关于家用空调业营销渠道的创新研究-工商管理专业论文.docxVIP

广西大学工商管理硕士学位论文关于家用空调业营销渠道的创新研究 广西大学工商管理硕士学位论文 关于家用空调业营销渠道的创新研究 摘 要 在中国整个机械行业中，空调产业与国外先进水平的差距最小，中国 的空调产业仅用了20年时间便一跃成为世界三个空调生产大国之一。与 此同时，目前空调业也成为中国市场竞争最充分最成熟的行业。 在产品技术、性能、质量、价格等方面越来越同质化的今天，作为空 调制造厂家，需要以消费者为中心，围绕消费者满意组织各种经营活动。 这就要求企业不仅要让消费者方便购买产品，更要以快捷的速度对消费者 的购买需求和评价做出反应。随着企业对营销渠道的不断改进，各种营销 渠道效率的差异日益明显，已成为空调生产企业市场营销中具有决定性影 响的重要因素。因此，营销渠道的不断优化与创新将成为空调行业可持续 发展的重点。 在广泛收集第一、二手资料的基础上，针对我国空调行业营销渠道发 展的现状以及存在问题，用系统分析、实证研究和比较分析的研究方法， 借助国内外学者对营销渠道的研究成果，有重点地分析了目前空调业正在 运行的海尔、格力、苏宁三种典型营销渠道模式。结合营销渠道发展趋势 创新的提出了“战略联盟型”、“共用渠道型”两种模式，详细分析了两种 模式的优势以及运作的可行性。希望本论文能对空调行业各企业在营建或 改进营销渠道过程中起到一定的实际借鉴作用· 关键字。空调业营销渠道创新 第1页共V页 ￡耍奎兰三堕矍里堡主竺堡笙兰lNNOVATl0N ￡耍奎兰三堕矍里堡主竺堡笙兰 lNNOVATl0N RESEARCH ABOUT AlR CONDITl0NlNG INDUSTRY MARKETING CHANNEL Abstract Among the gaps between china and the world’S most advanced level in the field of machine industry,the air-conditioning industry’S is the narrowest ofall．Witll 20 year’S development．china has jumped to one of the three biggest air-conditioning industry’S market has also grown into the mature and tidiest ones in our china． Since the technique，function，quality,price of air-conditioner tend to have more and moll homogeneity,as producers，they should be customer_oriented，and organize various kinds of business activities according to the consumer’S need．These require that the producers not only should make the customers’purchasing more convenient，but also should react to the customers’needs and evaluation about their products as soon as possible． Wim the continuous improvement in the marketing channel．the efficiency difference between different marketing channels has become more and more obviously,it has been a crucial factor of air·condition’S marketing．So the continuous optimization and innovation of marketing channels will be the key point in the air-conditioning industry’S sustainable development． Based on the first hand and second hand materials extensively collected，aiming at the situation and problems which exist in the development of the air-conditioner’S m