格力电器营销渠道冲突管理研究
发布时间：2018-09-08 18:27
【摘要】：中国家电行业历经几十年的发展，产品和技术水平都得到很大提高，许多企业已经从世界市场上默默无闻的小字辈发展成为著名的世界性企业，格力、海尔、美的等就是家电企业的杰出代表。作为空调行业世界冠军的格力电器，在国内市场中有着独特的营业渠道管理方式“股份制销售公司和专卖店”，他的成功也是来自不断的对自身营业渠道模式的革新。 “得渠道者得天下”，，在众多非主流制造商掀起“价格战”进行市场渗透，而主流家电制造商不得不以“促销战”等手段来维持市场份额的市场环境中，格力是如何控制这有限的渠道资源，如何成功管理营销渠道中各方的冲突，今后又将面临怎样的多渠道冲突，是值得们去研究和讨论的。 本文通过对格力电器发展成功的营销渠道管理方法进行了详细分析，成功总结了家电市场中各种渠道冲突的深层次对应方案。并对格力电器面临当今电子商务市场发展越来越迅猛的市场环境中，格力电器对应不足表示了担忧。通过研究格力电器的模式，也给我们其他相关家电企业带来启示和借鉴。
[Abstract]:After decades of development, the level of products and technology of the Chinese household appliance industry has been greatly improved, and many enterprises have developed from unknown small characters in the world market into world-famous enterprises, Gree, Haier, Beautiful and so on is the home appliance enterprise outstanding representative. As the world champion of air conditioning industry, Gree electric appliance has a unique business channel management mode in the domestic market, "joint-stock sales company and specialty store". Its success also comes from the innovation of its own business channel mode. "the channel wins the world", in many non-mainstream manufacturers set off a "price war" to carry out market penetration, and mainstream home appliance manufacturers have to "promotional war" and other means to maintain market share of the market environment, How Gree controls this limited channel resource, how to manage the conflict of all parties in the marketing channel successfully, and what kind of multi-channel conflict will be faced in the future, is worth studying and discussing. Through the detailed analysis of the successful marketing channel management method of Gree electric appliance development, this paper successfully summarizes the deep corresponding scheme of various channel conflicts in the home appliance market. And Gree electrical appliances facing the rapid development of e-commerce market environment, Gree electrical appliances corresponding to the shortage expressed concern. By studying the model of Gree Electric Appliance, we also bring enlightenment and reference to other related home appliance enterprises.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274
本文编号：2231332
[Abstract]:After decades of development, the level of products and technology of the Chinese household appliance industry has been greatly improved, and many enterprises have developed from unknown small characters in the world market into world-famous enterprises, Gree, Haier, Beautiful and so on is the home appliance enterprise outstanding representative. As the world champion of air conditioning industry, Gree electric appliance has a unique business channel management mode in the domestic market, "joint-stock sales company and specialty store". Its success also comes from the innovation of its own business channel mode. "the channel wins the world", in many non-mainstream manufacturers set off a "price war" to carry out market penetration, and mainstream home appliance manufacturers have to "promotional war" and other means to maintain market share of the market environment, How Gree controls this limited channel resource, how to manage the conflict of all parties in the marketing channel successfully, and what kind of multi-channel conflict will be faced in the future, is worth studying and discussing. Through the detailed analysis of the successful marketing channel management method of Gree electric appliance development, this paper successfully summarizes the deep corresponding scheme of various channel conflicts in the home appliance market. And Gree electrical appliances facing the rapid development of e-commerce market environment, Gree electrical appliances corresponding to the shortage expressed concern. By studying the model of Gree Electric Appliance, we also bring enlightenment and reference to other related home appliance enterprises.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274
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本文编号：2231332
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