【作者】 谢东；

【导师】 蒋建平；

【作者基本信息】 西南交通大学 ， 工商管理， 2011， 硕士

【摘要】 上世纪70年代改革开放以来,中国经济取得了长足发展,人民生活水平日益提高,国外家电制造商如三星、LG、西门子纷纷来到中国投资建厂,争夺市场份额；同时,中国家电行业也随着经济发展,不断成长壮大,涌现出海尔、美的、格力、长虹等一系列优秀企业,中国成为了名副其实的世界工厂,全球家电大部分产能集中在中国。进入21世纪以来,中国家电行业竞争日趋激烈,市场日趋饱和,许多家电企业纷纷被淘汰出局。LG是一家外资品牌家电企业,进入中国市场已有18年时间,随着中国经济的发展,LG在中国的业务不断发展壮大,但是随着竞争日趋激烈,LG的市场地位不断受到挑战,部分产品市场份额逐渐萎缩。本文以渠道建设相关理论为基础,综合分析LG渠道的优势和劣势,研究制定渠道优化策略,从而对于公司营销策略提供参考,为LG渠道发展提供科学的方向,对于其他外资家电品牌在中国渠道建设也提供借鉴。首先,本论文使用PEST工具,对于家电行业现状进行宏观环境分析。通过分析可以看到家电行业受到政府政策条件、经济发展、社会文化发展、技术进步等方面因素影响。然后,通过对于家电行业渠道现况分析,得出目前行业整体现况,通过与LG渠道中全国性连锁、区域性连锁、传统渠道、新兴渠道发展现况对比分析,使用SWOT分析等分析方法,找出LG渠道建设目前存在的问题。最后,文本从LG内部企业文化、管理特点以及其人事结构方面入手,对于LG内部进行分析,找出适合LG内部的可行方案,解决目前LG渠道建设存在的问题,优化渠道结构,具有很强的现实意义。更多还原

【Abstract】 As China’s reforming and opening-up carrying on, China’s economy obtained great progress.At the same time, the home appliance enterprises of China also grow up quickly. Some enterprises get famous in the world, such as Haier. Gree, Midea, Changhong and so on.China is called world factory.But from this century, the competition is becoming more and more fiercely. Many domestic enterprises and foreign enterprises have been eliminated from the market. LG electronics is a foreign-funded enterprise of home appliance, which came into China18years ago. Now, LG have to face the fact that the market share is hard to increase and some products gradually get atrophic.Firstly, this paper used the tool PEST on home appliance industry macro environment analysis. From the analysis we can see home appliance enterprise faces the government policy, economic development, social development and technical progress advantageous factors.Then, through the channel of home appliance industry present situation analysis.this paper divided distribution channels into four different categories, the national electric store system(NESS), regional electric store system(RESS), the traditional channel and the new channel.Also.brand shop is a way to develop traditional channel.SWOT analysis is used in order to find out the problems existing in the current channel construction of this company.Finally, from LG’s internal culture、management characteristics and the personnel structure aspects, this paper carried on the analysis, finding out the suitable ways to solve the current channel problem and improve Channel Construction.更多还原