【作者】 李振勇；

【导师】 周修亭；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2017， 硕士

【摘要】 家电行业国家开放最早,目前竞争最激烈,市场的成熟度也最好,最终使得中国家电行业以及家电相关的行业都走在了世界前列。我国经济进入了新常态、突飞猛进的科学技术推动着渠道的变革,同时也深刻的并且剧烈的改变着家电市场、各种新型的销售模式也在日新月异,“迭代”的速度也令人措手不及、国家法律也在一步步的对之前粗狂的市场竞争进行着规范。本文选题聚焦于一家表现一直优秀的外资独资家电企业,在中国的一个典型的市场的渠道现状进行分析。把大的背景环境给大家呈现出来,对BS公司以及其发展过程也进行了描述。同时指出BS公司对比其他失败的企业在营销渠道方面成功的因素。对南阳这个城市也进行了概况描述,指出选择南阳这个地方的典型性。接着对南阳渠道的现状进行了不同维度的描述。尽量能把南阳的整体渠道状况全面的呈现出来。然后,通过对南阳市场渠道的梳理,将目前渠道进行了冲突分析、呈现。接下来,回归到理论分析上,找出其理论依据、结合时代背景、企业发展需求、以及成员自身等原因进行分析。而后,本着理论结合实际的态度,对南阳的渠道冲突现状提出了改进的对策。最后,根据文章的描述、梳理、分析、对策建议结合当下的环境得出结论。渠道的冲突的原因,首先天生的,不可避免的。其次,有来自社会时代发展变革造成的渠道必须变革和渠道成员间的认知差异;来自渠道自身发展成员间的横向纵向的竞争;来自于BS政策流程、渠道企业自身能力等方面的原因。BS企业要在战略高度对渠道进行规划,对渠道冲突进行预判以及制定相应的对策、同时对实际的冲突监控反馈和对策的落实。各渠道成员应该从大趋势出发认清冲突的本质,积极提升自身科技、管理、服务等方面的竞争力。最后,要厂商紧密团结相互融合,共同培育建设市场渠道。希望本文的介绍分析,能够起到以下的作用:对自身企业起到直接的指导和帮助的作用。对面临同样疑惑的家电同行起到借鉴的作用。对于我们的营销理论起到在实际的检验和有益的补充作用。更多还原

【Abstract】 This thesis focuses on an outstanding wholly foreign-owned household electrical appliance enterprise,and analyzes the current situation of a typical market channel in china.Home appliance industry is the earliest open country,the most competitive,the market maturity is also the best,and ultimately make China’s home appliance industry and home appliances related industries are walking in the forefront of the world.However,China’s economy has entered a new norm,the rapid progress of science and technology to promote the channel reform,but also the profound and dramatic changes in home appliance market,a variety of new sales model in the iteration speed change rapidly,is also a national law,be taken by surprise in a step by step prior to the rough market a standard competition....Taking consumers as the center,improving the efficiency of channels and creating flat channels become the focus of competition.Many enterprises and units in the market are exposed to confusion in the future.In the new environment,how to deal with and use all kinds of conflicts and relations,make the enterprise change and develop.Marketing channel is the delivery of consumer value,marketing channels containing property rights,property rights,information flow,capital flow,marketing flow and many other factors.Marketing channel is responsible for the final realization of product value.First of all,the big background environment is presented,and the BS company and its development process are also described.At the same time,it points out the success factors of BS company comparing with other failure enterprises in marketing channel.A general description of the city of Nanyang is made and the typicality of choosing Nanyang as a place is pointed out.Then,the present situation of Nanyang channel is described in different dimensions.Try to be able to present the overall channel of Nanyang in a comprehensive way.Then,by combing the channels of Nanyang market,the current channel of conflict analysis.Then,regression analysis to the theory,to find its theoretical basis,combined with the background of the times,the development needs of enterprises,as well as members themselves and other reasons for analysis.Then,according to the attitude of combining theory with practice,this paper puts forward some countermeasures for the current situation of channel conflict in Nanyang.Finally,according to the description of the article,combing,analysis,countermeasures and suggestions,combined with the current environment to draw conclusions,but also for the future to eat the prospect.Through the analysis of this study,I hope to provide direct guidance and help for the development and reform of their own enterprises.Also hope to learn from each other in the industry attitude,can play a reference role.In theory,let the market to test the theory,and the rapid development of reality,we need to summarize in time and make useful supplement to the theory.更多还原