艾欧史密斯公司营销渠道分析-工商管理专业论文.docxVIP

摘要 摘要 II II 线城市，同时随着产品种类的增加，针对不同细分市场的渠道策略会有较大 的差异性。本文通过大量的数据及市场分析，从线上与线下的渠道整合、市 场门店数量与门店效益的提升、家电连锁企业及大代理商管理的角度来阐述 艾欧史密斯公司未来几年渠道管理的重点。 本文通过对艾欧史密斯公司渠道的思考，结合相关渠道管理的理论，探 索如何有效地管理渠道，保证渠道的可控性，灵活性，最终促成销售的持续 高速增长。 关键词 艾欧史密斯 热水器 零售 营销渠道 渠道管理 Abs Abstract III III Abstract A.O. Smith is USA Inc focus on the hot water and heating products. It entered to Chinese market since 1998, It sustained its gains, sales continued to grow at the rate of the 35%. Meanwhile, It also become the unique water heater brand which keep up the share continued to rise in 10 years. In the high- end market retail sales share, the electric water heater and gas water heater is way ahead of other brands. Good quality and channel guarantee the rapid growth. At the beginning of entering China, A.O.Smith paid close attention to the product and channel in the Chinese market. Whether the design of channel, or channel innovation and management, A.O.Smith can keep the pace with times and have definite object in view. Channel management has become one of the important magic weapon s which make the glorious achievement in the Chinese market. Founded more than 140 years, A.O.Smith adhere to own corporate culture and values, they know how to confront and deal with the series of management problems. A.O.Smith summarizes several strategies for the management of channel in the marketing competitions for many years. Every year, A.O.Smith investigates and evaluates dealers according to the mystery customer and customer satisfaction surveys, make sure the dealers strictly enforce the rules. A.O.Smith focus on the improvement of the quality of channel, establish training system combining staff training and special training. Finally, make the solid foundation of the human PAGE PAGE IV resource. In recent years, company improves the information level, carry on the management to the channel with the help of the information system tools. At the premise of the strong execution, these strategies become the powerful weapo