本文選題：營(yíng)銷(xiāo)渠道 + 格力空調(diào)　； 參考：《湖南大學(xué)》2012年碩士論文

【摘要】：一直以來(lái)，中國(guó)的空調(diào)行業(yè)以市場(chǎng)容量大著稱(chēng)，可是，大的市場(chǎng)也就造就了眾多生產(chǎn)廠家的激烈競(jìng)爭(zhēng)。進(jìn)入21世紀(jì)的第一個(gè)10年間，空調(diào)行業(yè)已經(jīng)完全由最初的賣(mài)方市場(chǎng)的量的競(jìng)爭(zhēng)變?yōu)橘I(mǎi)方市場(chǎng)的質(zhì)的競(jìng)爭(zhēng)。而在激烈競(jìng)爭(zhēng)中，企業(yè)有效的營(yíng)銷(xiāo)渠道模式和管理策略有利于提升品牌知名度和取得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)。 文中首先對(duì)空調(diào)市場(chǎng)的現(xiàn)狀作一個(gè)較為詳細(xì)的闡述，引入渠道改進(jìn)、渠道結(jié)構(gòu)、渠道沖突以及渠道激勵(lì)等渠道相關(guān)理論作為全文的理論基礎(chǔ)，指出格力原有的渠道模式已經(jīng)不適合今后的發(fā)展，改進(jìn)格力的渠道結(jié)構(gòu)以及制定新的管理策略勢(shì)在必行。 然后通過(guò)分析營(yíng)銷(xiāo)格力空調(diào)現(xiàn)有營(yíng)銷(xiāo)渠道模式和國(guó)內(nèi)空調(diào)市場(chǎng)的變化趨勢(shì)，找出格力現(xiàn)有渠道模式的弊端，諸如廠商矛盾、專(zhuān)賣(mài)店問(wèn)題、串貨問(wèn)題等�？偨Y(jié)出三點(diǎn)需要解決的問(wèn)題：怎樣有效管理省級(jí)股份制銷(xiāo)售公司、怎樣有效使作為股東的經(jīng)銷(xiāo)商與格力公司目標(biāo)一致、怎樣解決利益分配不公平的問(wèn)題。 接著根據(jù)影響營(yíng)銷(xiāo)渠道設(shè)計(jì)與管理的主要因素市場(chǎng)因素、產(chǎn)品因素、企業(yè)自身因素、渠道成員因素以及環(huán)境因素從如何最好地發(fā)揮渠道職能的角度設(shè)計(jì)渠道結(jié)構(gòu)，利用稀釋股份等手段將原先的廠商合作的區(qū)域股份制公司變?yōu)楦窳Φ匿N(xiāo)售分公司，使渠道結(jié)構(gòu)扁平化。并在新的渠道結(jié)構(gòu)中建立網(wǎng)絡(luò)營(yíng)銷(xiāo)渠道。 再在新的渠道結(jié)構(gòu)下提出渠道管理策略，主要從五方面來(lái)解決原有渠道的弊端：渠道成員的選擇、渠道控制、渠道激勵(lì)、渠道沖突的管控和物流的管控。 最后依據(jù)渠道管理策略提出保障措施。保障措施有人員支持、品牌管理、財(cái)務(wù)支持、信息系統(tǒng)的完善四個(gè)方面內(nèi)容。 該篇論文的研究，旨在對(duì)格力空調(diào)和其他廠商有所幫助，從而改善自身的渠道模式，實(shí)現(xiàn)企業(yè)獲取更高利潤(rùn)的目標(biāo)。這將會(huì)對(duì)空調(diào)行業(yè)的渠道模式改進(jìn)和渠道管理有一定的指導(dǎo)作用，對(duì)相關(guān)企業(yè)的渠道建設(shè)工作也有一些借鑒意義。
[Abstract]:China ' s air - conditioning industry has long been famous for its market capacity , but the big market has made many manufacturers ' fierce competition . In the first decade of the 21st century , the air - conditioning industry has become a competition for the quality of the buyer ' s market entirely by the initial selling market . In the fierce competition , the effective marketing channel model and management strategy of the enterprise are beneficial to the promotion of the brand awareness and the competitive advantage .

Firstly , this paper describes the current situation of air - conditioning market in detail , introduces the channel - related theories such as channel improvement , channel structure , channel conflict and channel incentive , and points out that the original channel model is not suitable for future development , improving the channel structure of the grid and developing new management strategies .

Then , through the analysis of the existing marketing channel model and the trend of domestic air - conditioning market , the author finds out the disadvantages of the existing channel model , such as the contradiction of the Chinese manufacturers , the problem of franchised store and the problem of cross - shipment . The problems that need to be solved in three points are summarized . How to effectively manage the provincial - level joint - stock sales company and how to effectively manage the distributor of the shareholder and the company ' s goal is how to solve the unfair problem of the distribution of interests .

Then , according to the main factors that influence the design and management of the marketing channel , the factors of product , the factors of the enterprise itself , the influencing factors of the channel and the factors of the environmental factors from the angle of how best to exert the channel function , the regional joint - stock company which has cooperated with the original manufacturer is changed into the sales branch of the power by the means of diluting the stock , and the channel structure is flattened . And the network marketing channel is established in the new channel structure .

Then the channel management strategy is proposed under the new channel structure , which mainly solves the defects of the original channel from five aspects : the choice of channel members , the channel control , the channel incentive , the management of channel conflict and the control of logistics .

Finally , we put forward the safeguard measures according to the channel management strategy . The safeguard measures include personnel support , brand management , financial support , and perfect four aspects of information system .

The research of this paper aims at helping the air conditioner and other manufacturers to improve its channel mode and realize the goal of higher profit . This will guide the improvement of channel model and channel management of air - conditioning industry , and it can also be used for reference to the channel construction of the relevant enterprises .
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F426.6

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