上海双鹿电器公司分销渠道管理中存在的问题及对策.docxVIP

家电市场分销渠道管理策略研究--以上海双鹿为例 摘 要：随着时代的不断更迭，经济也在不断腾飞。家电销售模式也在随着时代的演变而不断变化。上个世纪中后期，家电销售主要依托专业的家电公司进行销售。而到了千禧年前后，家电连锁卖场应运而生，成为家电销售模式的主流。然而，随着互联网的普及，新型的销售模式逐渐崛起，传统的销售模式也面临着挑战。对于家电连锁卖场来说，虽然其销售模式一直是家电销售的主流，但是也面临着一些问题。其中，窜货和同行恶意竞争是比较严重的问题。针对这些问题，双鹿大家电需要通过打破目前的分销渠道桎梏来寻求解决之道，实现企业分销渠道的调整，以适应市场环境的变化，提高企业的竞争力和发展速度。 在实现企业分销渠道调整之前，需要对其进行全面的分析。本文采用了4P理论、SWOT分析法、STP理论等方法，研究了双鹿大家电的分销渠道管理方法，并对其分销渠道管理策略进行了优化。通过分析双鹿大家电分销渠道存在问题的原因，并尝试着寻求解决问题的方法，实现了对企业分销渠道的优化和整合。 通过优化分销渠道管理策略，双鹿大家电成功地整合了企业资源，解决了窜货和同行恶意竞争等问题，提高了企业的竞争力，增强了企业的活力，进而提高了企业的经济效益。 关键词：分销渠道；市场营销；企业管理；双鹿大家电  Study on the Distribution Channel Management Strategy of Home Appliance Market - A Case Study of Shanghai Shuanglu Absrtact：The times have changed and the economy has taken off. In the late last century, home appliances mainly rely on professional home appliance companies for sales. Around the millennium, home appliance chain stores have emerged in line with the trend. Up to now, home appliance chain stores are still the mainstream mode of home appliance sales. With the popularity of the Internet, the new sales mode has completely affected peoples consumption habits. The rise of new retail, with the characteristics of more convenient and more price advantage, makes the traditional sales form decline gradually. In order to solve the problems of fleeing goods and malicious competition in the traditionalretail sales channels, Shuanglu household appliances must break the shackles of the current distribution channels and adjust the distribution channels to a more reasonable channel structure. Only in this way can Shuanglu household appliances adapt to the ever-changing market environment and the enterprises get better development. Based on 4P theory, SWOT analysis, STP theory and other analysis methods, this paper studies the methods of optimizing the distribution channel management of Shuanglu household appliances, so as to study the content of the distribution channel management strategy of Shuanglu household appliances, explore