范文家电大卖场与供应商的冲突与协调.docVIP

哈尔滨工业大学工学硕士学位论文 哈尔滨理工大学学士学位论文 - PAGE II - - PAGE III - 家电大卖场与供应商的冲突与协调研究 摘要 中国家电行业经过二十多年的快速发展，市场化程度较高，竞争较为激烈，已经成为诸多行业中很具代表性的行业。家电行业快速发展的期间，家电流通企业的发展壮大，使家电行业出现了制造与销售的专业化分工，中国家电行业营销渠道经历了持续变革。家电营销渠道由供应商长期依赖的区域代理销售模式向多样化及扁平化发展。 连锁家电卖场凭借其迅速膨胀的零售规模和低价营造的市场氛围，提升了其在营销渠道中的地位。家电大卖场与供应商在争夺渠道话语权中存在着一定冲突，并且二者的冲突不断激化。从整个产业链的过程看，家电大卖场与供应商的冲突不仅关系到双方利益，同时也关系到营销渠道中的其他成员，关系到整个产业链的发展，因此协调家电大卖场与供应商的冲突具有重要意义。 本文主要从家电行业的营销渠道出发，寻找家电大卖场与供应商发生冲突的原因，针对营销渠道中存在的问题，探寻协调家电大卖场与供应商冲突的方法，为协调家电大卖场与供应商的冲突提出一些建议。 关键词　家电大卖场；供应商；冲突；协调 The Analysis on Appliance Hypermarkets with Suppliers of Conflict and Coordination Abstract After 20 years of rapid development, our countrys household appliance industry has become a representative of the industry because a higher degree of market competition. During the rapid development of household appliances, household appliances and circulation enterprises to grow, so household appliances have emerged manufacture and sale of specialized division of labor. Chinas home appliance industry has undergone continuous change of marketing channels. Appliances marketing channels by the supplier to rely on the regional sales agent model to diversity and to develop horizontally. Appliance store chain, with its rapidly expanding retail market size and cheap to create atmosphere and enhance its position in the marketing channel. Appliance hypermarkets and suppliers vying for the right channel of discourse there is some conflict, and the intensification of conflicts between the two. With the whole industry chain, home appliance hypermarkets conflict with the supplier not only to the interests of both sides, but also related to the marketing channels of the other members of the entire industry chain development, and therefore the coordination of home appliance hypermarkets with the supplier conflict are of great significance. This article will start from the home appliance industry, marketing channels starting to find the home appliance supermarkets and suppliers causes of conflict