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目 录 摘要····················································································································II 内容来自论文无忧网 www.paper51.com ABSTRACT·······································································································III 内容来自www.paper51.com 引言······················································································································1 内容来自论文无忧网 www.paper51.com 一、营销渠道的相关理论综述········································································1 内容来自论文无忧网 www.paper51.com （一）国外学者的营销渠道理论············································································1 copyright paper51.com （二）国内学者的营销渠道理论····································································2 copyright paper51.com 二、海尔集团的营销渠道发展与现状·····························································2 内容来自论文无忧网 www.paper51.com
三、海尔集团现有营销渠道的不足之处·······················································6 内容来自www.paper51.com （一）渠道成员缺乏良好的合作········································································6 内容来自www.paper51.com （二）农村市场营销渠道的建立存在困难························································7 paper51.com （三）专卖店的功能没有得到充分发挥···························································8 http://www.paper51.com
（四）对大型家电连锁的过度依赖··································································9 内容来自www.paper51.com 四、原因分析····································································································9 内容来自论文无忧网 www.paper51.com （一）渠道分布不完善····················································································9 内容来自论文无忧网 www.paper51.com （二）渠道资源稀缺·························································································9 内容来自www.paper51.com
（三）渠道控制力不够···················································································10 内容来自www.paper51.com （四）渠道协调性不强···················································································10 paper51.com 五、海尔集团营销渠道策略的调整和完善·················································10 内容来自www.paper51.com （一）开展厂商与经销商渠道关系协调·······················································10 copyright paper51.com （二）进行渠道整合与优化··········································································11 copyright paper51.com （三）根据地区差异灵活选择销售主渠道····················································12 内容来自论文无忧网 www.paper51.com （四）构建与完善网络营销渠道···································································12 copyright paper51.com （五）渠道管理重心下移·············································································13 内容来自www.paper51.com 结语····················································································································14 http://www.paper51.com
参考文献············································································································15 内容来自www.paper51.com 致谢····················································································································16 copyright paper51.com
摘 要 内容来自论文无忧网 www.paper51.com 随着我国市场经济体制的建立和完善，激烈的市场竞争和强大的技术变革使得营销渠道变得愈加重要，越来越多的企业认识到营销渠道的重要性，并将营销渠道的建设提到战略的高度。建立强势的营销渠道是企业提高市场占有率、提升利润空间、方便客户和提升企业产品品牌的有利武器。本文以国内外有关渠道建设理论为基础，研究海尔集团的渠道变革与渠道建设，旨在为其他家电企业在营销渠道的建设过程提供有益的参考。 内容来自论文无忧网 www.paper51.com 关键词：营销渠道；策略；海尔集团 内容来自www.paper51.com
copyright paper51.com 海尔集团营销渠道策略分析 内容来自www.paper51.com
引 言 paper51.com 在我国，家电业是市场竞争最为充分的行业之一，市场在经过长期的品牌与价格竞争之后，各种家电产品在品牌知名度、产品技术、质量、价格、服务等方面同质化更趋明显，这些因素已不再成为消费者选购商品时的主要因素。能否提供采购便利、具有良好信誉以及产品售前、售中、售后的服务则成为影响消费者采购的重要因素。据国务院发展研究中心市场经济研究所的一项调查表明：各种销售渠道的效率差异日益明显，成为家电生产企业在市场营销中具有决定性影响因素。规模大、效益高、运作灵活、运营成本低的销售渠道，已经成为家电厂商的重要资源，成为其赢得市场的重要手段。因此，企业在开展营销工作时，不仅要重视产品的设计、调研、价格、促销、品牌建设等，还要加强销售网络的建设，提高渠道的创新和渠道整合上，控制销售终端，提高企业在市场上的竞争力。 paper51.com 随着全国性家电连锁的迅速崛起，连锁经营正在成为家电营销的主渠道。传统渠道迅速瓦解，新的渠道模式尚未形成，作为我国家电行业的龙头企业的海尔集团要清楚地认识到渠道的发展趋势和结构变化，并采取相应的措施适应，改变渠道运行模式，这成为海尔渠道建设的核心问题。 paper51.com
海尔集团的前身是濒临倒闭的青岛电冰箱总厂，1984年引进德国利渤海尔电冰箱生产线后，改组成立海尔集团公司。在不到16年的时间里创造了从无到有、从小到大、从弱到强、从国内到海外的卓著的业绩。在中国，海尔每年有1000万台各种家用电器进入人们的家庭；在海外，海尔产品已出口到世界160多个国家和地区，销售了400多万台海尔家电。 copyright paper51.com 一、营销渠道相关理论综述 paper51.com
（一）国外学者的营销渠道理论 copyright paper51.com
美国市场营销协会对于营销渠道的定义是：“企业内部和外部的代理商和经销商的组织机构，通过他们的运作，商品才能得以上市销售。” http://www.paper51.com 著名的市场营销学家斯特恩（Stern·L·W）对营销渠道所下的定义是：“营销渠道是促使产品或服务顺利流通到消费者手中，被消费或使用的一整套相互依存的组织。” 内容来自论文无忧网 www.paper51.com |