本文選題：渠道 + 自建渠道　； 參考：《電子科技大學》2013年碩士論文

【摘要】：隨著國美、蘇寧等家電連鎖渠道逐步成為家電流通領域的重要力量,家電制造企業(yè)正在或者已經(jīng)失去一、二級市場甚至部分三級市場的渠道話語權。三、四級市場成為家電制造企業(yè)渠道爭奪的最后陣地。不能擁有可控的、穩(wěn)定的、可持續(xù)發(fā)展的市場銷售渠道,必將喪失渠道最終的話語權。因此格力、海爾、長虹、美的等家電制造企業(yè)想在與大型連鎖博弈中增加砝碼,自建專賣店渠道體系成為家電制造企業(yè)的唯一選擇。自建渠道究竟是家電制造企業(yè)的出路還是絕路呢?筆者根據(jù)本人實際工作經(jīng)驗,運用所學習的相關理論知識,結合行業(yè)發(fā)展的實際情況,通過具體分析長虹美菱專賣店現(xiàn)狀,比較格力、海爾、美的等在專賣店建設、管理、經(jīng)營方面具體做法,找到了長虹自建專賣店過程中存在的問題,進行分析和研究,找到應對的方法和改進措施,并對長虹的專賣店建設、管理和后期經(jīng)營提出了一系列優(yōu)化方案。通過對比研究發(fā)現(xiàn)長虹專賣店是可以成功的,就像格力專賣店、美的專賣店、黑白家電海爾專賣店一樣。但是,長虹必須吸取其他同行在專賣店中的經(jīng)驗和教訓,才能夠成功!
[Abstract]:With Gome, Su Ning and other household appliance chain channels gradually become an important force in the field of household appliances circulation, home appliance manufacturing enterprises are or have lost the channel voice of the first, secondary and even part of the third market. Third, level 4 market becomes the final position that home appliance manufacturing enterprise competes for channel. Without a controllable, stable and sustainable marketing channel, the final voice of the channel will be lost. Therefore, Gree, Haier, Changhong, Meimei and other home appliance manufacturing enterprises want to increase weight in the game with large chain, and build their own monopoly store channel system to become the only choice for household appliance manufacturing enterprises. Is the self-built channel is the outlet of the home appliance manufacturing enterprises or the end of the road? According to my actual work experience, using the relevant theoretical knowledge I have learned and combining with the actual situation of the industry development, through the concrete analysis of the current situation of Changhong Meiling exclusive store, comparing Gree, Haier, Meimei, etc., in the construction and management of specialty stores, In the aspect of management, we have found out the problems existing in the process of Changhong's self-building exclusive stores, analyzed and studied them, found the corresponding methods and improvement measures, and constructed Changhong's specialty stores. Management and later management put forward a series of optimization schemes. Through comparative study, it is found that Changhong Monopoly can be successful, just like Gree's, Meimei's, and Black and White Household Appliance Haier's. However, Changhong must learn from the experience and lessons of other peers in the store in order to succeed!
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.6;F721

【參考文獻】

相關期刊論文 前1條

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本文編號：2025244