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1、华东理工大学毕业设计（论文）任务书课 题 创维家电营销渠道研究 2012年6月17日至 2012年11月12日 共 20周院 系 继续教育学院 专业班级 商务管理 学 号 541806270296 姓 名 潘界宏 指 导 教 师 2012年 6 月 17日课题来源 自选课题目的、意义家电行业是目前国内各个行业中竞争最激烈、市场化程度最高的行业之一。随着家电行业的快速发展，各生产企业无论在产品、价格，还是在促销手段方面，越来越呈现出同质化的趋势。然而从当前的市场环境看，营销渠道是家电企业发展的命脉。营销渠道呈现多元化发展态势，一些新兴渠道市场表现十分活跃，成为零售市场的生力军。本文就创维家电如何
2、做好营销渠道工作，通过宏观环境和企业战略分析，指出国内家电行业在营销渠道方面的问题，结合创维家电在渠道方面的优势与问题来进行系统的分析，深入探讨国内外家电行业的现状与发展趋势，从而提高企业的竞争力和战略伙伴关系的建立，能够使创维家电在日益激烈的家电市场中有更好的发展。要求理论联系实际，运用所学的知识，特别是营销渠道的基本理论和方法，按照提出问题分析问题解决问题的思路进行研究。课题主要内容及进度主要内容:1绪论；2家电行业营销渠道相关理论；3创维家电的营销渠道分析； 4创维家电在营销渠道中的问题分析； 5创维家电应对营销渠道中问题的对策；6结束语进程安排：第1周第4周 查阅文献，确定论文题目与写
3、作大纲；第5周第8周 撰写开题报告初稿，文献翻译；第9周第16周 修改开题报告，撰写论文初稿；第17周第20周 论文定稿，打印并递交，论文答辩。 摘要国内家电行业的发展将继续面临上游成本增加和下游流通企业的双重压力，面临严峻的出口形势，家电业的发展将更加依赖国内市场。随着节能、环保、智能和安全成为家电发展的主题，全球化竞争的加剧和高端产品的高盈利性迫使家电行业加大技术研发投入，自主创新将成为家电业发展的战略支撑点。家电企业想要在日益激烈的竞争市场中占有一席之地，首先要创建适合企业发展的营销渠道。创维营销渠道的创建，是基于家电行业的整体环境和创维自身所拥有的资源优势以及战略发展需要，目的是摆脱对
4、市场失控的危险，进而引导控制市场，把主动权掌握在自己手里，创维的营销渠道在创维的快速发展过程中发挥了巨大的作用。然而流通领域存在着大量的问题:传统国营商业销售主渠道日渐没落，而新兴的民营流通渠道在规模和营销上都处于弱势，这就使得创维不得不在建立营销渠道时考虑更加周到，从而大大延伸了渠道的功能与价值，赋予更多的营销内涵。当前我国整个社会分工体系还处于发育期，社会信用体系也有待完善。因此，研究渠道对于研究企业的竞争力是一个非常重要的内容。企业在信息收集、信用评价、市场研究和服务等方面往往要更多地依赖企业自身的力量，这就使得企业营销渠道的功能被大大强化。家电行业是国内竞争最为激烈、最为规范的行业之一
5、。随着家电业在我国的不断发展，家电营销发展策略分析显得极为重要，家电市场环境也随各因素的变动而不断变化。在这种背景下，国内的家电企业必须要适时改变家电营销的策略以及时应付在家电营销渠道上存在的问题。本文根据家电在国内市场近几年的发展，通过家电市场渠道营销的现状，提出家电市场在渠道营销上的对策的研究。以创维家电为例，以营销渠道的基本理论为基础，深入分析创维家电在渠道营销策略，同时运用企业战略分析法和宏观环境分析法对创维家电的渠道营销的内部和外部环境进行资源整合。最后，针对上述分析提出一些建议，一起对公司的发展起到相对作用，从而提升市场竞争力，并且采用理论联系实际的方法，通过大量的数据和实例来支撑
6、文中的论点。关键词： 营销渠道；家电营销；对策；创维家电AbstractThe development of the domestic home appliance industry will continue to be faced with the cost of upstream and downstream circulation enterprises increase the double pressure, facing severe export situation, the development of home appliances will be more depende
7、nt on the domestic market. With energy saving, environmental protection, intelligent and security become the theme of the development of home appliance, globalization competition intensifies and high-end product of high profitability force home appliance industry increase technology research and dev
8、elopment input, the independent innovation will become the home appliances development strategic point. Electrical appliances enterprise want to increasing competition in the market place, first of all to create suitable for the development of the enterprise marketing channel. Skyworth marketing cha
9、nnel to create, is based on the household electrical appliance industry overall environment and Skyworth own resources advantage and strategy development need, the purpose is to get rid of the risk of the market out of control, and guide control market, to grasp the initiative in their own hands, Sk
10、yworth marketing channels in the rapid development of Skyworth process played a huge role. However circulation field exist a lot of problems: the traditional state-owned commercial sales decline is main channel, and emerging private circulation channel in scale and marketing are weak, and it makes S
11、kyworth have to establish marketing channel for more thoughtful, thus greatly extend the channel function and value, which gives more marketing connotation. The current our country the whole social division of labor system is still in the developmental stages, social credit system also needs to be p
12、erfect.Therefore, the channel for research the competition ability of the enterprise is a very important content. Enterprise in the information collection, credit evaluation, market research and services tend to be more to rely on its own strength, this makes the enterprise marketing channel functio
13、n was greatly strengthen. Home appliance industry is the most intense domestic competition, the most standard is one of the industry. With the continuous development of home appliances in our country, home appliance marketing development strategy analysis is extremely important, home appliance marke
14、t environment also along with the change of factors that will continue to change. In this context, the domestic home appliance enterprise must timely change home appliance marketing strategies and marketing channel in home appliances when deal with the problem.According to the appliances in the dome
15、stic market in recent years of development, through the home appliance market channel marketing present situation, put forward the market of household appliances in the channel marketing countermeasures research. To Skyworth electrical appliances as an example, the basic theory of marketing channel as the foundation, deep analysis of Skyworth appliances in the channel marketing s
