供应链环境下科龙电器在重庆地区营销渠道策略.docxVIP

小国家电企业经过20多年的发展 现已取得不凡的成就°然而，时Z今日， 由于产能过剩、产品同质化以及销售渠道不畅等原因，导致产品严重积压，经济 效益每况愈下。同时，跨国家电企业在中国的市场份额日益扩大，在以冰箱、洗 衣机、空调等为主要产品的家电行业屮，已经占据了重要的地位9而经济全球化 以及WTO环境下全球金业间的竞争已没有吋间和空间上的限制。在供应链环境 下，企业竞争不再仅仅限于核心企业Z间，而是扩展到核心企业的供应商、分销 商、零售商及物流提供商z间，是相互Z间整条供应链的竞争。广东科龙电器股 份有限公罚作为中国目前最大的制冷家电企业集团z-?在国内家电市场上占有 重要的地位9而重庆历來是西南地区商家必争的“军事”重镇，在竞争愈來愈激 烈的国内国际环境下2重庆科龙如何在该地区竞争中继续保持竞争优势呢？本文 着重从供应链的末端一营销渠道方面进行研究，运用管理学理论，对科龙重庆地 区的营销渠道的构建和管理模式进行研究，并提出相应的改进措施和建议。顾客 价值最大化是当前企业整个营销渠道的最终目标，而渠道扁平化，组建以利润为 中心的销售分公司，销售分公司由销售型向经营型转变，及站在供应链角度优化 价值链是达到此目标的有效方式。在这样的营销渠道中2销售分公司作为渠道的 领导者，它在营销渠道的构建中起着核心作用。商圈理论、“莱利驾去则及“二八 法则为营销渠道的构建和管理提供了理论依据。有效的对经销商和渠道冲突进行 管理有利于营销渠道活力的长盛不衰。营销屮心的设立和因地制宜的物流第三方 外包为营销渠道的良性运作提供了保证g 关键词：营销管理 顾客让渡价值 营销渠道 渠道扁平化 供应链 Abstract By the development of more than twenty years, the electrical household appliances industry have gain great achievement. But, because of overcapacity, production is serious keep long in stock, distribution channel is no smooth, the economic benefit has been becoming more and more tiny. Under the environment of WTO, the market share of the foreign electrical household appliances are growing. And under the environment of supply-chain, the competition has extended to the supply commodity, distributor, and retail of core enterprise. Guangdong kelon Electrical Holding Co., Ltd, is one of the biggest manufacturers and has an important role in the domestic market. Chongqing city is the important electronically market in the west south of china, and the competition is very violent there. This paper is based on the supply chain and marketing channel. It studies the construction of marketing channel and management mode and gives the special suggestions in the final paper. Maximum of customer value is the final object of all the marketing channels. There are the following effective methods to attend this aim, for example, making the channel wider and flatter, establishing the sales branch whose core is profit, changing the marketing into managing of commercial mode. Sales branch is th