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《appliance distribution channel reform and channel management strategy（家电分销渠道变革与渠道管理策略）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、Appliancedistributionchannelreformandchannelmanagementstrategy（家电分销渠道变革与渠道管理策略）Channeldiversityandchannelconflictcausedbythechangeofcirculationfieldisoneofthemainproblemsindistributionchannels,insteadofthetraditionalchannelconflictinemergingchannels,thedistributionchannelssh
2、owingadifferentsystem,differenttypes,differentlevelsanddifferentmodeofoperationofthestatusquo.Thecurrenthometolargeshoppingmalls,shoppingmallsandsmallappliancesfranchisestoresastherepresentativeofthetraditionaldistribution,andtheintegratedchain,homeappliancechain,electriccit
3、y,brandstores,grouppurchasing,onlineorderingbetweenthenewdistributionastherepresentativeofthecompetition,ontheonehandmakestheenterpriseshavemorechoicesofdistributionchannelsandthecombinationoffreedom,ontheotherhand,theenterprisefacesdifficultyofchannelselectionandchannelmana
4、gementmore.Therefore,theproblemofdistributionmanagementintheeraofchannelchangewillbeadifficultpointinthemarketingmanagementofhouseholdelectricalapplianceenterprises.Thispaperdealswiththeappliancedistributionreformandchannelstrategy.I.Changesinthedistributionchannelsofhouseho
5、ldelectricalappliancesSince1990s,thewholesaleandretailindustrytochangethecirculationpatternhasundergonemajorchanges,thesechangesarepresentedinsixaspects:oneisthemaindomesticcirculationenterprisesgraduallymatureandintensive;thetwoistointroducenewcirculationmethods,changingthe
6、traditionalenterprisedistributionmodeandmanagementmode;thethreeistheriseanddevelopmentofmodernlogisticsischangingthephysicaldistributionprocess;thefouriscausedbythechangeofretaildistributionchannelsandshortentheflattrendisincreasinglyobvious;fiveisduetotheimbalanceofeconomic
7、developmentandthehugemarketofregionaldifferencemakesahugenumber,thesizeofthediscreteindividualcirculationenterprisesstillhavetheexistenceanddevelopmentofspace;thesixistojointheWTOthefurtheropeningofthecirculationcirculationcirculationtoacceleratetheinternationalgiantsinthefi
8、eldofcapitalandbusinessexpansionspeed.Thesechangesinthebigcirculationpatter
