“家电下乡”销售渠道研究-毕业(学术)论文设计.docVIP

PAGE PAGE I 题 目: “家电下乡”销售渠道研究 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘要 家电下乡是一项拉动农村消费升级，提高农牧民消费水平的强农惠农政策，也是一项促进消费，扩大内需，保持国民经济平稳较快发展的重大举措。是一项农民得实惠、企业得市场、政府得民心，有利于经济发展的利民、利企、利国的积极财政政策。其中家电行业渠道的购建以及优化极其重要。这也是本文所研究的重点。 本文在总结大量文献的前提下，以家电下乡销售渠道的定义与结构为基础，在了解农村家电需求特征以及影响农村家电销售渠道因素的前提下。总结出家电下乡销售渠道的组合设计，并提出家电下乡销售渠道的优化方案。 通过本文的研究，得到以下主要结论：发展多元化分销渠道，从而实现市场覆盖率的提高，渠道成本的降低，使其产品价格也随之降低，能更好地满足农村市场的需求。本文认为家电下乡的销售模式应该以短与宽销售渠道的构建模式为主。 关键词： 销售渠道 农村市场 家电下乡 Title Appliances to the Countryside Sales Channel Research Abstract Appliances to the countryside is a stimulating rural consumption upgrade, Raise the consumption level of peasants strong agricultural policy, Is also a promotion of consumption, expanding domestic demand, To maintain stable and rapid economic development of major initiatives. Farmers is a very cost-effective, Enterprises have to market, The Government of the hearts of the people, Conducive to economic development in favor of the people, business-friendly, Conducive to the active fiscal policy. Which channels to purchase household appliances as well as the optimization is extremely important to build. This is not the focus of the study asked. At the conclusion of this paper, the premise of a large number of documents, Appliances to the countryside to the definition of sales channels and structure-based, Needs to understand the characteristics of rural household appliances as well as household appliances sales channels in rural areas under the premise of the factors, Summed up the countryside appliance design a combination of sales channels. Appliances to the countryside and the optimization of sales channels program. Through the study of this article， the following major conclusions：The diversification of distribution channels, I