基于营销渠道视角分析格力渠道高库存问题Word文档格式.docx

1、 班级学号指导教师杨颖指导单位日期： 年 月 日至 年 月 日毕业论文原创性声明本人郑重声明：所提交的毕业论文，是本人在导师指导下，独立进行研究工作所取得的成果。除文中已注明引用的内容外，本毕业论文不包含任何其他个人或集体已经发表或撰写过的作品成果。对本研究做出过重要贡献的个人和集体，均已在文中以明确方式标明并表示了谢意。 论文作者签名： 日期： 年 月 日摘 要 2014年格力20年首次发起价格战，其渠道高库存问题引起广泛探讨。对于企业高库存问题，现今学术界普遍都会从企业内部库存管理角度入手分析研究、谏言献策。但是应该知道，库存管理方法，尤其是渠道库存管理方法的选择是在渠道模式已经选定的前提

2、下决定，它属于渠道模式下的一个子集。因此格力现阶段渠道高库存问题与它独特的营销渠道模式密不可分。通过对格力渠道模式的探讨和分析甚至可以找到渠道高库存的症结所在。沿着这一思路出发，本文将从格力现行营销渠道模式出发来论述分析其渠道高库存问题，找到营销渠道中导致渠道高库存的影响因素，从而有针对性的提出有实际意义的解决措施。本文将改变以往研究视角，创新性的从企业营销渠道模式视角入手研究渠道高库存问题，找出在渠道模式中导致渠道高库存的影响因素，以期寻求有效降低空调企业渠道高库存的良策，同时为完善企业市场营销渠道管理提出探索性建议，并期望为空调企业的发展尽绵薄之力。本文分为六个部分，首先是对论文的研究背景

3、以及我国空调企业目前渠道库存现状进行了概括，提出了论文的研究目的与意义；其次是对相关概念和理论进行了介绍；接着介绍格力电器并通过各财务指标具体论述分析格力近几年渠道库存变化情况；紧接着重点阐述基于营销渠道视角下导致格力渠道高库存的影响因素：分别从横向和空调同行业企业美的渠道库存现状及渠道模式进行比较，以及纵向从企业内部营销渠道模式进行分析，得出该企业营销渠道中导致渠道高库存的影响因素；最后对症下药地提出实时有效的应对措施。关键词：渠道库存；高库存危害；营销渠道；应收账款ABSTRACTFor the first time in 20 years in 2014 Gree launched a

4、price war, the channel of high inventory caused widespread discussion. For the problem of high inventory of enterprises, the current academic circles generally will be from the angle of enterprise inventory management analysis, criticism and suggestions. But you should know, inventory management met

5、hod, especially the channel inventory management method is based on the channel model is selected to decide, it belongs to a sub channel mode set. Therefore, at this stage Gree channel high inventory problem is inseparable with its unique marketing channel mode. Through the discussion and analysis o

6、f the Gree channel model can even find the crux of the problem of high inventory channels where. Proceed along this line of thought, this article from the Gree current marketing channel mode of discourse analysis in the channel of high inventory problem, find the factors that influence the channel i

7、nventory in the marketing channel, so as to put forward practical measures to solve the.This will change the previous research perspective, from the perspective of innovation of enterprise marketing channel mode of channel of high inventory problem, find out the factors that influence the channel mo

8、del channel inventory, in order to find out the effective way to reduce the air conditioning business channel inventory, and suggestions are put forward to perfect the enterprise marketing channel management, and expected to contribute to the development of air conditioning enterprise.This paper is

9、divided into six parts, the first is the research background of this thesis are summarized as well as our country air conditioning companies currently channel inventory situation, put forward the purpose and significance of the thesis; secondly is the related concepts and theories are introduced; an

10、d then introduced the Gree appliances and Gree channel inventory changes in recent years through various financial indicators detailed analysis; and then focuses on the factors that influence the Gree channel inventory based on the perspective of marketing channels: respectively from horizontal and

11、air channel inventory status and channel model of the enterprises in the same industry, and the vertical from the marketing channel mode of enterprise to carry on the analysis, the factors that influence the channel inventory of the enterprise marketing channel finally, an antidote against the disea

12、se; put forward a real-time and effective measures.Key words：Inventory; inventories high hazard; inventory turnover; accounts receivable turnover ratio目 录第一章 引言11.1研究背景 11.2研究目的与意义21.3国内外研究现状分析2 1.4本文结构与内容安排2第二章 相关概念和理论概述 32.1渠道库存32.2高库存危害3 2.3市场划分32.4营销渠道 32.5国内空调制造企业营销渠道模式概述4第三章 格力空调渠道库存现状分析63.1格力电器简介63.2格力电器财务数据分析63.2.1格力电器的存货指标对比分析63.2.1.1存货周转率 63.2.2.2存货周转天数 73.2.2格力电器的财务指标对比分析 83.2.2.1应收账款的财务指标 83.2.2.2应收账款周转率 93.2.2.3存货资产比率 123.2.3.3固定资产占非流动资产比率 123.2.3指标对比分析与总结 13.3.2.3.1存货周转率分别与净利润指标、营业收入指标对比 133.2.3.2存货增长率与应收账款增长率指标对比 143.2.3.3净利润增长率与应收账款增长率指标的比较 153.2