摘要
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摘 要
随着家电市场竞争越来越激烈，如何提高家电的销售量，为企业创造更多
的利益，这是每一个家电企业在当前必须思考的难题。故此，本文通过对M家
电企业的分销渠道管理优化问题进行研究，分析了M家电企业在分销渠道管理
中存在的种种问题，以分销成员之间与渠道之间产生的冲突为例，对其进行了
详细的论述。本文主要共有三个部分，第一部分，主要是介绍了分销渠道的相
关概念，包括SWOT分析理论、消费者行为理论、STP市场细分理论进行阐述
同时还将国内外对分销渠道的研究现状进行说明，为本文提供相关的理论基础
第二部分，结合第二章中国内外分销渠道理论，对M家电企业当前的分销渠道
管理现状进行分析，包括主要问题及其问题产生的原因。第三部分，对M家电
企业分销渠道管理提出优化建议，包括改变现有渠道结构，采取时下流行的扁
平化管理模式，同时注重提高渠道成员竞争力，加强对渠道控制，对成员工作
效率的评估，还有发展新渠道，采取多元化的渠道管理手段等
总而言之，本文写作的最终目的是通过对M家电企业的分销渠道管理的优
化进行研究，找出当前M家电企业在当前分销渠道管理中出现的问题。通过相
关的理论基础，找出一条可以在实际中对M家电企业分销渠道管理进行优化的
办法，将M家电企业可用的资源进行有效整合，提高企业的经济效益
关键词：M家电企业、分销渠道管理、分销渠道管理优化
ABSTRACT
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Abstract
As the home appliance market increasingly fierce competition, how to improve
the sales of home appliances, create more benefit for the enterprise, it is every
household appliance enterprises in the current have to think about problems.
Therefore, this article through to M electrical appliances enterprise distribution
channels management optimization problem is studied, and analyzed the M home
appliance enterprises in the distribution channel management problems, with channels
of distribution between members and the conflict between, for example, introduced in
detail. This paper mainly consists of three parts, the first part, mainly introduces the
related concepts of distribution channels, including the SWOT analysis theory,
consumer behavior theory, STP theory of market segmentation. Will also be domestic
and foreign research status of distribution channels, provide theoretical basis for this
article. The second part, combining the theory of distribution channel of the second
chapter, both inside and outside China, on the current distribution channels of M
home appliance enterprise management present situation analysis, including the main
problems and the causes of problems. To M home appliances enterprises, the third
part, distribution channel management optimization Suggestions, including the
changing structure of existing channels, adopt popular flattening management pattern,
and pay attention to enhance the competitiveness of channel members, strengthen the
channel control, and a review of members work efficiency, and develop new channels,
and adopt diversified channels management means and so on.
In short, the ultimate goal of writing this article is to M electrical appliances
enterprise to study the optimization of the distribution channel management, find out
the current M home appliance enterprises in the current distribution channel
management problems. Through the relevant theoretical basis, find a can in practice
to M home appliance enterprises to optimize the distribution channel management
measures, will M home appliance enterprise of the available resources for effective
integration, improve the economic benefits of enterprises.
Keywords: M home appliance enterprise, distribution channel management,
distribution channel management optimization
目录
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目 录
第1章 引言 ..... 1
1.1 研究背景 ......... 1
1.2 研究目的与意义 ......... 2
1.2.1 研究目的 ........... 2
1.2.2 研究意义 ........... 2
1.3研究内容与方法 .......... 3
1.3.1 研究内容 ........... 3
1.3.2 研究方法 ........... 3
第2章 相关概念及研究现状 . 5
2.1 分销渠道的相关概念 . 5
2.1.1分销渠道5
2.1.2分销渠道管理 .... 6
2.1.3分销渠道管理优化 ........ 8
2.2 相关基础理论 . 8
2.2.1 SWOT理论 ........ 8
2.2.2消费者行为理论9
2.2.3 STP理论 .......... 10
2.3 国内研究现状 ........... 10
2.4 国外研究现状 ........... 11
第3章 M家电企业分销渠道管理问题与环境分析 ........... 13
3.1 M家电企业分销渠道管理现状 ........ 13
3.1.1 M家电企业简介 .......... 13
3.1.2 M家电企业分销渠道结构现状 .......... 13
3.2 M家电企业分销渠道管理中的主要问题 .... 14
3.2.1 渠道管理模式老旧 ..... 14
3.2.2 渠道成员竞争力不足 . 14
3.2.3 企业与成员关系问题 . 14
3.3 M家电企业分销渠道管理中的问题成因 .... 15
3.3.1 M家电企业分销渠道的结构设计 ...... 15
3.3.2 M家电企业分销渠道成员选择评估 .. 15
3.3.3 M家电企业分销渠道激励制度 .......... 15。