家电企业销售渠道管理

家电企业销售渠道管理

摘要

本文以家电流通渠道领域的行业现状为线索，对家电企业在当今行业状态下如何对自身销售渠道进行有效管理展开论述，找出在管理中现存的问题和不足并予以分析和解决，最终探索出最为行之有效的管理方法和模式。

本文主要分为三大章节：

第一章是对行业现状的分析。10年间以国美、苏宁、永乐等大家电连锁为代表的新兴渠道迅速崛起，大有取代以经销代理制度为主的传统渠道之势。本文以近日格力与国美合作崩裂事件为切入点，提出自己的观点：新兴渠道目前只能在一级市场成为主导，二、三级市场仍是传统渠道的天下，并从新兴渠道模式的不成熟以及中国家电市场发展的地域性和不平衡性展开论证，同时为下文做好铺垫：在两种不同市场状况下，家电企业也要采取相应不同的渠道管理模式和方法。

第二章开篇就以上海作为一级市场的代表，分析了上海国美、苏宁、永乐等各大家电连锁分布情况，并紧密结合本人在家电企业的实际工作经验，提出自己观点：在一级市场当中，对销售渠道的管理其实就是对大家电连锁终端卖场的管理。在这一观点指导下，对家电企业现行的终端管理模式进行利弊分析，去其弊，择其利，提出更有效的终端管理模式——提高终端管理部门在企业中的地位，将其作为企业管理构架的重心，充分发挥其应有作用。

第三章对家电企业在二三级市场以传统渠道为主导的情况展开分析和研究，首先列举了几种主要的销售渠道管理模式——区域多家经销商制、区域总经销商制和直供分削模式的优势和劣势，提出自己观点：一种新的渠道模式（区域总经销商制和企业自建品牌专卖店相结合）将更适合与市场发展。这种模式下，可以通过经销商与企业品牌专卖店之间的竞争，使双方协同发展，进一步提供品牌占有率和销量。

最后对本文进行了小结。由于一级市场的战略地位优于二三级市场，企业相对较重视，得到的资源也较多，相对就比较健全和完备，只需在管理上更加细致和细分。但同时一级市场的竞争也非常激烈，市场趋于饱和，今后的竞争重点肯定会向二三级市场偏移。而大多数企业二三级市场的销售渠道建设并不完备，管理也不完善，这都需要进一步的加强，如此才能迎接将要到来的竞争和挑战。

关键字：渠道模式大家电连锁终端管理传统渠道总经销商制品牌专卖店

RESEARCH ON MANAGEMENT OF MARKETING CHANNEL FOR HOME

ELECTRONICS CORPORATIONS

ABSTRACTS

This research regards current situation of the circulation channel of the electrical home appliances as the clue, describing on how the home elecrtonics corporations to manage their marketing channel validly under nowadays trade state .Find out the extant problem in management ,analyse and solves them in my way.

This research divides into three major one break through with the rupture on Gree and Guomei recently, put forward my own view. The emerging channel at present only can become the leadership in the first level of markets. Second and third levels were still the under the control of traditional channel worlds. Do foreshadowing well for the ensuing chapters at the same time . To two different channels, the home elecrtonics corporations should take different channel management mode and method too.

Chapter two regard Shanghai as representatives of the primary market, put forward my view: In the primary market, the control over marketing channel is actually to manage the catenation terminal of home elecrtonics. Enterprises need to raise the status of the terminal administrative department, the composition gives play to their importance.

Whether analyse the second and the third situations of the markets , I find that: A new channel mode (combines with the general distributor of area makets and self-built brand monopolized shop of enterprises ) will be more suitable for the market development. Through the competition ,both sides develop in coordination.

Carried on the brief summary to this research finally. The primary channel is relatively sounder and more complete in construction, but the market tends towards the saturation. The point will focus on the second and the third management of most enterprise is incomplete . The need of further enhancement, that could meet the competition and challenge .

Key word: Channel mode, Electrical home appliances chain, Terminal management, Traditional channel ,The general distributor Brand monopolized shop