文档介绍：摘要
近几年来,小家电行业的分销渠道发生了重大的变革,专业家电连锁卖场、大型综合超市、建材市场等新兴分销渠道的出现打破了过去依赖百货商场家电部、批发市场进行分销小家电产品的局面。与此同时,小家电企业也在经历由卖方市场向买方市场的转变,转为以市场为中心,以终端为中心,以渠道为中心,以顾客为中心的局面,因此如何有效的规划和管理营销渠道,降低渠道成本,提高渠道反应速度,实现企业利润最大化己成为小家电企业重中之重的战略问题。因此,在竞争越来越激烈的小家电行业,各个企业需要结合本企业自身的特点、产品特点、原有分销渠道的特点来制定适合自己发展的营销渠道形式和分销渠道模式,设计合理的销售组织,同时结合公司的产品、价格、促销的营销组合,创新出适合企业自身条件的独有运作方式,以求建立起企业的核心竞争力。
本论文采用理论结合实际的研究方法,以营销管理理论为理论指导,以九阳小家电公司为研究样本,运用SWOT分析从九阳小家电市场增长潜力分析和九阳小家电市场获取能力两个维度进行分析,发现企业的机遇和面临的挑战,从而有针对性地进行渠道策略的研究。运用Fuzzy模糊数学的控制理论分析方法,利用市场营销渠道理论,对九阳小家电公司黑龙江市场营销渠道中间商选择、绩效评价、激励、冲突管理以及渠道管理等给予分析评价,建立营销渠道评价模型。文章认为营销渠道策略与产品策略、定价策略、促销策略及人员策略是有机的整体,并为公司提出了建立客户关系管理系统、加强终端管理及建立一支优秀的销售队伍等有针对性实施渠道策略的建议。
关键词:九阳公司小家电营销渠道
Abstract
Recent years, major changes have taken place in the distribution channels of small household appliances industry such as professional home appliance chain stores, large supermarkets, and other building materials market. The emergence of new distribution channels broke the situation that appliance departments which were used to rely on department stores, wholesale markets for distribution of small home appliances. At the same time, small household electrical appliance enterprises are experiencing the changes from the sellers’ market to the buyer's market, the customer-centered, the terminal-centered and channel -centered situation. Therefore how to plan effectively and manage marketing channels to reduce distribution costs, improve reaction speed channels to achieve maximum profit has e the top priority of small home appliances business strategy. Therefore, in the petitive small appliance industry, companies need bine pany's own characteristics, product characteristics, the characteristics of the existing distribution channels to develop marketing channels for their own development model forms and distribution channels, designed the anization, bined with pany's product, price, promotion marketing mix, creative enterprise itself conditions suitable for the unique operation way in order to build the peti