中国家电企业营销渠道创新研究
|
摘要
我国的家电企业经过30多年的高速发展,目前已经成为市场竞争的最充分的行业之一,家电产品市场已经由卖方市场向买方市场转变,产品同质化明显,家电行业的竞争已经从产品竞争转向营销渠道竞争,家电企业为了在市场上取得领先优势,不断通过争夺营销渠道,扩大产品在市场中份额,以此来提高自身的竞争能力。在家电行业流行一句话：“得渠道者得天下”,由此可见渠道建设在家电行业竞争中的重要性。而渠道选择是渠道建设的第一步,直接关系到渠道的效率和效益,因而是构建渠道优势的重中之重。
本文结合我国家电行业的特点,在运用营销渠道知识和理论的基础上,分析了我国家电营销渠道的发展历程、渠道体系构成(包括渠道基本成员、渠道组织模式)的现状,揭示了我国家电营销渠道中存在的问题,提出了家电企业营销渠道创新的途径。
After more than 30 years'rapid development, China's household electrical appliance enterprises have become one of the most competitive industries, whose market has turned to the buyers from the sellers. With the obvious products synchronization, the competition between the household electrical appliance enterprises has changed from products to marketing channels. In order to take the advantages on the market and make themselves more competitive, the household electrical appliance enterprises increase their market percentage by continous marketing ways. There is a popular saying:Where there is the way,there is the heaven. So the importance of the channels construction is obvious. But the choosing of the channels, the first step of the channels construction, which is directly connected to the efficiency and benefit, is the most important aspect in the advantage construction.
Combined with the characters of China's household electrical appliance enterprises, based on the appliance of marketing knowelege and theories, this thesis analyze the development history of household electrical appliance enterprises and the formation of the channel system(including the members in the channel and the model of the channel organization) and reveals the problems in the "channel", raises some creative approaches to household electrical appliance enterprises'marketing
本文结合我国家电行业的特点,在运用营销渠道知识和理论的基础上,分析了我国家电营销渠道的发展历程、渠道体系构成(包括渠道基本成员、渠道组织模式)的现状,揭示了我国家电营销渠道中存在的问题,提出了家电企业营销渠道创新的途径。
After more than 30 years'rapid development, China's household electrical appliance enterprises have become one of the most competitive industries, whose market has turned to the buyers from the sellers. With the obvious products synchronization, the competition between the household electrical appliance enterprises has changed from products to marketing channels. In order to take the advantages on the market and make themselves more competitive, the household electrical appliance enterprises increase their market percentage by continous marketing ways. There is a popular saying:Where there is the way,there is the heaven. So the importance of the channels construction is obvious. But the choosing of the channels, the first step of the channels construction, which is directly connected to the efficiency and benefit, is the most important aspect in the advantage construction.
Combined with the characters of China's household electrical appliance enterprises, based on the appliance of marketing knowelege and theories, this thesis analyze the development history of household electrical appliance enterprises and the formation of the channel system(including the members in the channel and the model of the channel organization) and reveals the problems in the "channel", raises some creative approaches to household electrical appliance enterprises'marketing
引文
[1]菲利浦一科特勒著梅汝和,梅清豪,周安柱译.营销管理.北京：中国人民大学出版社,2001
[2]裴蓉著.市场营销学.北京：民主与建设出版社,2001
[3]洪元琪.构建营销渠道新模式[J].企业经济.2002(9)：105-106
[4]徐蔚琴著.谢国娥,曾自信编著,营销渠道管理.北京：北京电子工业出版社,2001
[5]冯丽云著.分销渠道管理.北京：经济管理出版社,2002
[6]李飞著.分销渠道设计与管理.北京：清华大学出版社,2003
[7]罗伯特·罗森布罗姆著.营销渠道管理.北京：机械工业出版社,2003
[8]Stephen P. Robins著.组织行为学.北京：清华大学出版社,2002
[9]马龙龙,李智著.《服务营销与管理》,首都经济贸易大学出版社,2002
[10]包敦安,司千字,程绍武.家电企业营销渠道的现状、发展趋势及生产厂商的对策.企业经济,2004,7,总期287：62-64
[11]叶萍.我国家电行业营销渠道模式的变革.天津市职工现代企业管理学学报,2005,6,总期25期：25-26
[12]叶江山.家电营销渠道的构建与管理[D].http://ckrd.cnki.net/grid20 /Navigator.aspx?ID=22003011:9,10-11,39-41
[13]曹艳爱.开拓家电营销第二维渠道[J].家电科技.2004(7)：37-39
[14](美)伯特·萝森布罗姆著.李乃和、奚俊芳译.营销渠道管理[M].第六版.机械工业出版社.2004(6)：29-30
[15]袁猛.家电营销渠道研究[D].http://ckrd.cnki.net/grid20/Navigator.aspx?ID=2 200406:14-18
[16]任燕.我国大家电制造企业营销渠道问题研究[J].商业研究.2004(23)：156-159
[17]中国电子商务研究中心：：http://b2b.toocle.com/detail-5103551.html
[18]中国家电B2C网络购物研究报告简版2009-2010年http://www.iresearch.com.cn
[19]采购经理人论坛网www.purchasingbbs.com
[20]唐胜辉,陈海波.论家电行业营销渠道创新.企业家天地,2009,1
[21]张庚森,陈宝胜等.营销渠道整合研究[J].西安交通大学学报(社会科学版).2002(4)：45-48
[2]裴蓉著.市场营销学.北京：民主与建设出版社,2001
[3]洪元琪.构建营销渠道新模式[J].企业经济.2002(9)：105-106
[4]徐蔚琴著.谢国娥,曾自信编著,营销渠道管理.北京：北京电子工业出版社,2001
[5]冯丽云著.分销渠道管理.北京：经济管理出版社,2002
[6]李飞著.分销渠道设计与管理.北京：清华大学出版社,2003
[7]罗伯特·罗森布罗姆著.营销渠道管理.北京：机械工业出版社,2003
[8]Stephen P. Robins著.组织行为学.北京：清华大学出版社,2002
[9]马龙龙,李智著.《服务营销与管理》,首都经济贸易大学出版社,2002
[10]包敦安,司千字,程绍武.家电企业营销渠道的现状、发展趋势及生产厂商的对策.企业经济,2004,7,总期287：62-64
[11]叶萍.我国家电行业营销渠道模式的变革.天津市职工现代企业管理学学报,2005,6,总期25期：25-26
[12]叶江山.家电营销渠道的构建与管理[D].http://ckrd.cnki.net/grid20 /Navigator.aspx?ID=22003011:9,10-11,39-41
[13]曹艳爱.开拓家电营销第二维渠道[J].家电科技.2004(7)：37-39
[14](美)伯特·萝森布罗姆著.李乃和、奚俊芳译.营销渠道管理[M].第六版.机械工业出版社.2004(6)：29-30
[15]袁猛.家电营销渠道研究[D].http://ckrd.cnki.net/grid20/Navigator.aspx?ID=2 200406:14-18
[16]任燕.我国大家电制造企业营销渠道问题研究[J].商业研究.2004(23)：156-159
[17]中国电子商务研究中心：：http://b2b.toocle.com/detail-5103551.html
[18]中国家电B2C网络购物研究报告简版2009-2010年http://www.iresearch.com.cn
[19]采购经理人论坛网www.purchasingbbs.com
[20]唐胜辉,陈海波.论家电行业营销渠道创新.企业家天地,2009,1
[21]张庚森,陈宝胜等.营销渠道整合研究[J].西安交通大学学报(社会科学版).2002(4)：45-48