海尔家电渠道冲突问题研究-工商管理专业论文.docxVIP

海尔家电渠道冲突问题研究中文摘要 海尔家电渠道冲突问题研究 中文摘要 营销渠道执行的一项重要工作就是商品从生产者那里转移到消费者手里，在家 电领域谁拥有了渠道控制权，谁就拥有了竞争优势。但是无论生产者对渠道无论进 行怎样好的设计和管理，渠道冲突总会发生，因窜货而带来的价格体系遭破坏是渠 道冲突中常见的问题。研究海尔家电渠道中窜货问题，牵涉到产品、价格、渠道以 及人员等诸方面，通过研究可以为海尔制定营销策略提供一定的参考价值。 论文共分五章，第一章简要介绍了家电行业的国内外概况，并重点介绍了国内 家电渠道概况及存在的问题。第二章通过SWOT分析，介绍了海尔家电所处的市 场环境，得出海尔控制窜货意义深远。第三章通过对渠道冲突之窜货现象的产生原 因、表现形式等研究分析，剖析了海尔家电渠道窜货所带来的严重危害。第四章是 本文的核心，提出了海尔渠道控制窜货的策略，首先通过对比分析法并引用公平理 论，深刻剖析了海尔家电渠道窜货产生的根源以及控制失效的原因，接着提出了改 革考核导向、利用售后服务、改堵为疏等手段来控制窜货。策略的重点是从调整人 的思想着手，把海尔业务人员被动控制窜货变为主动控制窜货，从而有效的管理渠 道冲突之窜货行为。第五章通过分析提出了海尔家电控制渠道窜货可行可控。 关键词：海尔家电，渠道冲突，窜货，考核导向，售后服务 Research Research on distribution channel conflict of Haier household appliances ABSTRACT 0ne of the most important tasks during distribution channel implementation is to tran．sfer the products from the manufacturers to the consumers．Those who controls distribution channel will hold the competitive advantage in the field of household appliance．However,no matter how good of design and management for thc manufacturers，it still can’t prevent channel conflicts．The common problem is price system broken lead by Cuanhuo．The study of Cuanhuo issue during the course of distribution involves products，price，distribution，staff and other aspects which will provide certain reference to Haier Group for formulate marketing strategy． The thesis consists of five chapters．The first introduces the outline of household appliances industry at home and abroad briefly,focusing on distribution channel profile and existing problem．Next，the paper presents the market environment and great significance of controlling Cuanhuo for Haier Group through SWOT analysis·The third states the serious harm brought by Cuanhuo on the base of analyzing the reason， manifestation of Cuanhuo in the course of distribution．As the core of the paper,the fourth brings forward the strategy to control Cuanhuo．To start with，quote fair theory and analyze the produced springhead and the cause of failing control profoundly through comparative analysis，then put