XL冰箱营销渠道及其管理优化研究-工商管理专业论文.docxVIP

万方数据 万方数据 摘要 摘 要 渠道作为 4P 营销理论组合的四要素之一，他的重要性，越来越受到营销管 理人员的重视。随着产品同质化程度不断增高，营销渠道更是成为企业攻城掠地、 抢占市场份额的利器，乃至成为企业核心竞争力之一。营销渠道的完善与创新， 将有助于企业保持长久的竞争力。 冰箱行业是我国市场化程度最充分、发展最成熟、竞争最为激烈的行业，随 着以国美、苏宁为代表的连锁企业在一、二级市场的迅速扩张，渠道成本不断增 高，城市冰箱市场趋于饱和，冰箱企业纷纷把目光转向了农村市场，XL 冰箱率 先进入农村市场，占据较大市场份额。然而，随着农村家电市场竞争的加剧，XL 冰箱也面临增长乏力，现有渠道成为了发展的瓶颈。现在主要的问题就是对现有 的营销渠道进行优化和创新，使优化后的渠道保持高效、顺畅，从而为公司整体 发展战略服务。 本文着重论述了在挑战与机遇并存的农村市场环境中，XL 冰箱如何在现有 渠道的基础上，进行渠道的有效管理和实施，并进行创新，以解决企业现在渠道 方面存在的不足，并最终为企业的战略目标提供支持。同时，本文在对 XL 冰箱 营销渠道现状的考察的基础上，明确提出 XL 冰箱现有渠道存在的问题，然后找 出原因，运用营销渠道管理理论及方法，在现有渠道的基础上进行了结构优化设 计、关系优化设计、功能优化设计。在农村营销渠道的管理阶段，对渠道的评估 与调整、渠道成员的选择与培训、渠道差异化营销也提出了新的思路和建议。本 文对 XL 冰箱农村市场营销渠道的探索，不仅对该企业渠道建设，而且也为其他 生产企业营销渠道的建设具有借鉴意义。 【关键词 】 冰箱，农村市场，营销渠道 【研究类型】 应用研究 I ABSTRACT ABSTRACT The importance of marketing channel (one of the four elements of the 4P marketing combinatorial theory) receives increasingly more attentions from the marketing management personnel. As the homogenization degree of the products increase continuously, marketing channel changes into a very important weapon for enterprises to knock the competitors and acquire more market shares, and hence becomes a core competitiveness of enterprises as well. Therefore, the sound improvement and innovation of the marketing channels will help enterprises maintain the competitiveness for a long term. Refrigerator industry is an industry which is marketized the most fully and also has the most mature development and the fiercest competition in China. Along with the rapid expansions of the chain enterprises (represented by GOME and SUNING) at the primary and secondary markets, the cost for channels rise with a stop, and the refrigerator market at cities tend to be saturated as well. Therefore, the refrigerator enterprises have turned to the rural market successively. For example, XL entered the rural refrigerator market, so it owns a large market share at present in China. However, as the competition at the rural home appliance market gets more intense, XL refrigerator is f