文档介绍：家用中央空调销售渠道的改进及创新
内容摘要
家用中央空调市场随着我国经济的发展也逐渐被人们所重视。但是,企业都普遍面临的问题是,如何通过选择好的销售渠道,来发挥渠道本身的作用。本文主要讨论的是,面对不同的销售渠道结构如何做选择,通过分析其中存在的渠道冲突,来研究各自的渠道。
本文通过研究营销渠道的渠道结构和渠道冲突及其解决方法,并且结合案例分析现有家用中央空调的销售渠道的状况,提出改进意见和新的销售渠道。分析表明现有的家用中央空调的渠道结构存在水平渠道冲突和垂直渠道冲突。在现有的家用中央空调渠道中,加强管理,建立良好的激励机制,来减弱渠道冲突。还可以通过建立新的家电连锁渠道和虚拟渠道,为家用中央空调营销渠道的拓展提供积极的现实意义。
关键字:家用中央空调、营销渠道、渠道冲突

ABSTRACT
With the development of China’s economic, household central air conditioning market is receiving more and more attention. However, the enterprises have to face mon problem, which is how to make good use of the sale channel structure by choose itself. And the article talks about how to make a good choice among the different channel structures. Then this paper also do a research of the all the channels by analysis the existing sale channel conflict.
Through the study of channel structure and the channel conflict and its solutions, this paper will bined them with the case analysis of household central air-conditioning, and it will put forward some advice of how to improve it and a new market channel. And the research of structure shows that the present channel structure of the household central air-conditioning has some problems, such as the conflict of level and vertical channel market. Based on the present household central air conditioning market, we should strengthen the management, and build a good incentive mechanism. And we can also provide positive significance of household central air conditioner expansion of marketing channels
by building a new home appliance interlinks channels and virtual channel.
KEY WORDS: household central air conditioning, marketing channels, channel conflict

正文目录
1第一章绪论
1第一节研究背景
2第二节研究对象和研究目的
3第三节研究的方法与技术路线
4第四节研究框架和创新点
6第二章文献综述
6第一节家用中央空调的相关研究
7第二节营销渠道的相关研究
12第三节总结
13第三章家用中央空调市场分析概述
13第一节我国家用中央空调产业背景
13第二节家用中央空调产业的特征
16第四章家用中央空调渠道分析—以大金空调公司为例
16第一节家用中央空调的渠道分析
17第二节与经销商合作模式分析
19第三节与房产商合作模式分析
20第五章家用中央空调现有渠道的改进
20第一节与经销商合作渠道的改进
21第二节与房产商合作渠道的改进
22第六章家用中央空调