格力公司营销渠道策略分析(毕业论文doc).docVIP

长春公共关系学院毕 业 设 计（论 文） 格力公司营销渠道策略分析 姓 名 系 别 公共关系 专 业 公共关系 班 级 0916 指导教师 2011 年 11 月 24 日 精品 格力空调分销渠道策略分析摘要 本文通过对格力空调分销渠道的挑战分析、格力分销渠道模式现状分析及格力渠道模式相关成本分析，结合格力空调分销渠道实例，在对格力空调的分销渠道进行分析的同时提出了对格力空调分销渠道重构的建议，具体包括；继续保持生产厂家与经销大户的利益捆绑；维持高密度的渠道促销政策；扶持弱小的经销商；加强对销售终端的重视；拓宽分销渠道；完善分销渠道等策略的研究。作为我国家电行业龙头企业的格力空调如何清楚地认识渠道的发展趋势和结构变化，并采取相应的措施适应或改变渠道，就成为格力分销渠道的核心问题。随着市场竞争的日趋激烈，市场分销渠道的成功与否将是企业经营成败的分水岭。希望通过对格力空调分销渠道的分析能对分销渠道理论的发展有所贡献，同时能为完善我国企业的分销渠道提供有益参考。关键词 格力空调 分销渠道 渠道策略 精品 Gree Air Conditonor distribution channel strategyanalysisAbstract Based on the challenges of Gree air distribution channel analysisdistribution channel mode Gree Gree Channel Model Status and analysis ofassociated costscombined with examples of Gree air-conditioningdistribution channels Gree air-conditioning in the analysis of distributionchannels Gree air-conditioning also made on the reconstruction of the proposeddistribution channels specifically including manufacturers anddistributors to maintain the interests of large bundles maintain a highdensity of channel marketing policy support small dealers strengthen theimportance of sale terminals expand distribution channels establishchannels of power the implementation of quotpullquot strategy improvedistribution channels strategy. As a leading Chinese home appliance industryGree air-conditioning business to clearly understand the development trendand structure of the channel changes and to take appropriate measures to adaptor change channels distribution channels has become the core of Gree. Withthe increasingly fierce market competition market distribution channels thesuccess of the business success or failure will be a watershed. Hope thatthrough the analysis of distribution channels Gree air-conditioningdistribution channels can contribute to development of the theory also canimprove the distribution channels of Chinese enterprises to provide a usefulreference.Key words Gree Air Conditioning；Distribution channels；Channel Strategy 精品 目 录一、格力空调的概况 ...................