海爾集團(tuán)營銷渠道策略分析

工商管理論文編號:GS232  論文字?jǐn)?shù):10863,頁數(shù):13

 目 錄

一、緒論:  ……………………………………………………………………………1
二、家電業(yè)營銷渠道的現(xiàn)狀分析……………………………………………………1
 (一) .百貨商場家電部……………………………………………………………1
 (二).批發(fā)商………………………………………………………………………1
 (三).品牌專賣店…………………………………………………………………1
 (四).國外連鎖超市………………………………………………………………1
 (五).國內(nèi)家電連鎖………………………………………………………………2
 (六).自建營銷渠道………………………………………………………………2
三、海爾集團(tuán)營銷渠道的發(fā)展  ……………………………………………………2
 （一）海爾集團(tuán)營銷渠道的發(fā)展與現(xiàn)狀 ………………………………………………2
 （二）伙伴型( Partner) 關(guān)系營銷渠道的研究 …………………………………………3
 （三）海爾的發(fā)展經(jīng)歷了三個戰(zhàn)略階段 ………………………………………………3
四、海爾集團(tuán)營銷策略的調(diào)整和完善………………………………………………4
 （一）創(chuàng)新營銷觀念 …………………………………………………………………4
 （二）建立戰(zhàn)略聯(lián)盟 …………………………………………………………………5
 （三）構(gòu)建與完善網(wǎng)絡(luò)營銷渠道………………………………………………………5
 （四）控制渠道，增強(qiáng)對新型渠道的博弈能力…………………………………………6
五、總結(jié)………………………………………………………………………………7
六、致謝………………………………………………………………………………8
七、參考文獻(xiàn)…………………………………………………………………………9

摘 要:隨著全國性家電連鎖的迅速崛起并正在成為家電營銷的主渠道，傳統(tǒng)渠道迅速瓦解，新的渠道模式尚未形成，作為我國家電行業(yè)的龍頭企業(yè)的海爾集團(tuán)如何清楚地認(rèn)識渠道的發(fā)展趨勢和結(jié)構(gòu)變化，并采取相應(yīng)的措施適應(yīng)或改變渠道，就成為海爾渠道策略的核心問題。我想通過對家電業(yè)營銷渠道的現(xiàn)狀分析和海爾集團(tuán)營銷渠道的發(fā)展歷程研究，對海爾集團(tuán)營銷策略的調(diào)整和完善提出了建議，即:創(chuàng)新營銷觀念;建立戰(zhàn)略聯(lián)盟，解決制造商與零售商渠道沖突;構(gòu)建與完善網(wǎng)絡(luò)營銷渠道;控制渠道，增強(qiáng)對新型渠道的博弈能力。百貨商場經(jīng)營產(chǎn)品的種類較多，不同種類產(chǎn)品的淡旺季是不同的，在家電部需要資金的時候，可以從其它部門進(jìn)行資金的調(diào)撥。缺點為:經(jīng)營機(jī)制老化，遠(yuǎn)沒有形成顧客意識。專賣店缺點為:穩(wěn)定性較差。大部分專賣店資金來源于銀行貸款等渠道，資金不是很充足，供貨能力較低，一旦市場發(fā)生不利的變化，最早低價拋貨的可能性較大，從而使生產(chǎn)廠商處于不利的位置。缺點是:易受批發(fā)商左右，網(wǎng)絡(luò)畸形。當(dāng)批發(fā)商回款、銷售額較高時，在與廠商的談判過程中，會處于有利的地位。在發(fā)動價格戰(zhàn)方面，批發(fā)戶會比一般網(wǎng)點具有更大的沖動性，從而對現(xiàn)存的網(wǎng)絡(luò)造成沖擊。還有批發(fā)商終端控制力度較弱。由于批發(fā)商的素質(zhì)以及其對下屬網(wǎng)點的控制力度等方而的問題，往往比廠商業(yè)務(wù)人員進(jìn)行產(chǎn)品現(xiàn)場布置的效果要差的多。渠道建設(shè)成本很高且自建渠道與現(xiàn)有渠道存在著一定的渠道沖突，協(xié)調(diào)的難度加大。我從海爾集團(tuán)營銷渠道的發(fā)展歷程和家電業(yè)營銷渠道的現(xiàn)狀分析得出海爾集團(tuán)營銷策略的調(diào)整和完善海爾在發(fā)展培育營銷渠道時，不應(yīng)單純尋找合作伙伴，而且還要培育合作伙伴，包括對商業(yè)企業(yè)的組織、培訓(xùn)、指導(dǎo)、援助和監(jiān)督等等。從表面來看。這會增加海爾的營銷成本，但自己的營銷系統(tǒng)一旦建立并運(yùn)轉(zhuǎn)，營銷成本便會大大降低。流通系列化是現(xiàn)代流通的明顯特征，也是我國流通發(fā)展的必然趨勢。
關(guān)鍵詞  ：海爾集團(tuán)、渠道策略分析、調(diào)整完善

Abstract: Abstract: With the national chain of home appliances and the rapid rise of home appliances are becoming the main marketing channels, the rapid disintegration of traditional channels, the new channel model has not yet formed, as China's household electrical appliance industry to lead the Haier Group to clearly understand the development trend of channels And structural changes, and to take appropriate measures to adapt or change the channel, Haier has become the core issue of channel strategy。I think of household electric appliances industry through marketing channels and the status of the Haier Group marketing channels on the development of the Haier Group's marketing strategy adjustment and improvement made recommendations, namely: innovative marketing concept of a strategic alliance to address manufacturers and retailers Channel conflict; Construction and improve the network marketing channels; control channels, new channels to enhance the ability of the game. Department store operator product range more and different types of products are different from the short season, the Ministry of household appliances in need of funds, from other departments to allocate funds.
Drawback: the operating mechanisms of aging, is far from a customer awareness. Shop for the shortcomings: poor stability. Most shops funds from bank loans and other channels, the fund is not very adequate, low supply capacity, once the adverse changes in the market, the first low-cost Paohuo the possibility of larger, so that manufacturers in a disadvantageous position. Weaknesses: vulnerable to wholesalers around, the network deformity. When the back of the wholesalers, with sales higher, with manufacturers in the course of negotiations, will be in a good position. In launching a price war, the wholesale operators will have more outlets than the impulse, thereby resulting in the existing network impact.
Wholesalers also control the intensity of the weaker end. As wholesalers and the quality of its outlets under the control of intensity, but the problem often than the manufacturers of products business personnel at the scene arrangement to effect the poor more. The high cost of building channels and self-built channels and existing channels there is a certain degree of channel conflict, increasing the difficulty of coordination. I understand from the Haier Group marketing channels and the development of electronics industry marketing channel that the status of the Haier Group marketing strategy adjustment and improvement in the development of Haier nurture marketing channels, not simply looking for partners, but also to foster cooperation partners, including The organization of commercial enterprises, training, guidance, assistance and supervision. From the surface. This will increase Haier's marketing costs, but their marketing system, once established and operating, marketing costs will be greatly reduced. Circulation series is the obvious characteristics of modern circulation, circulation of China's development is an inevitable trend.
Key words: Haier Group, channel strategy analysis, adjustment and perfection