电器产品市场营销渠道策略分析.docVIP

电器产品市场营销渠道策略分析 摘要：产业，在家电零售连锁企业中占有一席之地，形成了无人能够取代的电视现象。然而，随着消费者观念的改变，各大电器零售业激烈的竞争，创维电视应该掌握好市场营销中的动向及现状，并随时调整自己的营销渠道策略，做好万全的准备，来迎接挑战。基于此，本文从市场营销渠道相关理论出发，对电器产品的市场营销渠道策略发展现状进行了分析，并以创维电视为例分析其在中国的市场营销渠道策略，然后通过分析找出创维电视在中国市场营销渠道策略存在的问题，并提出相关的对策建议，以期通过本文的研究，对未来电器市场的发展提供些许借鉴价值。 【关键词】：创维电视;营销策略;分析;渠道策略 Absrtact With the rapid development of Chinas economy, the living standard of residents has been improved year by year. The increase of consumer income and consumer expenditure has made the sales of household appliances industry show a growing trend. As the largest retail industry of household appliances and consumer electronics, TV occupies a place in the retail chain of home appliances, forming the TV phenomenon that no one can replace. However, with the change of consumer concept and the fierce competition of each major electrical retailing industry, Chuanwei TV should master the trend and present situation of marketing, adjust its marketing channel strategy and prepare for the challenge at any time. Based on this, this paper Based on the theory of marketing channel, this paper analyzes the current situation of the development of marketing channel strategy of electrical products, and takes Chuanwei TV as an example to analyze its marketing channel strategy in China. Then through the analysis to find out the problems existing in the marketing channel strategy of Chuanwei TV in China, and put forward the relevant countermeasures and suggestions, in order to provide some reference value for the future development of the electrical appliances market through the research of this paper. 【Keywords】: Skyworth TV; marketing strategy; analysis;channel strategy 20世纪80年代，中国家电业兴起，家电零售也应运而生。不过那时的零售商主要是国有企业，私营的零售商很少，所以竞争也很少，市场利润空间很大。但是随着市场经济体制的确立及家电产品进入成熟期，新生出很多专门从事家电销售的商家，使得家电市场竞争日趋激烈，利润空间逐渐减小。特别是在2008年，中国家电市场受到全球经济危机的波及，更呈现出一片萧条之景。尽管政府对此出台了一系列如：家电下乡、以旧换新及节能高效的补贴政策，使得中国家电市场再次呈现繁荣之景，但是在当这些补贴政策到期推出后的今天，我们发现中国的家电市场又一次遭遇了销售额下降的挑战。特别是在互联网+的普及浪潮下，线下家电零售企业的业绩更是雪上加霜，一片惨淡，所以研