HMH公司洗衣机分销渠道的分析和设计

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1、-AbstractAbstractDistributionchannelbecomesthecompetitionfocusbetweenappliancecompaniesalongwiththegrowingintensecompetitioninChineseapplianceretailindustry.WiththegrowingupofnewdistributionpatternrepresentedbyGuoMeiandSuNing,agreatchangeisongoinginC

2、hineseappliancechannel,whichbreakdownthechannelsetup.Thisarticlepredictsthechanneldevelopmenttrendbyanalyzingthereasonofnewchannelfromoutgrow.Afteranalyzingcurrentformofappliancecompanies,AuthortakesHangzhouMatsushitahomeappliancelimitedcompany(HMH)f

3、orexampletoexplainhowtorestructurechannelpatternunderthechangingoftheappliancedistributionchannel.TheopinionofAuthorinthisarticleisthatappliancechannelcentralizationisnotonlythecoursethatadvancedcountriesexperiencedbutalsothedevelopmenttrendofChinese

4、appliancechannel.HMHshouldsetupkeyaccountdepartmenttoservicethesenewchannelaccordingtoitsowntraitssoastoattainthecompetitionadvantage.Authorhopethisarticlecanprovidesomeexperiencesforthosecompanieswhohavenotsetupefficientchannelformandoffersomeinspir

5、ationsforthem.ThisarticlewillgiveyouadeepanalysisonhowHMHrestructurechannelformunderthechangingoftheappliancedistributionchannel.AftertheprefaceandHMHbriefintroduction,thisarticlewillbedividedintofiveparts.Firstpartistheanalysisofcurrentappliancedist

6、ributionchannelconditionandthetrendpredictioninchina.ThesecondpartanalyzesHMH’schannelformandtheexistingproblemwhenHMHfacingthechannelchange.InordertoimproveHMHchannelefficiency,authoranalyzesChineseappliancemanufacturingchannelformandchannelconflict

7、ioninpartthree,whichprovidesthereasonwhyHMHshouldchangethechannelform.Inthelastpart,thisarticlewillgiveproposalsofhowtoHMHrestructurechannelformaccordingtoitsowntraits.Keywords:ApplianceIndustry,MarketingChannel,ChainBusinessII---目录目录摘要..............

8、.................................................................................................................IAbstract.............................................................................................................................II目