从某种程度上来说，销售渠道关系着企业的兴衰与成败。完善、畅通的分销渠道体系对于企业来说是至关重要的，是企业快速、低耗地将产品销往世界各地的良机。当前的家电行业可谓是机遇与挑战并存，这就要求我国的家电企业准确认识自身的优劣势，并以此为出发点制定并灵活运用企业市场营销的策略规划，从而保证企业的长期、稳定、可持续发展，也为企业适应市场环境奠定了基础，并帮助企业在国内外市场占据一席之地。因此，KH公司现阶段最主要的任务就是找出在渠道管理方面存在的不足，并针对这些不足提出有效的解决方案。同类型的电器制造企业市场营销渠道管理亦可参考本文的研究成果进行适当的调整。
本文在搜集和整理大量空调行业资料的基础上，介绍了营销的基本概念，阐述了营销渠道的相关理论知识，明确了建设营销渠道的重要性。本着实用、可操作、有效的原则，以HK空调制造有限公司为对象，考察了该公司的宏观环境包括经济环境、政治法律环境以及科学技术环境和社会文化环境等，及空调行业的产业环境，并详细分析了HK公司的营销渠道优势和劣势，构建了 SWOT 分析。根据HK公司的战略，为其制定了市场营销渠道策略，确定目标市场，选择营销渠道模式，进行渠道结构优化和成员选择优化以及冲突管理优化，同时在营销渠道绩效和激励优化和营销渠道合作关系优化以及营销渠道信用管理优化等方面提出了建议，最后是结论与展望。本文着眼于空调制造企业所处的市场环境来制定市场营销渠道策略，其市场营销战略具有动力机制的持久创新。
关键词：家电行业；营销渠道；优化；HK公司
Abstract
To some extent, sales channels are related to the rise and fall of the company and its success or failure. A complete and smooth distribution channel system is crucial for enterprises, and is a good opportunity for enterprises to sell their products to the world quickly and with low consumption. The current home appliance industry can be described as both opportunities and challenges. This requires China's home appliance enterprises to accurately understand their strengths and weaknesses, and use this as a starting point to formulate and flexibly use the strategic planning of enterprise marketing to ensure long-term, stable and acceptable Continuous development also laid the foundation for enterprises to adapt to the market environment and help enterprises occupy a place in the domestic and foreign markets. Therefore, the main task of KH company at this stage is to find out the shortcomings in channel management and propose effective solutions to these shortcomings. The marketing channel management of the same type of electrical appliance manufacturing enterprises can also be appropriately adjusted with reference to the research results of this paper.
On the basis of collecting and sorting out a large number of air-conditioning industry materials, this paper introduces the basic concepts of marketing, expounds the relevant theoretical knowledge of marketing channels, and clarifies the importance of building marketing channels. Based on the principle of practicality, operation and effectiveness, the company's macro environment including the economic environment, political and legal environment, scientific and technological environment and social and cultural environment, and the industrial environment of the air-conditioning industry were examined. And detailed analysis of the advantages and disadvantages of HK's marketing channels, and built SWOT analysis. According to the strategy of HK Company, it has developed a marketing channel strategy, determined the target market, selected the marketing channel model, optimized channel structure and member selection, and optimized conflict management. At the same time, in marketing channel performance and incentive optimization and marketing channel cooperation Suggestions on optimization and optimization of marketing channel credit management, and finally conclusions and prospects. This paper focuses on the market environment in which air-conditioning manufacturing companies are located to develop marketing channel strategies, and its marketing strategy has a lasting innovation of dynamic mechanism.
Keywords: Appliance Industry; Marketing Channels; Optimization; HK Company
目 录
摘 要 I
ABSTRACT III
1引 言 1
1.1研究背景和意义 1
1.1.1研究背景 1
1.1.2研究意义 2
1.2研究内容、方法和思路 2
1.2.1研究内容 2
1.2.2研究方法 3
1.2.3研究思路 3
1.3研究的重点和创新点 5
1.3.1研究的重点 5
1.3.2研究的创新点 5
2营销渠道管理理论综述 6
2.1营销渠道概念及基本形态 6
2.1.1营销渠道和渠道管理的概念 6
2.1.2营销渠道的功能 9
2.1.3营销渠道的基本形态 12
2.1.4中国家电营销渠道模式比较 13
2.2营销渠道管理理论的内容 17
2.2.1渠道成员的选择 17
2.2.2渠道成员的激励 17
2.2.3营销渠道绩效评估 17
2.3国内外研究现状 17
2.3.1国外研究现状 17
2.3.2国内研究现状 19
2.4营销渠道策略的演变 20
3 HK公司及其营销渠道演化分析 22
3.1 HK公司简介 22
3.2 HK公司的营销渠道模式 24
3.2.1 HK公司的营销渠道模式现状 24
3.2.2 HK公司的营销渠道模式特点 25
3.3 HK公司营销渠道形成及演变历程 26
3.4 HK公司竞争对手营销渠道模式对比 27
4 HK公司营销环境及渠道创新分析 28
4.1 HK公司营销环境PEST分析 28
4.2 HK公司竞争力SWOT分析 29
4.3 HK公司营销渠道创新分析 30
4.4 HK公司营销渠道选择 31
5 HK公司营销渠道管理的现状、存在的问题及成因 33
5.1 HK公司营销渠道管理的现状分析 33
5.1.1 KH公司营
