科龙冰箱营销渠道管理研究-工商管理专业毕业论文.docxVIP

西北工业犬学MBA论文摘要 西北工业犬学MBA论文 摘要 我国冰箱业经过二十多年的发展，取得了长足的进步，冰箱行业是我国目前 市场化程度最高的行业之一，也是最成熟的行业之一。由于电冰箱产品高度同质 化，价格空间已压缩至最低限，冰箱生产企业的利润率已经很低。上个世纪90 年代初冰箱制造商建立起来的自有营销网络对渠道的介入程度和控制能力，正面 临着新兴超级连锁的强力挑战，传统的分销渠道模式遭到了巨大冲击。渠道竞争 成为企业竞争的焦点，冰箱制造企业要想在竞争中谋求生存和发展，营销渠道的 建设和管理便成了制胜的关键因素。渠道管理被认为是“最大的营销难题”，因 此渠道研究是市场研究未来发展的重要方向。 本文从目前我国冰箱分销渠道现状入手，探讨了国内主流的冰箱渠道模式， 以科龙冰箱为对象，深入分析了科龙冰箱分销渠道的现状，探讨了科龙公司渠道 中存在的主要问题，并结合渠道基本理论与科龙公司的实际情况，提出了科龙公 司改善渠道的方法和途径。 在本文的最后，笔者对海信入主科龙作了一个分析。海信收购科龙，使得科 龙公司的渠道建设出现了新的问题与情况，本文对此情况进行展望。相信海信公 司的介入有助于科龙公司摆脱“格林柯尔系”所带来的问题与困难，重新走上健 康的发展道路。 关键词：科龙冰箱；营销渠道；渠道模式；渠道冲突 两北r业大学MBA论文Abstract 两北r业大学MBA论文 Abstract The refrigerators industry has made great progress after more than twenty years rapidly development．However,this industry nOW is undergoing a fierce competition At present，the refrigerator industry is one of the most marketing oriented as well as the most matured industries．On the other side，the manufactures share the nearly same brand reputation and product technology,quality,price and after sale service．SO the profit is very low for them．In the early of 1990’S，the self-owned distribution networks set up by the manufacturers were are now facing the serious challenges from new super chain stores on the intervention and control capacity OVer the distribution channels．The traditional distribution mode has been impacted severely．The competition has become the focus．Refrigerator manufacturers wanting to successes make the distribution channel become the key competition factor in the refrigerators industry．Distribution Channel management has been considered as the most difficult things in the distribution fields，SO in my opinion，to study the distribution channel is a very interesting task． In this paper,the author introduces the main distribution channel modes in the industry,then analyses the current status of distribution channel of KELON group， and then finds out the problem in the distribution channel，finally,makes some suggestions for KELON to improve the distribution channel． In