供應(yīng)鏈環(huán)境下科龍電器在重慶地區(qū)的營銷渠道策略.pdf

1、華中科技大學(xué)碩士學(xué)位論文供應(yīng)鏈環(huán)境下科龍電器在重慶地區(qū)的營銷渠道策略姓名：陳立勛申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：馬士華20040401IIAbstract By the development of more than twenty years, the electrical household appliances industry have gain great achievement. But, b

2、ecause of overcapacity, production is serious keep long in stock, distribution channel is no smooth, the economic benefit has been becoming more and more tiny. Under the environment of WTO, the mar

3、ket share of the foreign electrical household appliances are growing. And under the environment of supply-chain, the competition has extended to the supply commodity, distributor, and retail of core

4、 enterprise. Guangdong kelon Electrical Holding Co., Ltd, is one of the biggest manufacturers and has an important role in the domestic market. Chongqing city is the important electronically market in t

5、he west south of china, and the competition is very violent there. This paper is based on the supply chain and marketing channel. It studies the construction of marketing channel and management mode and gives the

6、 special suggestions in the final paper. Maximum of customer value is the final object of all the marketing channels. There are the following effective methods to attend this aim, for example,

7、 making the channel wider and flatter, establishing the sales branch whose core is profit, changing the marketing into managing of commercial mode. Sales branch is the leader of the above cha

8、nnel. And it plays the core use in this channel. The theory of commerce circle, Lai-li method and 20-vs-80 method provides the evidence to construct the effective marketing channel. Those effective management o

9、n the distributors and channel conflict is helpful for the energy of marketing channel. Establishing the marketing center and the third logistics when possible provide the insurance of the satisfactory operation of