中日洗衣机企业分销渠道管理的比较研究
发布时间：2018-12-28 17:29
【摘要】：加入世贸组织后,我国对制造业逐步开放,西门子、松下等制造业巨头纷纷进入中国市场,占据了我国家电市场尤其是洗衣机市场的大部分市场份额。国内的一些洗衣机品牌在与国外品牌的激烈竞争中始终处于被动之中,如若不能有效地进行分销渠道的管理,控制渠道冲突,解决渠道矛盾和争端,很容易被中间商抛弃甚至失去整个市场。而日本的松下电器,品牌历史悠久,尤其在分销渠道管理上卓有成效,通过对中日洗衣机行业分销渠道管理的比较研究,能够取其所长,对我国洗衣机自主品牌的分销渠道提供一些参考和借鉴。 本文通过对中国洗衣机企业海尔的分销渠道现状的分析和日本松下的洗衣机分销渠道模式进行比较,结合作者在松下洗衣机销售部门多年的实际工作经历和感受,指出了国内洗衣机企业在营销渠道管理中的问题和短板,同时,利用作者在MBA学习过程中的理论工具对如何完善我国洗衣机企业的分销渠道提出了一些思考和建议。 本文的基本内容将涉及到以下五大部分： 第一部分主要是有关分销渠道的理论分析。主要从三个方面分析：首先,介绍分销渠道的含义,指出分销渠道是产品和服务在所有权进行转移的过程中,由生产者到最终消费者的过程中所经过的一系列的途径,包括生产者、中间商和最终的消费者,同时分析了分销渠道的特征及职能；然后,总结了我国家电行业几种常见的分销渠道模式,在此基础之上分析了几种分销渠道模式各自适用的基本情况；最后,论述了分销渠道对家电企业的重要性及选择分销渠道的具体策略。 第二部分主要围绕洗衣机企业分销渠道展开研究。主要涉及到三个方面的内容：首先,对我国洗衣机行业进行了介绍,并对我国洗衣机行业未来发展趋势进行了预测；然后,概括出洗衣机企业分销渠道管理的重要性；最后,指出了目前洗衣机企业分销渠道的四种常见的模式。 第三部分主要以松下公司为例分析了日本洗衣机企业的分销渠道。一是对松下公司进行了介绍,包括品牌含义、企业简介、组织结构；二是分析了松下公司洗衣机分销渠道管理的三种模式。 第四部分主要以海尔公司为例分析了中国洗衣机企业的分销渠道。一是对海尔公司进行了介绍,包括品牌含义、企业简介；二是分析了海尔公司洗衣机分销渠道管理的两种模式,并对两种模式的具体内容进行了研究。 第五部分主要对中日洗衣机企业分销渠道进行了比较。首先,概括了松下和海尔分销渠道管理各自的优势和缺陷；然后,指出我国洗衣机自主品牌分销渠道存在的问题；最后,提出了国内洗衣机自主品牌分销渠道改进的具体策略。
[Abstract]:After China's entry into the WTO, China has gradually opened up to the manufacturing industry. Siemens, Panasonic and other manufacturing giants have entered the Chinese market and occupied most of the market share of our home appliance market, especially washing machine market. Some domestic washing machine brands are always passive in the fierce competition with foreign brands, if they cannot effectively manage distribution channels, control channel conflicts, and resolve channel conflicts and disputes, It is easy for middlemen to abandon or even lose the entire market. Panasonic of Japan has a long history of brands, especially in the management of distribution channels. Through a comparative study of the management of distribution channels in the washing machine industry between China and Japan, he can take advantage of their advantages. To our country washing machine independent brand distribution channel provides some reference and reference. This paper compares the distribution channels of Haier, a Chinese washing machine enterprise, with Panasonic's distribution channel mode of washing machine in Japan, and combines the author's practical working experience and experience in Panasonic washing machine sales department for many years. This paper points out the problems and shortcomings in the marketing channel management of domestic washing machine enterprises, and puts forward some thoughts and suggestions on how to perfect the distribution channels of washing machine enterprises in our country by using the theoretical tools of the author in the course of MBA study. The basic content of this paper will involve the following five parts: the first part is mainly about the theoretical analysis of distribution channels. It mainly analyzes from three aspects: firstly, it introduces the meaning of distribution channel, and points out that distribution channel is a series of channels in the process of product and service ownership transfer, from producer to final consumer. Including producers, middlemen and final consumers, the characteristics and functions of distribution channels are analyzed. Then, this paper summarizes several common distribution channel models in China's household appliance industry, and then analyzes the basic situation of several distribution channel models. Finally, it discusses the importance of distribution channel to household appliance enterprises and the specific strategy of choosing distribution channel. The second part mainly focuses on the distribution channel of washing machine enterprises. It mainly involves three aspects: firstly, it introduces the washing machine industry in our country, and forecasts the future development trend of the washing machine industry in our country, then generalizes the importance of the distribution channel management of the washing machine enterprise. Finally, it points out four common modes of distribution channels for washing machine enterprises. The third part mainly takes Panasonic as an example to analyze the distribution channel of Japanese washing machine enterprises. First, it introduces Panasonic Company, including brand meaning, enterprise brief introduction, organization structure, and analyzes three modes of distribution channel management of washing machine in Panasonic Company. The fourth part mainly takes Haier Company as an example to analyze the distribution channel of washing machine enterprises in China. First, it introduces Haier Company, including brand meaning, enterprise brief introduction, second, analyzes two modes of distribution channel management of washing machine of Haier Company, and studies the concrete contents of the two models. The fifth part mainly compares the distribution channels of washing machine enterprises between China and Japan. Firstly, it summarizes the advantages and disadvantages of Panasonic and Haier distribution channel management; then, points out the problems existing in the independent brand distribution channel of washing machine in China; finally, puts forward the specific strategies to improve the independent brand distribution channel of domestic washing machine.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.6;F426.6
本文编号：2394231
[Abstract]:After China's entry into the WTO, China has gradually opened up to the manufacturing industry. Siemens, Panasonic and other manufacturing giants have entered the Chinese market and occupied most of the market share of our home appliance market, especially washing machine market. Some domestic washing machine brands are always passive in the fierce competition with foreign brands, if they cannot effectively manage distribution channels, control channel conflicts, and resolve channel conflicts and disputes, It is easy for middlemen to abandon or even lose the entire market. Panasonic of Japan has a long history of brands, especially in the management of distribution channels. Through a comparative study of the management of distribution channels in the washing machine industry between China and Japan, he can take advantage of their advantages. To our country washing machine independent brand distribution channel provides some reference and reference. This paper compares the distribution channels of Haier, a Chinese washing machine enterprise, with Panasonic's distribution channel mode of washing machine in Japan, and combines the author's practical working experience and experience in Panasonic washing machine sales department for many years. This paper points out the problems and shortcomings in the marketing channel management of domestic washing machine enterprises, and puts forward some thoughts and suggestions on how to perfect the distribution channels of washing machine enterprises in our country by using the theoretical tools of the author in the course of MBA study. The basic content of this paper will involve the following five parts: the first part is mainly about the theoretical analysis of distribution channels. It mainly analyzes from three aspects: firstly, it introduces the meaning of distribution channel, and points out that distribution channel is a series of channels in the process of product and service ownership transfer, from producer to final consumer. Including producers, middlemen and final consumers, the characteristics and functions of distribution channels are analyzed. Then, this paper summarizes several common distribution channel models in China's household appliance industry, and then analyzes the basic situation of several distribution channel models. Finally, it discusses the importance of distribution channel to household appliance enterprises and the specific strategy of choosing distribution channel. The second part mainly focuses on the distribution channel of washing machine enterprises. It mainly involves three aspects: firstly, it introduces the washing machine industry in our country, and forecasts the future development trend of the washing machine industry in our country, then generalizes the importance of the distribution channel management of the washing machine enterprise. Finally, it points out four common modes of distribution channels for washing machine enterprises. The third part mainly takes Panasonic as an example to analyze the distribution channel of Japanese washing machine enterprises. First, it introduces Panasonic Company, including brand meaning, enterprise brief introduction, organization structure, and analyzes three modes of distribution channel management of washing machine in Panasonic Company. The fourth part mainly takes Haier Company as an example to analyze the distribution channel of washing machine enterprises in China. First, it introduces Haier Company, including brand meaning, enterprise brief introduction, second, analyzes two modes of distribution channel management of washing machine of Haier Company, and studies the concrete contents of the two models. The fifth part mainly compares the distribution channels of washing machine enterprises between China and Japan. Firstly, it summarizes the advantages and disadvantages of Panasonic and Haier distribution channel management; then, points out the problems existing in the independent brand distribution channel of washing machine in China; finally, puts forward the specific strategies to improve the independent brand distribution channel of domestic washing machine.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.6;F426.6
【参考文献】
相关期刊论文 前1条
1 杜新丽;;家电营销渠道研究[J];郑州航空工业管理学院学报(社会科学版);2009年04期
相关硕士学位论文 前1条
1 马咏梅;渠道冲突管理理论与实证分析[D];西南财经大学;2007年
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