华北水利水电学院毕业论文家电产品营销渠道策划浅析--以新飞家电产品为例摘要：经历二十多年的发展，我国家电行业已经从导入期、成长期，发展到了成熟期，生产规模不断扩大，品牌集中度不断提高，已经从价格竞争、广告促销竞争、品牌竞争，转向了营销渠道竞争,建立高效、敏捷的营销渠道已经成为家电企业新的利润来源。本文主要以新飞集团为例，针对我国家电营销渠道存在的问题和我国家电行业未来的发展趋势，对新飞集团营销渠道进行了系统分析。通过分析新飞集团的发展现状及其渠道存在的问题，提出了新飞集团营销渠道优化策略，并提出我国的家电企业应根据其所在的不同市场实行相应的多元化、扁平化的渠道模式，即以与家电连锁企业结盟和直营零售的渠道模式为主，以传统的区域代理制为辅，以网络营销为发展方向。加强渠道成员在分销、物流和电子商务等方面的分工、协作与联盟，建立垂直渠道系统和水平渠道系统，获得专业化效益和规模效益。阐述了渠道重心下移、掌控终端、渠道扁平化的意义，建议我国家电企业充分应用物流配送系统和分销管理系统，使渠道成员之间信息通畅，建立敏捷配送链，力求在家电营销渠道的框架内提供较为实际的参考，以促进家电市场的健康、持续发展，寻求提升我国家电企业营销竞争力的途径。关键词：家电，新飞集团，营销渠道，扁平化ElectricalappliancesproductmarketingchannelplanninganalysedI华北水利水电学院毕业论文--toFrestechelectricalappliancesproductforexampleAbstract：Thehouseholdapplianceofourcountryhavewentthroughtheperiodofintroductionandtheperiodofgrowingupandcometotheperiodofmaturityafterit’sdevelopmentfor20years，withit’sexpansionandbrandsconcentrationstepbystep，thecompetitioninpriceandadvertisementandpromotionandbrandhavetransfertomarketingchannels．Ithasbeenthenewprofitresourcesforthehouseholdapplianceenterprisetosetuphighefficiencyandquicklyresponsemarketingchannel.Accordingtovariedmarketinresponseofthepresentproblemandfuturetrendofnew-flygroup,thispaperchooseFrestechasthecaseandanalyzesthechannelofhouseholdapplianceofourcountrysystematically.ThroughtheanalysisofthepresentsituationandthedevelopmentoftheFrestechchannelexistingproblems,IsystematicallyanalyzeFrestechmarketingandputforwardFrestechtooptimizingstrategyofmarketingmarketingchannelsinhomeappliances.Thepaperpointsoutthathouseholdapplianceenterprisesshouldpracticemany—facetedandshortsalechannelpattern，itshouldmainlypracticethepatternofcollaboratingwithchainedhouseholdappliancebusinessandthepatternofdirectlysupplyanddistribution，complementedwiththetraditionalpatternofregionalagentandthefuturepatternofdistributionbynet，Thechannelmembershouldallyandcooperateindistributionandlogisticsande—business，setupuprightandlevelchannelsystemtoacquireprofessionalandlarge-scalebenefit．Thepaperalsopointsouttheimportanceofshorteningsalechannelandmasteringtheretailerterminal，andsuggeststhatthehouseholdapplianceenterprisespracticelogisticssystemandDRP(distributionresourcesplan)tocommunicatingsmoothlywiththechannelmemberandsetupagilesupplychain．Itaimstoprovideamorepracticalwithintheframeworkofthereference,andpromotingthehealthydevelopmentofhomeappliancemarketforascension,homeapplianceenterprisemarketingcompetitionstrengthapproach.Keywords：householdappliance，Frestech，marketingchannels，patternshortenII华北水利水电学院毕业论文目录摘要........................................................................IAbstract...................................................................II1概述.....................................................................11.1问题背景与研究内容.........
