家电产品营销渠道策划浅析-以新飞家电产品为例.docVIP

家电产品营销渠道策划浅析 --以新飞家电产品为例 摘要：经历二十多年的发展，我国家电行业已经从导入期、成长期，发展到了成熟期，生产规模不断扩大，品牌集中度不断提高，已经从价格竞争、广告促销竞争、品牌竞争，转向了营销渠道竞争,建立高效、敏捷的营销渠道已经成为家电企业新的利润来源。本文主要以新飞集团为例，针对我国家电营销渠道存在的问题和我国家电行业未来的发展趋势，对新飞集团营销渠道进行了系统分析。通过分析新飞集团的发展现状及其渠道存在的问题，提出了新飞集团营销渠道优化策略，并提出我国的家电企业应根据其所在的不同市场实行相应的多元化、扁平化的渠道模式，即以与家电连锁企业结盟和直营零售的渠道模式为主，以传统的区域代理制为辅，以网络营销为发展方向。加强渠道成员在分销、物流和电子商务等方面的分工、协作与联盟，建立垂直渠道系统和水平渠道系统，获得专业化效益和规模效益。阐述了渠道重心下移、掌控终端、渠道扁平化的意义，建议我国家电企业充分应用物流配送系统和分销管理系统，使渠道成员之间信息通畅，建立敏捷配送链，力求在家电营销渠道的框架内提供较为实际的参考，以促进家电市场的健康、持续发展，寻求提升我国家电企业营销竞争力的途径。 关键词：家电，新飞集团，营销渠道，扁平化 Electrical appliances product marketing channel planning analysed --to Frestech electrical appliances product for example Abstract：The household appliance of our country have went through the period of introduction and the period of growing up and come to the period of maturity after it’s development for 20 years，with it’s expansion and brands concentration step by stepthe competition in price and advertisement and promotion and brand have transfer to marketing channels．It has been the new profit resources for the household appliance enterprise to set up high efficiency and quickly response channel. According to varied market in response of the present problem and future trend of new-fly group, this paper choose Frestech as the case and analyzes the channel of household appliance of our country systematically. Through the analysis of the present situation and the development of the Frestech channel existing problems, I systematically analyze Frestech marketing and put forward Frestech to optimizing strategy of marketing marketing channels in home appliances. The paper points out that household appliance enterprises should practice many—faceted and short sale channel pattern，it should mainly practice the pattern of collaborating with chained household appliance business and the pattern of directly supply and distribution，complemented with the traditional pattern of regional agent and the future pattern of distribution by net，The channel member