《格力公司营销渠道策略分析》-毕业设计论文（学术).docVIP

精品 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 Gree Air Conditonor distribution channel strategy analysis [Abstract] Based on the challenges of Gree air distribution channel analysis, distribution channel mode Gree Gree Channel Model Status and analysis of associated costs,combined with examples of Gree air-conditioning distribution channels, Gree air-conditioning in the analysis of distribution channels Gree air-conditioning also made on the reconstruction of the proposed distribution channels, specifically including; manufacturers and distributors to maintain the interests of large bundles; maintain a high density of channel marketing policy; support small dealers; strengthen the importance of sale terminals; expand distribution channels; establish channels of power, the implementation of pull strategy; improve distribution channels strategy. As a leading Chinese home appliance industry, Gree air-conditioning business to clearly understand the development trend and structure of the channel changes, and to take appropriate measures to adapt or change channels, distribution channels has become the core of Gree. With the increasingly fierce market competition, market distribution channels, the success of the business success or failure will be a watershed. Hope that through the analysis of distribution channels, Gree air-conditioning distribution channels can contribute to development of the theory, also can improve the distribution channels of Chinese enterprises to provide a useful reference. [Key words] Gree Air Conditioning；Distributi