 自建渠道　；参考：《电子科技大学》2013年硕士论文

【摘要】：随着国美、苏宁等家电连锁渠道逐步成为家电流通领域的重要力量,家电制造企业正在或者已经失去一、二级市场甚至部分三级市场的渠道话语权。三、四级市场成为家电制造企业渠道争夺的最后阵地。不能拥有可控的、稳定的、可持续发展的市场销售渠道,必将丧失渠道最终的话语权。因此格力、海尔、长虹、美的等家电制造企业想在与大型连锁博弈中增加砝码,自建专卖店渠道体系成为家电制造企业的唯一选择。自建渠道究竟是家电制造企业的出路还是绝路呢?笔者根据本人实际工作经验,运用所学习的相关理论知识,结合行业发展的实际情况,通过具体分析长虹美菱专卖店现状,比较格力、海尔、美的等在专卖店建设、管理、经营方面具体做法,找到了长虹自建专卖店过程中存在的问题,进行分析和研究,找到应对的方法和改进措施,并对长虹的专卖店建设、管理和后期经营提出了一系列优化方案。通过对比研究发现长虹专卖店是可以成功的,就像格力专卖店、美的专卖店、黑白家电海尔专卖店一样。但是,长虹必须吸取其他同行在专卖店中的经验和教训,才能够成功!
[Abstract]:With Gome, Su Ning and other household appliance chain channels gradually become an important force in the field of household appliances circulation, home appliance manufacturing enterprises are or have lost the channel voice of the first, secondary and even part of the third market. Third, level 4 market becomes the final position that home appliance manufacturing enterprise competes for channel. Without a controllable, stable and sustainable marketing channel, the final voice of the channel will be lost. Therefore, Gree, Haier, Changhong, Meimei and other home appliance manufacturing enterprises want to increase weight in the game with large chain, and build their own monopoly store channel system to become the only choice for household appliance manufacturing enterprises. Is the self-built channel is the outlet of the home appliance manufacturing enterprises or the end of the road? According to my actual work experience, using the relevant theoretical knowledge I have learned and combining with the actual situation of the industry development, through the concrete analysis of the current situation of Changhong Meiling exclusive store, comparing Gree, Haier, Meimei, etc., in the construction and management of specialty stores, In the aspect of management, we have found out the problems existing in the process of Changhong's self-building exclusive stores, analyzed and studied them, found the corresponding methods and improvement measures, and constructed Changhong's specialty stores. Management and later management put forward a series of optimization schemes. Through comparative study, it is found that Changhong Monopoly can be successful, just like Gree's, Meimei's, and Black and White Household Appliance Haier's. However, Changhong must learn from the experience and lessons of other peers in the store in order to succeed!
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F721

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