家电行业分销渠道研究以格力空调为案例Word文档下载推荐.docx

1、 戴莹琼指导教师: 黄江明摘 要 在现代市场经济条件下,市场是企业生存与发展之本,建立和完善产品分销渠道是企业走向市场的必由之路。分销渠道是企业的宝贵资源,是联系企业与市场的桥梁与纽带。家电行业在经历了价格战、概念战、广告战之后,渠道的重要性愈发凸现。可以说,渠道决定了企业的生存和发展。格力空调连续十年空调销量第一,市场占有率超过了13%。格力空调取得如此的骄人业绩,与格力独创性的分销渠道模式股份制区域销售公司模式,是密不可分的。近两年,中国渠道格局剧变。大型零售业态的兴起极大地冲击了原有的渠道模式。以国美为首的一批家电连锁零售企业的不断扩张更是让整个家电行业渠道面临巨大的震荡。2004 年格

2、力国美交恶,家电行业两大巨头的冲突引发了学术界以及整个家电行业的普通关注。格力在渠道改革的呼吁声中,仍然坚持原有的渠道模式,销量不降反升,继续领跑空调行业。这种反差值得每一个营销人关注和研究。在新兴渠道兴起、制造商调整传统渠道模式、渠道冲突不断爆发、以及格力模式受到普遍质疑的状况下,我们有必要重新审视格力的传统渠道模式,审视中国家电连锁零售企业的现状,提出格力的未来发展道路。作为昀大的空调制造商,格力的模式分析对指导其它家电制造商、其它行业的企业以及厂商关系的调整都具有十分重大的意义。本文第一章主要介绍分销渠道理论,包括分销渠道概念、功能、流程、分销渠道管理理论综述以及分销渠道冲突理论,为分析

3、格力渠道模式、国美格力冲突以及格力渠道的调整奠定良好的理论基础。第二章主要包括目前中国家电行业的分销现状、空调行业几大主要的分销渠道模式以及家电行业经销商管理三方面内容,为分析格力的经销商管理做铺垫。目前中国家电分销渠道是传统新兴渠道并存,主要包括批发商主导的分销体系、家电企业自建的分销网络、全面代理制以及直接供货大零售终端四种形式。渠道模式仅仅是一个框架,能不能昀大限度的发挥作用,关键还在于对模式的管理。对渠道的管理实际上就是对渠道成员的管理。经销商管理主要包括经销商选择以及经销商激励。其中经销商激励主要包括政策制定、利益奖励以及培训。 第三章重点解析格力模式,从格力分销渠道结构、功能、经销

4、商激励以及分销渠道支持等角度全面剖析格力独特的分销渠道模式和操作手法。格力通过严格控制经销商的销售区域以及销售价格达到规范市场,稳定市场秩序的目的。通过年终模糊返利政策、淡季预付款政策以及相关的费用补贴实现激励经销商,提高其积极性的目的。同时,格力通过品牌支持、技术支持以及市场管理支持更好地为经销商服务,为整个市场服务。第四章则是针对与国美的冲突,结合家电连锁企业的发展趋势以及中国市场环境,提出在稳定现有市场秩序的前提下,逐步调整格力渠道模式。低依存度以及诱因不足是格力国美冲突的根本原因。冲突爆发后,格力积极调整渠道策略,加强和其它新兴连锁企业以及传统经销商的合作,2004年度继续领跑空调行业

5、。面对销售市场的剧变,格力也应该调整其渠道模式。但是这种调整应该是在维护原有经销商利益基础上,在不冲击整个传统渠道基础上的逐步调整。第五章则是在前面四章分析的基础上得出结论,以期对其它企业提供参考和借鉴。家电渠道呈现的是一种多元化的发展趋势,企业要结合自身的资源寻找昀适合自己的渠道模式。渠道模式固然重要,但更为重要的是执行和管理。本文通过对XX省格力销售公司以及下级经销商的实地调研,得到了有关格力渠道模式以及具体运作管理的大量的第一手资料,结合分销渠道理论以及经销商管理理论,更加透彻和客观的分析评价格力的分销渠道模式。国美等新兴连锁企业的扩张,极大冲击了格力等家电制造商的传统渠道模式。本文从连

6、锁业的发展趋势以及格力拥有的经销商优势资源两个角度出发,提出了格力要在坚持原有渠道模式,不放弃原有经销商基础上,逐步调整和国美等新兴连锁企业的关系。关键词:分销渠道 渠道冲突 格力模式 Abstract Under the modern market economic condition, the market is the foundation of enterprises survival and development. It is the only way that enterprises move towards the market to set up and perfect th

7、e retail channel of the products. The distribution channel is the valuable resources of enterprises, and also it is the bridge and tie between enterprises and marketAfter going through price fight, concept fight and advertising fight in the house hole electrical appliances trade, the importance of c

8、hannel become especially outstandingWe can say that the channel has determined the existence and development of enterprises. GREE air conditioner is the first of sales volume of air conditioner for ten years in succession and the possession rate of market has exceeded 13%. The proud achievement that

9、 GREE air conditioner was made have close relationship with the distribution channel mode of the originality of GREE -Selling companys mode in the shareholding system areaNearly two years, Chinas channel pattern drastically changes. The rise of large-scale retail trade has struck the already existin

10、g mode greatly. Constant expansions of a number of house hole electrical appliances enterprises with GOME as their leader has made the whole house hole electrical appliances channel face the enormous shockGREE and GOME fell foul of each other in 2004. The conflict between two magnates in house hole

11、electrical appliances trade drew academia and whole electrical appliances general attention. GREE in appeal of channel reform adhering to already existing channel mode still, their sales volume does not lower but rise instead and continually take the lead in race in the air conditioner trade. This k

12、ind of contrast is worth studying by every marketing personUnder the condition that new developing channel rise, manufacturer adjust traditional mood, conflict of channel state always break out and GREE mode generally is queried, it is necessary for us to examine the traditional mode of GREE closely

13、 again, examine the current situation of the Chinese household electrical appliances chain retailer closely, propose the future development path of GREEAs the biggest air conditioner manufacturer, the mode analysis of GREE to guide other household electrical appliances manufacturer, other enterprise

14、s and to adjust the relation of manufacturers has great meaningChapter one of these texts introduces the retail channel theory mainly, including retail channel concept, function, procedure, retail channel management theory survey and retail channel conflict theory. It establishes the good theoretica

15、l foundation for analyzing channel mode of GREE, GOME and GREE conflict and the adjustment in GREE channelChapter two mainly includes three content: the distribution current situation of Chinas household appliance industry at present, several main distribution channel mode and distributor in air conditioner trade, and management of dealer in household electrical appliances trade. It can foresha