中国家电制造企业渠道建设研究

针对中国家电制造企业渠道建设问题,阐述了四种主要的营销渠道:区域多家代理制、区域总代理制、大终端直销模式和控制渠道的自营模式,从渠道多元化、渠道整合和拓展新型营销渠道三方面提出了家电制造企业的营销渠道建设对策.并进一步分析了家电制造企业四种主要的物流渠道:自营物流为主,外包物流为辅;成立独立的物流子公司;与物流企业合资成立物流公司和以外包为主.在此基础上,从建立战略联盟,构筑柔性的物流渠道和配送共同化三方面提出了深化家电制造企业物流渠道的对策.

Research on Channel Building for China's Household Electrical appliances Enterprises

Facing the problem of Channel Building for China's household electrical appliances enterprises,four primary marketing channels are expatiated,including business on regional disperse agencies,business on regional exclusive agency,direct supplying mode of big terminals and self-support mode,and countermeasure of marketing channel building for China's household electrical appliances Enterprises are brought forward form three aspects of channel multiplicity,channel conformity and new channel widening.Moreover,f...