关于电器营销的论文.docxVIP

科龙电器营销渠道管理分析与对策研究 摘　　要 科技水平的迅猛提升令大部分产品自身无法产生科技方面 的领先，大部分产品出现同质化的现象。目前很难利用产品自 身来建立品牌优势，所以能否取得途径优势是判断公司竞争力 强度的关键要素。大范围的工业生产也逐渐成型，大部分行业 出现劳动力多余的情况。生产产品的支付几乎缩减到了极限， 导致利用生产与管理方面的手段来减少生产产品的支出取得竞 价上风的发展前景不理想。往顾客需求方面观察顾客注重商场 的诚信度和消费方不方便，在消费时是商家是否供应了全面与 实时的服务等要素。哪条的途径最符合顾客需要哪条途径给顾 客带来的实际好处最大，哪条途径就取得了竞争的上风，所以 就会得到供应商的追捧。此文将科龙电器作为例子，探究科龙 电器的销售手段改良战略。 关键词：家电；营销渠道；管理分析；科龙电器 科龙电器营销渠道管理分析与对策研究 Felon?Electrical?Marketing?Channel?Management Analysis?and?Countermeasures Abstract The?rapid?development?of?science?and?technology?makes?a?lot?of?the?product itself?is?difficult?to?form?a?technical?functional?advantages,?most?products?showed a?tendency?homogeneity.?Create?brand?differentiation?through?product?itself?has become?very?difficult,?so?who?has?become?an?important?factor?in?determining?the channel?edge?competitive?strength?of?the?enterprise.?Large-scale?industrial production?has?become?more?sophisticated,?the?majority?of?industry?overcapacity has?become?a?common?phenomenon.?Product?manufacturing?costs?have?dropped to?the?bottom?line?So?basically?reduce?the?production?cost?of?the?product?through the?production?technology?and?management?techniques?to?create?a?competitive price?is?not?much?room?for?development,?and?mining?competition?for?space?from the?circulation?is?bound?to?become?a?rational?choice.?From?a?consumer perspective,?they?demand?more?concerned?that?the?credibility?of?shopping?as?well as?the?purchase?is?a?convenient?purchase?process?can?provide?complete?and timely?service?and?other?factors.?Which?channel?which?is?closest?to?the?consumer demand?channels?can?bring?real?benefits?for?most?consumers,?which?channels?to occupy?the?commanding?heights?of?the?competition?and,?therefore,?is?bound?to become?the?object?of?pursuit?manufacturer.?In?this?paper,?Kelon?Electric,?for example,?research?Kelon?marketing?channel?optimization?strategy. Key?words:?Appliances;?marketing?channels;?management?analysis, Kelon 目 录 引言?...................................................................