格力电器内销渠道优化研究

发布时间：2018-09-01 14:44

【摘要】：“好空调,格力造”,这句响亮却不失霸气的广告语标示着珠海格力电器股份有限公司(下文简称格力电器)占据着中国空调市场一线品牌的领军位置。但随着空调市场竞争的日益加剧,对公司的渠道管理提出了更高的要求。目前,公司的渠道管理在某种程度上存在问题,给公司发展造成一定程度的影响。本文将围绕着格力电器在内销渠道管理上遇到的实际问题进行深入、细致的研究,以寻求有效的解决方法和优化方案。本文以格力电器内销渠道为研究对象,采用理论与实际相结合的研究方法,以渠道管理理论为基础,运用比较和对比分析方法,与其他家电渠道模式相比较发现格力电器在终端、渠道模式、渠道管理等方面存在问题并总结出其原因。在充分学习和领悟国内外先进营销渠道理论的基础上,结合格力电器内销渠道管理的实际情况,提出在一、二级市场上加强与家电连锁店和百货商场的合作,在三、四级市场上建立终端专卖店并扶持弱小经销商以及稳定渠道控制权、开拓网络营销渠道等优化设计方案,同时为保障优化设计方案的顺利实施,本文最后提出了相关配套保障措施。通过本文的研究,希望格力电器在实际经营过程中能够充分利用本文的研究结果改善和提高公司的渠道管理水平。另外,渠道管理仅是销售管理中的一个前置环节,通过梳理渠道管理的过程中也能发现公司在其他流程上存在的管理问题。最后,希望本文能对其它家电企业的渠道管理起到积极的借鉴作用。
[Abstract]:"good Air-Conditioning, Gree Building", this loud but not unobtrusive advertising slogan indicates that Zhuhai Gree Electric Appliance Co., Ltd (hereinafter referred to as Gree Electric) occupies the leading position of the leading brand in China's air conditioning market. However, with the increasing competition in the air-conditioning market, the company's channel management has put forward higher requirements. At present, there are some problems in the channel management of the company, which has a certain degree of influence on the development of the company. This paper focuses on the practical problems encountered by Gree Electric Appliance in the management of domestic sales channels and makes a thorough and meticulous study in order to seek effective solutions and optimization schemes. In this paper, Gree electrical appliances domestic sales channel as the research object, the use of theoretical and practical research methods, based on the channel management theory, the use of comparative and comparative analysis method, Compared with other household electrical appliance channel mode, Gree electric appliance has problems in terminal, channel mode, channel management and so on, and the reasons are summarized. On the basis of fully studying and understanding the advanced marketing channel theory at home and abroad and combining with the actual situation of Gree electric appliance domestic marketing channel management, this paper proposes to strengthen the cooperation with home appliance chain stores and department stores in the first and second market. At the same time, in order to ensure the smooth implementation of the optimal design scheme, we should set up terminal monopoly stores and support small and weak dealers, stabilize channel control rights, open up network marketing channels, and so on. Finally, this paper puts forward the relevant supporting safeguard measures. Through the research of this paper, it is hoped that Gree Electric Appliances can make full use of the research results of this paper to improve and improve the channel management level of the company. In addition, the channel management is only a front link in the sales management, by combing the process of channel management, we can also find the management problems in other processes of the company. Finally, I hope this paper can play a positive role in the channel management of other household appliances enterprises.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F274

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