摘要
大多数生产者并不是将其产品直接出售给最终顾客，在生产者和最终消费者之间
有一系列的营销中间机构执行着不同的功能，这些机构组成了营销渠道。营销渠道的
类型多种多样，随着经济、社会、和政策等外部环境的变化，营销渠道也在持续创新，
在新一轮家电竞争中，拥有规模大、运作灵活、运营成本低、效率高的营销渠道的家
电企业才能脱颖而出。作为公司而言，不断改进自己的营销渠道，其根本目的还是为
了提高公司生产经营效益，提高利润水平，增强企业竞争力。为研究营销渠道对公司
经营效益的影响，本文就以格力电器为例，从文献研究、理论基础、财务指标、和营
销模式对比分析四个方面入手，结合理论和数据来分析问题，并得出结论和建议

本文阐述了什么是营销渠道，营销渠道的类型和功能等理论知识。生产的功能是
把自然资源根据人类的需要转换成某种效用或价值的产品。营销渠道的功能则是把这
种产品从生产者转移到消费者，使得消费者尽可能地减少搜寻成本，快速、高效地满
足需求。为了更直观地使用数据分析问题，本文构建了一个营销渠道对公司经营效益
影响的财务指标体系：从渠道销售、渠道关系、渠道促销、渠道融资四个方面来研究
营销渠道对企业效益的影响。对于以上四个方面，分别使用营业收入、销售毛利率、
销售费用率、资产负债率来衡量

在理论知识和构建的财务指标体系的基础上，本文对选取的案例，格力电器进行
了详细的分析。格力电器自 2004 年与国美决裂，2007 年开始自建专卖点，凭借着在
营销渠道上的优势，创造了空调产销量 8 年全球第一，研究格力的营销渠道管理对其
他家电企业具有非常重要的借鉴意义。首先对格力电器的营销渠道管理现状进行分
析，并介绍了格力电器营销渠道的变更与革新。然后利用本文构建的财务指标体系，
使用 2007-2015 年间的公司财务数据，分析格力电器自变更营销渠道后，公司经营效
益在财务指标上的反映。并对格力、海尔、美的这三家企业的营销渠道模式和财务数II
据，进行对比分析，以更全面地研究格力的营销渠道管理在财务上产生的成果。最后
结合结论给出了相应的建议

关键词：营销渠道 财务数据 渠道关系
作 者：江中民
指导老师：陈 忠III
The Marketing Channel Effect on the Operational
Efficiency of Company ——Taking GREE Electric For
Instance
Abstract
Most producers do not sell their products directly to the end user. There is a series of marketing
intermediaries which perform different functions between producers and consumers. These institutions
form a marketing channel. The marketing channel is of a variety of types. With the changes of external
environment such as economy, society and policy, the marketing channels innovate continuously. In
the new round competition of electric appliance, enterprises with large scale, flexible operation, low
cost of operation, high efficiency will stand out above the rest. The essential purpose of improving the
marketing channels continuously is to improve the operating efficiency of production, improve the
level of profit, and enhance the competitiveness of enterprises. To study on the marketing channels
effect on the operational efficiency, taking GREE Electric as an example, starting with the four aspects
of the literature research, theoretical basis, financial index, and contrastive analysis of marketing mode,
analysis by combination of theory and data, and draw conclusions and recommendations.
This paper describes theoretical knowledge of what is marketing channels, the types and functions
of marketing channels. The function of production is to translate the natural resources according to the
requirements of people into products with s sort of functions and values. The function of marketing
channel is to transfer the product from producers to consumers, so that consumers can reduce the
searching cost as much as possible. In order to analyze by using data directly, this paper constructs a
financial index system of which the marketing channels impacts on the company&39;s operating efficiency.
It can be researched by four aspects: the sales channels, channel relationship, channel promotion, and
financing channels, which are measured respectively by sales revenue, gross margin, cost rate of sales,
and asset liability ratio.
Based on the theory of knowledge and the construction of financial index system, the case of
GREE Electric is analyzed in detail by selected of this paper. The GREE Electric made a clean break
with the United States since 2004, and then began to build exclusive shops from 2007. Depending on
the advantages of marketing channel, they create the 8-year-top-selling of air conditioning on theIV
world. Studying on the management of marketing channels of GREE Electric is of great significant to
other electric appliance enterprises. Firstly, analyze the current situation, introducing the change and
innovation of marketing channels management of GREE electric appliance. Then according to the
financial index system constructed in this paper, using the financial data of company during 2007-2015,
and analyzing the reflection of operating efficiency on the financial indicators of the company after
changing the marketing channel. In order to research the financial results of the marketing channels of
GREE Electric, comparative analysis on the marketing channels and financial data of GREE, Haier
and Midea. Finally, provide the corresponding suggestions by combining conclusions.
Keywords: marketing channel, financial data, channel relationship
Author：Jiang Zhongmin
Tutor：Chen Zhong目 录
第一章 绪 论 ··1
一、研究背景和意义1
（一）研究背景1
（二）研究目的和研究意义2
二、国内外文献综述2
（一）国外研究综述2
（二）国内文献综述4
（三）国内外文献综合评价6
三、本文研究方法及研究思路7
（一）研究方法7
（二）本文的研究思路7
（三）本文的不足8
第二章 关于营销渠道及其财务研究理论 ··9
一、营销渠道相关理论9
（一）营销渠道的基本概念9
（二）营销渠道的结构9
（三）营销渠道的类型·10
（四）营销渠道的功能· 11
（五）营销渠道的发展与渠道改进 ·12
二、关于营销渠道财务指标·13
（一）渠道销售管理方面·13
（二）渠道关系管理方面·13
（三）渠道促销管理方面·14
（四）渠道融资管理方面·14
第三章 格力电器简介及其营销渠道管理 16
一、格力电器简介·16
二、格力电器营销渠道的演变·17三、格力电器营销渠道的现状·19
（一）营销渠道销售管理
。。。以上简介无排版格式，详细内容请下载查看