康佳电视分销渠道策略探析VIP免费

康佳电视分销渠道策略探析摘要自八十年代改革开放以来，经过二十多年的高速发展，中国家电业现已成为中国市场上最具竞争力的产业之一。进入90年代后期，中国家电市场经过长期的品牌竞争和价格竞争，各种家电已形成或正在形成品牌知名度，产品技术，性能，质量，价格，服务等方面的几个领先品牌对同质性的要求越来越明显，消费者在购物时不再考虑这些因素。消费者更关注购物和购物的便利性，提高服务等因素的可信度。目前，想要取得长足发展，并处于优势竞争地位，就必须在现有的传统分销渠道的基础之上发现自身不足，探究并寻求渠道的优化革新，进而无形降低企业成本，达到企业顺应时代、逆境而上的最终愿景。因此如何管控分销渠道是企业当前的重中之重。本文介绍了分销渠道的基础原理，来分析说明优化分销渠道对康佳集团的重要性。首先通过分销渠道理论知识的引入，对当前电视行业中康佳电视分销渠道展开剖析，进行电视分销渠道的模式对比分析。其次，通过结合康佳企业自身的实际情况以及对行业的精准把握，为其提供分销渠道优化革新的具体措施及思路，力图对当前环境下的康佳集团提供参考价值。关键词：分销渠道；策略；电视ABSTRACTSincethereformandopeningupin80s,aftermorethan20yearsofrapiddevelopment,China'shouseholdelectricalapplianceindustryhasbecomeoneofthemostcompetitiveindustriesintheChinesemarket.Inlate90s,Chinahomeappliancemarketafterlong-termbrandcompetitionandthepricecompetition,allkindsofhomeapplianceshavebeenformedorareformingbrandawareness,producttechnology,performance,quality,price,serviceandotheraspectsoftheleadingbrandoftherequirementsofhomogeneityismoreandmoreobvious,consumersnolongerconsiderthesefactorswhenshopping.Consumerspaymoreattentiontotheconvenienceofshoppingandshopping,andimprovethecredibilityofservicesandotherfactors.Atpresent,wanttoachievelong-termdevelopment,anddominantcompetitiveposition,wemustfindtheirownshortcomingsonthebasisofthetraditionaldistributionchannelsoftheexistingoptimizationreformexploreandseekchannels,andreducethecostofenterpriseintangible,enterprisetoadapttothetimesandtheconditionsandtheultimatevision.Therefore,howtocontrolthedistributionchannelisthemostimportantpartoftheenterprise.Thispaperintroducesthebasicprincipleofdistributionchannel,andanalyzestheimportanceofoptimizingdistributionchanneltoKangJiagroup.First,byintroducingthetheoryknowledgeofdistributionchannel,weanalyzethedistributionchannelofKonkaTVintheTVindustry,andcomparethemodeofTVdistributionchannel.Secondly,bycombiningKonka'sownactualsituationandprecisegraspoftheindustry,itprovidesspecificmeasuresandideasforoptimizingandreformingdistributionchannels,andtriestoprovidereferencevalueforKonkaGroupinthecurrentenvironment.Keywords:distributionchannel,strategy,television目录1绪论.............................................................................................................................11.1研究背景、研究意义.......................................................................................11.1.1研究背景.................................................................................................11.1.2研究意义.................................................................................................11.2国内外研究现状...............................................................................................21.2.1国外研究现状.........................................................................................21.2.2国内研究现状.........................................................................................41.3论文...