格力电器营销渠道冲突与调适研究毕业终稿.docVIP

2011届毕业生毕业论文 题 目：格力电器营销渠道冲突与调适研究 院系名称： 管理学院 专业班级:市场营销0702班 学生姓名： 赵珊珊 学 号：20074900829 指导教师： 穆健康 教师职称: 副教授 2011年5月22日 由于我国现阶段营销渠道发展状况还处于从传统型向现代型转化的进程中，所 以在这个当中会出现大量的营销渠道成员之间矛盾和冲突。我国空调行业是渠道冲 突发生的典型领域，如何及时发现冲突并进行有效协调，构建稳定、高效的营销渠 道对空调行业来说越来越重要，对其进行进一步研究具有重要的理论研究价值和实 践意义。 本文采用理论分析与实证研究相结合的方法，系统分析和总结国内外渠道冲突 理论，着重分析了 Pondy的渠道冲突的五阶段模式，重点讨论了 David的基于制造 商关系承诺的协调机制。在此理论基础上，对目前空调行业中龙头企业一一格力公 司渠道冲突的状况、成因做了较深入的分析，最后根据冲突、协调模型，针对格力 公司的具体情况给出渠道冲突协调的策略和现有渠道的优化措施。 通过本文的研究，得到以下主要结论：国美-格力冲突的原因主要有渠道模式不 同、沟通机制的缺乏、渠道行为不当三个方面；今后格力应构筑有效的产销联盟， 实施“现代家电连锁+销售股份公司”的战略模式，加速推行渠道扁平化的改革，培 育第三方势力”一电子商务。 关键词： 渠道冲突渠道调适 Title Study on GREE，s Marketing Channel Conflict and Coordination Abstract Since our country^ distribution channel has been changing from the traditional models to modem models, there are lots of conflicts and disagreements between the channel members in this changing process. Air conditioning industry is the typical area of channel conflict happens. How to timely discovery conflict and effectively coordinate, build a stable and efficient marketing channel to air conditioning industry is more and more important. Carrying on the further research has important theoretical research value and practical meaning. This thesis uses theoretical analysis and empirical research method, systematically summarizing channel conflict theories of domestic and international, analyzing the Pondy channel conflict of five stages mode, stressly discussing the relationship between Davidas basing on manufacturers of coordination mechanism commitment. On the basis of these theory, A more detailed analysis aiming at current air conditioning industry leading enteiprises ― GREE company^ channel conflict situation has did. Finally, according to the Pondy, Davids coordination model, channel conflict coordination strategy and the existing channels of the measures are given .according to the specific circumstances of GREE company. Through this thesis research , the writer draws the following conclusions： GOME ? GREE co