资源描述：
《“家电下乡”销售渠道研究》由会员上传分享，免费在线阅读，更多相关内容在工程资料-天天文库。
1、院系名称：专业班级：学生姓名：学号：指导教师：教师职称：摘要家电下乡是一项拉动农村消费升级，提高农牧民消费水平的强农惠农政策，也是一项促进消费，扩大内需，保持国民经济平稳较快发展的重大举措。是一项农民得实惠、企业得市场、政府得民心，有利于经济发展的利民、利企、利国的积极财政政策。其中家电行业渠道的购建以及优化极其重要。这也是本文所研究的重点。本文在总结大量文献的前提下，以家电下乡销售渠道的定义与结构为基础，在了解农村家电需求特征以及影响农村家电销售渠道因素的前提下。总结出家电下乡销售渠道的组合设计，并提出家电下乡销售渠道的优化方案。通过本文的研究，得到以下主要结论：发展多元化分销渠道
2、，从而实现市场覆盖率的提高，渠道成本的降低，使其产品价格也随之降低，能更好地满足农村市场的需求。本文认为家电下乡的销售模式应该以短与宽销售渠道的构建模式为主。关键词：销售渠道农村市场家电下乡Title"AppliancestotheCountryside''SalesChannelResearchAbstractAppliancestothecountrysideisastimulatingruralconsumptionupgrade,Raisetheconsumptionlevelofpeasantsstrongagriculturalpolicy,Isalsoapromotio
3、nofconsumption,expandingdomesticdemand,Tomaintainstableandrapideconomicdevelopmentofmajorinitiatives.Farmersisaverycost-effective,Enterpriseshavetomarket,TheGovernmentoftheheartsofthepeople,Conducivetoeconomicdevelopmentinfavorofthepeople,business-friendly,Conducivetotheactivefiscalpolicy・Which
4、channelstopurchasehouseholdappliancesaswellastheoptimizationisextremelyimportanttobuild.Thisisnotthefocusofthestudyasked.Attheconclusionofthispaper,thepremiseofalargenumberofdocuments,Appliancestothecountrysidetothedefinitionofsaleschannelsandstructure-based,Needstounderstandthecharacteristicso
5、fruralhouseholdappliancesaswellashouseholdappliancessaleschannelsinruralareasunderthepremiseofthefactors,Summedupthecountrysideappliancedesignacombinationofsaleschannels.Appliancestothecountrysideandtheoptimizationofsaleschannelsprogram・Throughthestudyofthisarticle,thefollowingmajorconclusions：
6、Thediversificationofdistributionchannels,Inordertoachieveimprovedmarketcoverage,Channelstoreducecoststoproductpricesalsoreducethe,Tobettermeettheneedsoftheruralmarket,Thisarticleholdsthatthesalespatternofhouseholdelectricalappliancestothecountrysideshouldbeshortandwidedistributionchannelstobuil
7、dthemainmodel.AppliancestoTheCountrysideKeywords:SalesChannelsTheRuralMarket目录1引言11・1选题背景11・2研究的目的及意义11・3文献综述11.4研究内容与方法32营销渠道的定义及构成要素32.1营销渠道的定义32.2营销渠道的结构42.3营销渠道的类型选择53家电下乡营销渠道分析63.1农村家电需求特征63.2影响农村家电营销渠道的因素74家电下乡营销渠道构建84.1家电下乡
