美的公司什邡市场的经销商管理研究本科毕业论文.docVIP

四川大学锦城学院本科毕业论文 美的公司什邡市场的经销商管理研究 PAGE PAGE 22 美的公司什邡市场的经销商管理研究 摘 要 中国家电业是市场竞争最激烈的行业。回顾改革开放近30年来我国家电的发展历史，我国家电行业建设发展迅速。对于连锁形式的管理做的还是相当不错。营销学者Larry Light 曾预测：“未来的营销是品牌的战争……”，对于品牌建设，经销商的作用是非常大的。唯一拥有市场的途径是先拥有具有市场优势的经销商，因此对经销商的管理就显得尤为重要，运用现代管理手段来进行经销商管理是现代企业发展的必然方向。 因此本文以此基础来探讨经销商的管理。电器行业的格力、美的都是自建终端的翘楚和收获者，尤其是格力、美的的空调专卖店，在各个地方如雨后春笋般冒了出来。当初的格力大战国美，如果没有格力自建的这些终端发生话语权，国美的嚣张可能更甚。同样的道理，家电经销商也可在当地自建终端或者直控终端来谋求与消费者的对话，掌控第一手资讯，形成快速反应。 关键词：家电行业 美的 经销商管理 市场营销 渠道 The theory of dealers brand management Majol: marketing Student: ChenZhiShu Supervisor: YaoYong Abstract China is the most competitive house electric appliance market of the industry. Review of the reform and opening up in nearly 30 years, Chinas household electrical appliance,thedevelopment history of Chinas household electrical appliance industry construction development rapidly. For chain forms of management or quite well. Marketing scholar Larry Light had forecast: the future is marketing brand of war... For the brand construction, the dealers role is very big. The only way to have the market is to have a market advantage distributor, and therefore dealers management is particularly important, using the modern management means to dealers management is the necessary direction of modern enterprise. This paper tries to explore the foundation so dealers management. The gree electric appliances profession, the beautiful is built from the top and the terminal harvest, especially the gree, beautiful air conditioning stores, in all local palaces sprang up. At the beginning of gree war gome, if not from the terminal of the gree happened right, the country is what could be more arrogant. In the same way, home appliance distributors can also in the local custom terminal or direct control to rationalize and the consumer terminal dialogue, control first-hand information, form the rapid response. Keywords: household electrica