创维渠道市场营销论文精要.docVIP

摘要 创维集团有限公司是以香港创维数码控股有限公司为龙头，跨越粤港两地，生产消费类电子、网络及通讯产品的大型高科技上市公司。 经过近二十年的奋斗，创维已成长为蜚声国际的中国家电巨子，2005财年集团年销售额达131亿元，出口额持续8年居全国领先行列，成功挺进世界彩电十大品牌之列，成为中国电子百强名列第15位的优秀企业。 但随着经营产品种类的不断发展、客户的不断增多，公司在彩电产品渠道上暴露出诸如经销商满意度下降、销售增长停滞、销售费用居高不下等等问题，影响了公司的进一步发展。为了解决这些问题，本文从公司现状和存在的问题着手，通过分析公司现行营销渠道的优缺点，进而提出向关系营销渠道转变的建议，并详细制定关系营销渠道的合理化建议、方案，确保企业渠道销售的畅通、良好发展。 关键词: 营销渠道 创维彩电 渠道模式 渠道策略 Abstract The Sky-worth group limited company, which is creates the Sky-worth group numerical code governs limited company take Hong Kong as the main item, surmounts the Guangdong port two places, the productive consumption classelectron, the network and communication product large-scale high technology on the market the company. After the nearly 20 years struggle, creates the Sky-worth group to grow into the cockroach sound international China electrical appliances great master, 2,005 wealth years group year sales volume amounts to 13.1 billion Yuan, the export amount continues for 8 years to occupy the national leading ranks, the success pushesonward rows of the world color television ten big brands, becomes the Chinese electron hundred strongly to be the 15th outstanding enterprise. But along with the management product type unceasing development, the customer unceasingly increases, the company exposes such as the dealer degree of satisfaction on the color television product channel to drop, the sales growth stagnates, the sales expense stays at a high level and so on the question, has affected companys further development. In order to solve these problems, this article begins from the company present situation and the existence question, through the analysis company present marketing channel good and bad points, then proposed transforms the suggestion to the relational marketing channel, and the detailed formulation relations marketing channel rationalization proposal, the plan, guarantee the enterprise channel to sell, the good development condition Key words: The mar