TCL家电营销渠道网络分析.doc

TCL家电营销渠道网络分析  摘 要 自20世纪80年代改革开放以来，中国的家用电器行业经过20多年的高速发展，中国家电市场在经过长期的品牌竞争和价格竞争后，各种家电产品己经形成或正 关键词：TCL家电；营销渠道；渠道网络；渠道策略；渠道创新 ABSTRACT Since the 1980s in reform and opening-up, Chinas household appliances industry after 20 years of development, the Chinese electrical appliances market after long-term brand competition and price competition, all kinds of home appliance product formed by several leading brand is forming or in brand awareness, products, technology, performance, quality, price, and service, and these increasingly obvious homogeneity in shopping when no longer become consumers consider the main factor. Consumers are more concerned about is the shopping sites and shopping convenience credibility and perfect service etc. Currently, home appliance manufacturing enterprise in competition and consumer demand, in order to get under the direction of the development, the competition by brand competition gradually forms to channel competition, to improve their own competitiveness. In the household electrical appliance industry popular words： to, who channel thus channel construction in household electrical appliance industry the importance of the competition. And the channel is the first step to channel construction, directly related to the efficiency and effectiveness of channel, thus constructing channel advantages of priority. Based on the characteristics of household electrical appliance industry, on the basis of theoretical analysis, combined with the reality of home appliance distribution channels, home appliance manufacturing enterprises from the perspective of the selection and middlemen mode choice of channel from several aspects such as the choice to study. Only by continuous appliance market innovation, update operation concept, improving the operation mode and management style, seeking the best marketing mix, in the fierce competition in the market, the brand to be implemented. Keywords： TCL appliance;Marketing channelChannel network;Channel strate