摘要冰箱作为较早进入城市家庭的家用电器，冰箱在国内已发展了20多年。中国的冰箱市场经过多年的价格战和快速发展后市场已变得成熟。本文对中国冰箱行业的发展作了分析，本文共五章：第一章介绍冰箱的基础；第二章介绍了我国冰箱业的现状及营销渠道；第三、四章重点分析了我国未来冰箱市场的主力市场---农村市场；第五章简单分析了我国冰箱本身的发展方向。本书取材广泛，仅表达个人观点，仅供参考。关键词：冰箱、营销渠道、市场、农村AbstractTherefrigeratortookentersthecityfamilyearlythedomesticelectricappliances,therefrigeratorindomestichasdevelopedformorethan20years.AfterChina'srefrigeratormarketpassesthroughmanyyearpricewarsandthefastdevelopmentthemarkethasbecomemature.ThisarticlehasmadetheanalysistotheChineserefrigeratorprofessiondevelopment,thethisarticlealtogetherfivechapters:Firstchapterintroducestherefrigeratorthefoundation;Secondchapterbriefedourcountryrefrigeratorindustrypresentsituationandthemarketingchannel;Third,fourchaptershaveanalyzedourcountrywithemphasisfuturetherefrigeratormarketmainforcemarket---Ruralmarket;Fifthchapterhassimplyanalyzedourcountryrefrigeratoritselfdevelopmentdirection.Thisbookselectioniswidespread,onlyexpressesindividualviewpoint,onlysuppliesthereference.Keywords:Refrigerator,marketingchannel,market,countryside目录摘要...............................................................IAbstract.........................................................II第一章概述......................................................11.1、冰箱的发明................................................11.2、冰箱的原理................................................1第二章冰箱的营销渠道..........................................22.1中国冰箱业的现状...........................................22.1.1产销规模...............................................22.1.2技术优势...............................................22.1.3、市场需求...............................................32.2我国冰箱营销渠道概况.......................................32.2.1我国冰箱营销渠道的演变历史.............................32.2.2我国冰箱营销渠道的现状.................................62.2.3我国冰箱营销渠道的趋势.................................8第三章农村冰箱市场发展.......................................123.1农村冰箱行业..............................................123.1.1市场背景...............................................123.1.2市场及农村市场含义....................................133.1.3农村消费市场特点......................................143.1.4我国农村冰箱市场容量..................................163.1.5农村冰箱市场存在的问题................................183.1.6农村市场消费特点......................................193.1.7农村市场经销商需求....................................203.2整合资源进攻农村市场......................................223.2.1人员效率问题..........................................233.2.2产品问题..............................................243.2.3品牌推广问题..........................................243.2.4售后服务问题..........................................25第四章农村冰箱市场的一种细分方法...........................274.1市场细分标准的选择.........................................274.2市场的细分方法.............................................294.3市场细分结构分析...........................................31第五章未来冰箱发展方向......................................335.1A级节能更走俏....................
