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1、学号：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班级学生姓名成绩指导教师完成日期2016.02.01摘要营销适用于一切企业，首先体现在大企业，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
2、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，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 lar
3、ge enterprises during the period, they have abundant capital, 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
4、competition? The answer is to use limited 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, es
5、tablishing the standard 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
6、 to 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111.导入期112.成长期113.
7、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及原因分析16(一)渠道成本重，分销效率低16(二)渠道模式适应性差17(三)物流、信息管理水平低17(四)渠道资源配没有得到优化18四、改进西门子公司营销渠道的建议19（一）创新营销渠道策略191.建立更完善的奖惩制度192.危机公关做得差19结论20参考文献21致谢21绪论“渠道为王”是对营销渠道重要性的高度概括，营销渠道已经成为建立企业核
