s公司营销渠道整合分析

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1、山东大学硕士学位论文ABSTRACTEconomicglobalizationisthecurrentthemeofthedevelopmentoftheworldeconomy，andglobalcompetitionisinevitable．AReraccessiontotheWorldTradeOrganization,Chinaasaserecomponentofworldmarketisaglobalenterprises’majorbattleground,especiallyinhouseholdelectricappliances，

2、multinationalgiantsinhouseholdelectricapplianceshaveaccesstotheChinesemarketanddomesticappliancemanufacturingenterprisesareengagedinafiercecompetitioninthemarket．Meanwhile，theemergingofnewlyrisingdomestic·-electronic·-appliancemarketingchannelsrepres即tedbyGuomeiandSuning,break

3、sChineseoriginalmarketingchannelpattern．TheChinesemarketingchannelsofhouseholdelectricapplianceindustryisundergoingmajorchanges．Moreattentionareprogressivelypaidtomarketingchannelsbyenterprises，andinter．-channelcompetitionhasbl℃omeincreasinglyfierce．Infaceofthefiercecompetitio

4、ninthemarket，therearesomanyproblemsfortraditionalmarketingchannelinhouseholdelectricappliancestosolve．Forexamplehowtoestablishaninstant-reactionmechanism,howtorealizethetransitionfromtraditionalproduct-orientedmarketingchanneltoacustomer-orientedmarketingnetwork,andhowtoreason

5、allyallotthelittleprofittomarketingmembers，etc．Inordertoresolvethedifficulties，thereintegrationinmarketingchannelsofdomisticappliancesisurgent．Inthemarketingsector,scholarsfromhomeandabroadhavemadegreatachievementsinthetheoryofmarketingchannels，whicharemainlyonstructure，relati

6、onships，aswellaStheeffectivenessofmarketingchannels．However，asfortheapplicationofmarketingchannelintegrationofhouseholdelectricappliances，thereareseldomstudy．Eveniftherearesome，thedocumentsarejustabouttherevolutionofitandfromtheviewpointof”game”，whichareinconsistentwithourpres

7、entsituationofdomesticelectricappliancemarket．Sobasedonawin—wincooperation,thispaperappliessomeresearchmethods，suchastheoreticalresearch,countermeasureresearch，3山东大学硕士学位论文andcomparativeresearch．BesidesitoffersScompanyreliablereferencebyathoroughanalysisofmarketingchanneltheory

8、,presentstatusofmarketingchannelsofsmallhouseholdelectricappl