美的集团的产品分销渠道研究.doc

毕 业 论 文 学生姓名： 学 号： 系别班级： 管理系2008级市场营销本科班 专业（方向)： 市场营销 题 目： 美的集团的产品分销渠道研究 指导者： 副教授 评阅者： 副教授 2012年 4月 20日 毕业论文中文摘要 美的集团的产品分销渠道研究 摘要： 美的家电产品分销渠道以区域总经销和直供经销相结合的复合分销渠道模式。在新形式下存在以下问题：一是渠道冲突：窜货问题时有发生；二是对乡镇市场及新渠道的发展重视不够；三是现货现款的供货政策，缺乏灵活性；四是渠道成员向心力不强；五是渠道效率和适应性需要提高。通过对其分销渠道现状和以上问题存在的原因进行分析，提出了对美的家电产品分销渠道进行优化的建议：一是继续对现有渠道进行扁平化整合；二是建立与经销商之间的合作伙伴关系；三是强化四级市场渠道的控制力和渠道终端建设；四是积极发展新兴渠道；五是强化渠道管理，提高渠道运作效率；六是实施更加灵活的渠道政策。 关键字：家电产品 分销渠道 优化 新兴渠道 毕业论文外文摘要 Title：Media appliance product distribution channels research Abstract Media appliance product distribution channels is with the regional total distribution and retail distribution combination of composite distribution channel mode. Under the new situation exists in the following problems: one is the channel conflict: channeling goods problem occurred frequently; two, not enough attention paid to the rural market or the new development of the channel; Three is the supply policy of cash spot lack of flexibility; Four is channel members’ centripetal force is not strong; Five ，Channel efficiency and distribution channels adaptability should be further enhanced. According to the analysis of the distribution channels status quo and the reason of the existence of the above problems, this paper proposes to Media appliance product distribution channels optimization proposal: first is to continue to existing channels of flating integration；second is to built partnerships with dealers; Third is to strengthen the fourth market channel control and channel terminal construction; Fourth is to develop positive burgeoning channel; Fifth is to strengthen the channel management, improve operation efficiency; Sixth is to carry out more flexible channel policies. Key Words: Appliance product distribution channels optimization burgeoning channels . 目 次 1 引言 1 2 美的渠道模式和管理 1 2.1 当前的渠道模式 1 2.2 渠道管理 3 3 美的家电