科龙集团容声冰箱渠道诊断模型的构建与应用分析-工商管理专业毕业论文.docxVIP

I I 科龙集团容声冰箱渠道诊断模型的构建与应用分析 摘 要 电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。在成熟期，由于电冰箱产品高度同质化，价格空间已压 缩至最低限，渠道管理便成为竞争取胜的关键因素，渠道已成为冰箱 行业的竞争主轴。目前，自 20 世纪 90 年代初建立起来的冰箱制造商 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严重冲击。冰箱行业的渠道 问题是现在市场研究中最值得关注的问题之一。在营销界内，渠道管 理被称为“最大的营销难题”，从这个意义来讲，渠道研究无疑是市 场研究未来发展的重要方向。 本文从目前我国冰箱行业环境与冰箱分销渠道现状入手，深入分 析了科龙集团冰箱分销渠道的现状，并结合有关理论与该企业实际， 从渠道结构、渠道销售能力、渠道分销效率、渠道的稳定和忠诚等四 个方面建立了一套操作性较强的科龙集团冰箱分销渠道诊断模型，通 过该模型对科龙集团某省的分销渠道体系进行了实证分析，归纳出了 当前科龙集团冰箱分销渠道存在的最主要的三个问题:“康拜恩”冰 箱对“容声”冰箱渠道的掠夺、渠道的稳定和忠诚度下降、渠道终端 建设薄弱，并针对诊断分析中存在的问题，提出了科龙集团冰箱分销 渠道完善和改进的建议。 关键词 分销渠道,渠道评价,渠道建设,渠道的稳定和忠诚度 II II Structure and propos of distribution Channel model for Kelon groups ABSTRACT At present，the refrigerator industry is one of the most marketing oriented as well as the most mature industries.In the mature stage，the distribution channel becomes the key competition factor in the refrigerators industry due to high product homogeneity and limited pricing space.The self-owned distribution networks which were set up in the early of 1990’s by the manufactures 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.I think the distribution channel of refrigerator industry is one of the most important questions in market research.distribution management is regarded as“the biggest marketing problem，in marketing society， in this sense，research on the distribution channel is no doubt a very important direction of future market research.. PAGE PAGE IV This thesis starts from the description of the present refrig erator industrial，environment and distribution channel condition，then analyzes the current status of distribution channel of KELON group，and builds up a feasible distribution diagnose model from the four aspects:distribution channel structure，selling capability of channel，distribution channel efficiency and stability and roy