美的空调在三级市场的渠道策略工商管理专业毕业论文.docxVIP

III III IV IV ABSTRACT ABSTRACT With the rapid development of three-level market consumption, electrical corporations in China are focusing their attention to this greatest opportunity. The one who runs three-level market successfully will promote corporation development rapidly. Today, electrical manufacture develops rapidly and corporations are similar in price designing. Corporations, like Midea air conditioner Company, are beginning to realize that only channels can bring diversities and advantages in competition, which is helpful in corporation development in three-level market. In 2005, the selling number of Midea air conditioner in three-level market increasing 50% compared with the number in 2004. In county and villages market, the market shares goes up to 20%, top of the same industry. Additionally, Midea air conditioner ranks one of the top ten marketing events in China. For practical reasons, I am doing the channels of three-level market of Midea air conditioner. With channel scale design relevance theory, the thesis analyzes the theoretical foundation of the channels decentralized and distribution separately. With seller choice, stimulate，channel power and conflict theories, the thesis sum up how to choose better dealers, inspire dealers and grasp channel power. Especially, the thesis disuss the penalty too much but bounty too little , to solve channel conflict effetely. The thesis also talks about the downward management and modern management information system to provide strong background support. Finally, the thesis points out that Midea Air Conditioner Corporation is facing some difficulties in three-level market operation: poor quality of dealers, brand boost and channel storage pressure. The solving measures are proposed in this thesis. With profound research in marketing channel, the thesis intends to provide more theoretical guide in promoting marketing channel effectively and steadily, and light in marketing practice. Key words: Midea air condit