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GZ空调国内营销渠道优化研究_MBA硕士毕业论文DOC

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文本描述
摘要白电行业与人们的生活息息相关,在现代经济生活中发挥着重要的作用。而
空调行业作为我国白电行业中市场化程度最高,发展最为充分的子行业,也面临
着最为激烈的市场竞争。当前,我国不同品牌空调的生产工艺和技术特点各有千
秋,在科技水平相差不大的情况下,国内空调市场竞争的焦点已由价格甚甩质量
转向营销渠道。在这个“渠道为的时代,营销渠道已经逐步成为/我W々调
企业核心竞争力的重要组成部分,对空调产品销售的最终绩效W着至关重要的作
用。特别是随着以苏宁、国美为代表的大型家电连锁零售商在空调营销渠道网络
布局中的迅速崛起壮大,以及进入:联网+”时代以来电子商务的快速发展,
都对传统国内空调市场营销渠道体系和模式产生了巨大的冲击

目前,我国经济发展己经进入“新常态”,空调行业也连续遭遇多个“冷年”

面对经济下行压力和激烈的市场竞争,国内空调企业必须根据所处的环境、自身
经营管理实际和发展战略,打造一套切实可行的市场营销渠道。此外,随着我国
空调企业发展规模的扩大,多元化的产品组合也对市场营销渠道的适应性和多样
化提出了更高的要求。在此形势下如何创新出一套适合国内市场特点的营销模式
就成为我国空调企业需要重点思考和解决的课题

GZ公司作为一家世界著名的家电企业,在30余年的发展历史中始终坚持实
千创新,专注实体经济,聚焦家电制造,目前己经成为了国内微波炉市场的领军
企业之一,无论在技术实力还足品牌丨:丨碑上都有着巨大的优势。GZ空调进入空
调领域的时间相对较短,似拓借其惯川的低成木、低价格战略,迅速在这争激烈
的中国空调市场杀出一片天地。但在短哲的辉煌后,GZ公司遇到了不同于过去
小家电销售的难题,虽然在艰难的转型后站稳了脚跟,但GZ空调至今在国内空
调行业仍然只能扮演市场追随者的角色。近年来,GZ空调选择了一条“产业电
商”的发展迠路,重点培育和开发国内空调线上市场,在电子商务领域成功做到
了后来店上。H前GZ空调营销渠道无论是数量还是质量上相比竞争者都有较大
不足,在经营过程中暴露出众多的问题,主要包括线下营销渠道建设落后以及营
销渠道冲突严重两方面,原因在于GZ空调营销渠道成员管理水&39;卜低下,过分依
赖线上背销渠道

I 营销渠道作为现代企业,尤其是制造企业市场营销管理的关键所在。针对
GZ空调国内营销渠道存在的问题及原因,GZ空调可以从以下几个方面点对其
营销渠道建设和管理工作进行完善:一是完善GZ空调国内营销渠道体系,具体
包括展开
&39;
国内营
&39;
销渠道再设i十和优化、合理控制营销渠道宽度以及_步发力营嵫
&39;
渠道终端建设;二是加强GZ空调营销渠道成员管理,具体包括合理选择营销渠
道成员、科学设计渠道成员考评制度、建立健全营销渠道成员激励机制以及建立
健全营销渠道后勤保障机制;三足蚩视GZ空调‘丨钔渠道冲突的控制,具体包括
加强渠道成员的分丄和合作以及严格打击“帘货”问题;四是进一步完善线上营
销渠道建设,具体包括优化线上H销渠道、加火网络终端建设、以0建电商平台
为核心加人屯商推广力度以及推进电商A钔梁逝和传统荇销渠道协同发M

营销渠道只是企业市场营销活动屮的…个组成部分,企业更好的生存和发展
仅靠营销渠道优化是不够的。但营销渠道的建设和管理同时又是一个复杂的系统
工程,尤其对我国空调企业而言有着至关重要的地位。只有更好的从战略高度思
考营销渠道的建设和管理,由上至下,由浅入深推进营销渠道优化,同时不断引
入新时代的互联网思维,才能够让企业的营销渠道无论在理论研宄还是在实践探
索上都取得长足的发展和进步

关键: gz空调,营销架道,市场环境,m道冲突,电子商务
II Abstract
The white power industry is closely linked with people&39;s life, play an important
&39;
role in the modern economic life, and the air conditioning industry as a market of
white power industry in China is the highest, most sub sectors fully, also faces the
fierce competition in the market. At present, each one has its own merits production
process and technical characteristics of differcnl brands of air conditioning in our
country, the level of science and technology in similar circumstances, the domestic
air-conditioning market competition has been the focus of price and quality to the
marketing channel. In this era of channel is king, the marketing channel has
gradually become an important part of
&39;
the core competitiveness of China&39;s air
conditioning enterprises, which has a vital role in the final performance of air
conditioning products sales. Especially with Suning, Gome as the representative of
the large home appliance chain retailers in the marketing channel network layout in
the rapid growth of the rise, and since the Internet plus era of the rapid development
of e-commerce, has a great impact on traditional marketing channels of domestic air
conditioning system and mode.
At present, China&39;s economic development has entered a new normal, the air
conditioning industry also suffered multiple cold, in the face of the pressure of the
economic downturn and fierce market competition, the domestic air-conditioning
enterprise must according to the actual environment, their management and
development strategy, and design a set of feasible and adapt to the development
marketing channel. In addition, with the expansion of the scale of the development of
China&39;s air conditioning enterprises, diversified product mix also put forward higher
requirements for the adaptability and diversification of marketing channels. In this
situation, how to create a set of marketing model suitable for the characteristics of the
domestic market has become the focus of China&39;s air-conditioning companies need to
consider and solve the problem.
(iZ company is a world famous household appliance enterprises in more than 30
years of history, always adhere to the pragmatic innovation, focus on the real
economy, the focus of home appliance manufacturing, has become one of the
domestic microwave oven market leader, in terms of technical strength or brand
reputation is a huge advantage. GZ air conditioning air conditioning field into a
relatively short period of time, but with low cost, the usual low price strategy, quickly
in
~*
N blaze a world in the fierce competition in the Chinese air conditioner market, but in
the brief period of prosperity, GZ company encountered problems in the past sales of
small appliances, although in a difficult transition after a firm the heel, but GZ airconditioning so far in the domestic air-conditioning industry still can play the role of
-
market follower. In recent years, GZ air conditioning choose a path of development
industry, focusing on cultivating and developing the domestic air conditioner
market in the field of electronic commerce online, managed to catch up from behind.
Therefore, the choice of GZ air conditioning as a case study has a strong typical
significance. At present. GZ marketing channel both in quantity and quality than
competitors are quite inadequate, exposed in the operation process of numerous
problems, including oftline marketing channels and marketing channel conflict
seriously behind the construction of two aspects, the reason lies in the low level of G7,
marketing channel member management, over reliance on online marketing channels.
Marketing channel as a modern enterprise, especially the key manufacturing
enterprise marketing management, in an increasingly sophisticated air-conditioning
market today and in the increasingly fierce competitive environment, air-conditioning
manufacturing enterprises in China should be the design and management of
marketing channel attention. Based on the domestic GZ air conditioning problems of
the marketing channel, on the basis of the academic outstanding theory, the future of
GZ air conditioning can take the following several countermeasures for the marketing
channel construction and management is perfect: one is to improve the domestic GZ
air conditioning system of marketing channel, including the optimization of the
marketing channel design, reasonable control of marketing channels the width and the
promotion of marketing channel structure ilat development; the two is to strengthen
the GZ marketing channel member managcmenl, including the selection of channel
members, channel members of the scientific design evaluation system, establish
marketing channel incentive mechanism and the establishment of a sound marketing
channel logistics support mechanism; three is to control the attention of GZ air
conditioner marketing channel conllict* including to strengthen the channels of the
members ol
&39;
thc division of labor and cooperation and strict combat Cuanhuo issues;
the four is to further Improve the online marketing channels, including the
optimization of online marketing channels, increase network terminal construction, to
self business platform as the core to increase efforts to promote electricity supplier
and promote business marketing channels and traditional marketing channels
IV coordinated development.
Marketing channel is only one part of the enterprise marketing activities. It is not
enough to optimize the marketing channel. However, the construction andmanagement of marketing channels is also a complex- system engineering, especially
for China&39;s air-conditioni
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