M家電有限公司分銷渠道策略研究.pdf

1、0IL。中文摘要中文摘要本論文從分銷渠道和M家電有限公司分銷渠道管理問題的角度出發(fā)，研究和分析M家電有限公司渠道成員及渠道沖突的管理問題，對M家電有限公司分銷渠道管理工作中面臨的具體問題進(jìn)行了系統(tǒng)分析和論述。本論文共分五章。第一章概述了分銷渠道、PEST宏觀分析法、SWOT態(tài)勢分析法的理論基礎(chǔ)。第二章對M家電有限公司分銷渠道現(xiàn)狀及對分銷渠道管理中存在的問題進(jìn)行了詳盡的分析。第三章運(yùn)用PEST、SWOT分析法對M家電有限公司營銷環(huán)境作出客

2、觀分析。第四章詳細(xì)的介紹了國內(nèi)外研究的現(xiàn)狀以及國內(nèi)外家電企業(yè)典型的渠道模式，從幾家家電企業(yè)分銷渠道策略中受到一些啟示。第五章對M家電有限公司分銷渠道策略提出改進(jìn)的相關(guān)對策。本論文的目的是對M家電有限公司分銷渠道管理中渠道模式為研究內(nèi)容，對其渠道管理中尚且存在的問題，通過對M家電有限公司營銷環(huán)境的分析、運(yùn)用系統(tǒng)化的分銷渠道理論，提出一套有效的M家電有限公司分銷渠道管理和創(chuàng)新發(fā)展的規(guī)劃，在充分整合企業(yè)資源的基礎(chǔ)上，對公司產(chǎn)品分銷渠道模式及管

3、理創(chuàng)新上作出適當(dāng)?shù)恼{(diào)整和規(guī)劃，形成公司分銷渠道資源的核心競爭力和戰(zhàn)略競爭優(yōu)勢，實(shí)現(xiàn)企業(yè)健康、穩(wěn)定、持續(xù)發(fā)展。關(guān)鍵詞：家電分銷渠道；渠道策略；渠道管理黑龍江大學(xué)碩士學(xué)位論文AbstractThispaperfromthedistributionchannelsanddistributionchannelmanagementofMelectricalappliancesCoLTD，researchedandanalysedthechanne

4、lmembersandmanagementproblemsofthechannelconflictofMelectricalappliancesCoLTD，analysedanddiscussedthedistributionchannelmanagementinthespecificproblemfacedThispaperisdividedintofivechaptersThefirstchaptersummarizeddistri

5、butionchannels，PESTmacroanalysis，thetheoreticalbasisofSWOTThesecondchapteranalysedindetailthesituationofdistributionchannelsandtheexistingproblemsinthemanagementofMelectricalappliancesCoLTDInThetl】irdchaptermadeanobjecti

6、veanalysisthemarketingenvironmentofMelectricalappliancesCoLTDusingPEST，SWOTanalysismethodThefourthchapterdiscussedindetailtheresearchstatusandhouseholdappliancesenterprisetypicalchannelmodenationallyandinternationallyand

7、gainedenlightenmentfromafewhomeapplianceenterprisedistributionchannelstrategyThefifthchapterputforwardtheimprovementrelatedcountermeasurestodistributionchannelstrategyofMelectricalappliancesCo，LTDTheaimofthispaperresearc

8、hedthedistributionchannelmanagementmodeofMelectricalappliancesCoLTDandputforwardsomeproblemsofthechannelmanagementWeproposedasetofeffectivedistributionchannelmanagementandinnovationdevelopmentplanningofMapplianceCoLTDthr

9、oughanalysisofthemarketingenvironmentandusingsystematicdistributionchannelstheoryCompanyproductdistributionchannelmodeandmanagementinnovationwereadjustmentsandprogrammingonthebasisoffullintegrationenterpriseresources，for

10、mingthecorecompetitivenessandstrategiccompetitiveadvantageofthedistributionchannelresources，realizedenterprisehealthy，stableandsustainabledevelopmentKeywords：Appliancedistributionchannels；Channelstrategy；Channelmanagemen