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1、学号：1221203本科生毕业论文（设计）（2016届）题目西门子（中国）家电产品的营销渠道研究二级学院北京工商大学嘉华学院专业市场营销班级市场122学生姓名戴坪锋成绩指导教师马艳红完成日期2016.02.01诚信声明本人郑重声明：所呈交的毕业论文（设计）是我个人在导师指导下，由我本人独立完成。有关观点、方法、数据和文献等的引用已在文中指出，并与参考文献相对应。我承诺，论文中的所有内容均真实、可信。如在文中涉及到抄袭或剽窃行为，本人愿承担由此而造成的一切后果及责任。毕业论文（设计）作者签名：签名日期：年月日摘要营销适用于一切企业，首先体
2、现在大企业，综观层出不穷的行业大战，多位大企业充斥期间，它们资本雄厚，人才济济，市场经验丰富，并占据了一定的市场份额，有争夺更大的市场的先决条件。而中小企业往往势单力薄，资源匮乏，它们又如何面对积累而残酷的市场竞争呢？答案就在营销战略上使用有限的资源，挖掘最大的潜力，创造无尽的价值。新型市场营销渠道经过不断时间总结及发展演变，已受到广泛的认可和重视。更具其特性和规律，制定市场操作规范，完善运营机制，本文以西门子（中国）有限公司为例，对其目前的营销渠道发展状况进行研究，分析了西门子（中国）有限公司营销渠道现状和存在的问题。并提出解决的对策
3、，希望能够帮助西门子（中国）有限公司加强自有营销渠道建设。关键词：营销渠道；市场；创新AbstractMarketing applies to all enterprises, first of all reflected in the big enterprise, taking a broad view of the endless trade war that is full of a number of large enterprises during the period, they have abundant capital
4、, talents, rich experience in market and occupy the market share, have the prerequisites for for a bigger market. Small and medium-sized enterprises often weak, lack of resources, and how to face the accumulation and cruel market competition? The answer is to use limited
5、 resources in the marketing strategy, tap the greatest potential, and create endless value. The new marketing channel through the summary and development of time evolution, has been widely recognized and valued. More the characteristics and laws, establishing the standar
6、d of market operation, improve the operation mechanism, this paper by Siemens AG, for example, the current marketing channel development research, analysis of the current situation and existing problems of marketing channel of Siemens AG. And to propose the strategies to
7、 help Siemens AG, strengthen its own construction of marketing channels, channel to solve some of the problems, at the same time, to optimize the management of marketing channel.Keywords：MarketingChannel；Market;Innovation目录摘要4绪论7一、我国营销渠道概述8（一）我国家电行业现状8（二）我国家电行业营销渠道发展演变11
8、1.导入期112.成长期113.成熟期12二、西门子（中国）有限公司的营销渠道13（一）西门子公司简介13(1)区域经销商制：14(2)直营零售15(3)直供家电连锁15三、西门子公司营销渠道目前存在的问题
