格力公司营销渠道策略分析(毕业论文doc)

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1、长春公共关系学院毕业设计（论文）格力公司营销渠道策略分析姓名系别公共关系专业公共关系班级0916指导教师2011年11月24日精品格力空调分销渠道策略分析摘要本文通过对格力空调分销渠道的挑战分析、格力分销渠道模式现状分析及格力渠道模式相关成本分析，结合格力空调分销渠道实例，在对格力空调的分销渠道进行分析的同时提出了对格力空调分销渠道重构的建议，具体包括；继续保持生产厂家与经销大户的利益捆绑；维持高密度的渠道促销政策；扶持弱小的经销商；加强对销售终端的重视；拓宽分销渠道；完善分销渠道等策略的研究。

2、作为我国家电行业龙头企业的格力空调如何清楚地认识渠道的发展趋势和结构变化，并采取相应的措施适应或改变渠道，就成为格力分销渠道的核心问题。随着市场竞争的日趋激烈，市场分销渠道的成功与否将是企业经营成败的分水岭。希望通过对格力空调分销渠道的分析能对分销渠道理论的发展有所贡献，同时能为完善我国企业的分销渠道提供有益参考。关键词格力空调分销渠道渠道策略精品GreeAirConditonordistributionchannelstrategyanalysisAbstractBasedonthechall

3、engesofGreeairdistributionchannelanalysisdistributionchannelmodeGreeGreeChannelModelStatusandanalysisofassociatedcostscombinedwithexamplesofGreeair-conditioningdistributionchannelsGreeair-conditioningintheanalysisofdistributionchannelsGreeair-conditi

4、oningalsomadeonthereconstructionoftheproposeddistributionchannelsspecificallyincludingmanufacturersanddistributorstomaintaintheinterestsoflargebundlesmaintainahighdensityofchannelmarketingpolicysupportsmalldealersstrengthentheimportanceofsaleterminal

5、sexpanddistributionchannelsestablishchannelsofpowertheimplementationofquotpullquotstrategyimprovedistributionchannelsstrategy.AsaleadingChinesehomeapplianceindustryGreeair-conditioningbusinesstoclearlyunderstandthedevelopmenttrendandstructureofthecha

6、nnelchangesandtotakeappropriatemeasurestoadaptorchangechannelsdistributionchannelshasbecomethecoreofGree.Withtheincreasinglyfiercemarketcompetitionmarketdistributionchannelsthesuccessofthebusinesssuccessorfailurewillbeawatershed.Hopethatthroughtheana

7、lysisofdistributionchannelsGreeair-conditioningdistributionchannelscancontributetodevelopmentofthetheoryalsocanimprovethedistributionchannelsofChineseenterprisestoprovideausefulreference.KeywordsGreeAirConditioning；Distributionchannels；ChannelStrateg

8、y精品目录一、格力空调的概况.................................................1二、格力空调分销渠道的现状.........................................1（一）格力空调分销渠道发展过程.....................................2（二）目前格力空调分销渠道.........................................31.百货商场家电部..............