【正文】 家電產(chǎn)品營銷渠道策劃淺析 以新飛家電產(chǎn)品為例摘要：經(jīng)歷二十多年的發(fā)展，我國家電行業(yè)已經(jīng)從導(dǎo)入期、成長期，發(fā)展到了成熟期，生產(chǎn)規(guī)模不斷擴(kuò)大，品牌集中度不斷提高，已經(jīng)從價(jià)格競爭、廣告促銷競爭、品牌競爭，轉(zhuǎn)向了營銷渠道競爭,建立高效、敏捷的營銷渠道已經(jīng)成為家電企業(yè)新的利潤來源。本文主要以新飛集團(tuán)為例，針對我國家電營銷渠道存在的問題和我國家電行業(yè)未來的發(fā)展趨勢，對新飛集團(tuán)營銷渠道進(jìn)行了系統(tǒng)分析。通過分析新飛集團(tuán)的發(fā)展現(xiàn)狀及其渠道存在的問題，提出了新飛集團(tuán)營銷渠道優(yōu)化策略，并提出我國的家電企業(yè)應(yīng)根據(jù)其所在的不同市場實(shí)行相應(yīng)的多元化、扁平化的渠道模式，即以與家電連鎖企業(yè)結(jié)盟和直營零售的渠道模式為主，以傳統(tǒng)的區(qū)域代理制為輔，以網(wǎng)絡(luò)營銷為發(fā)展方向。加強(qiáng)渠道成員在分銷、物流和電子商務(wù)等方面的分工、協(xié)作與聯(lián)盟，建立垂直渠道系統(tǒng)和水平渠道系統(tǒng)，獲得專業(yè)化效益和規(guī)模效益。闡述了渠道重心下移、掌控終端、渠道扁平化的意義，建議我國家電企業(yè)充分應(yīng)用物流配送系統(tǒng)和分銷管理系統(tǒng)，使渠道成員之間信息通暢，建立敏捷配送鏈，力求在家電營銷渠道的框架內(nèi)提供較為實(shí)際的參考，以促進(jìn)家電市場的健康、持續(xù)發(fā)展，尋求提升我國家電企業(yè)營銷競爭力的途徑。關(guān)鍵詞：家電，新飛集團(tuán)，營銷渠道，扁平化II / 29Electrical appliances product marketing channelplanning analysedto Frestech electrical appliances product for exampleAbstract：The household appliance of our country have went through the period of introduction and the period of growing up and e to the period of maturity after it’s development for 20 years，with it’s expansion and brands concentration step by step，the petition in price and advertisement and promotion and brand have transfer to marketing channels．It has been the new profit resources for the household appliance enterprise to set up high efficiency and quickly response marketing channel. According to varied market in response of the present problem and future trend of newfly group, this paper choose Frestech as the case and analyzes the channel of household appliance of our country systematically. Through the analysis of the present situation and the development of the Frestech channel existing problems, I systematically analyze Frestech marketing and put forward Frestech to optimizing strategy of marketing marketing channels in home appliances. The paper points out that household appliance enterprises should practice many—faceted and short sale channel pattern，it should mainly practice the pattern of collaborating with chained household appliance business and the pattern of directly supply and distribution，plemented with the traditional pattern of regional agent and the future pattern of distribution by ，The channel member should ally and cooperate in distribution and logistics and e—business，set up upright and level channel system to acquire professional and largescale benefit．The paper also points out the importance of shortening sale channel and mastering the retailer terminal，and suggests that the household appliance enterprises practice logistics system and DRP (distribution resources plan) to municating smoothly with the channel member and set up agile supply chain．It aims to provide a more practical within the framework of the reference, and promoting the healthy development of home appliance market for ascension, home appliance enterprise marketing petition strength approach. Key words：household appliance，F(xiàn)restech ，marketing channels，pattern shorten 目 錄摘要 ........................................................................IAbstract ...................................................................II1 概述 .....................................................................1 問題背景與研究內(nèi)容 ....................................................1 家電行業(yè)的發(fā)展概況 ....................................................22 家電產(chǎn)品的營銷渠道建設(shè)發(fā)展概況 ...........................................3 營銷渠道的構(gòu)建理論 ....................................................3 營銷渠道的定義 ....................................................3 影響營銷渠道選擇的因素 ............................................3 營銷渠道的結(jié)構(gòu) ....................................................4 構(gòu)建營銷渠道的步驟 ................................................4 家電市場營銷渠道建設(shè)現(xiàn)狀 ..............................................5 家電行業(yè)的市場現(xiàn)狀 ................................................5 家電營銷渠道的演變 ................................................5 家電行業(yè)的營銷渠道模式及優(yōu)劣勢分析 ................................63 新飛家電營銷渠道現(xiàn)狀分析與策劃管理 .......................................8 新飛家電發(fā)展現(xiàn)狀 ......................................................8 新飛家電營銷渠道建設(shè)存在的問題 ........................................9 營銷渠道的透明度低 ................................................9 營銷渠道的適應(yīng)性不強(qiáng) ..............................................9 營銷渠道成員界限不明 ..............................................9 營銷渠道運(yùn)行效率低 ................................................9 營銷渠道的可控性不強(qiáng) ..............................................9 新飛家電營銷渠道的環(huán)境分析 ...........................................10 新飛家電的營銷渠道模式 ...........................................10 新飛家電競爭對手的營銷渠道分析 ...................................10 新飛家電營銷渠道的 SWOT 分析 ......................................11 新飛家電營銷渠道的策劃管理 ...........................................14 新飛家電營銷渠道的發(fā)展方向 .......................................14II / 29 新飛家電的營銷渠道策劃 ...........................................14 新飛家電的營銷渠道管理 ...........................................154 總結(jié) ....................................................................17參考文獻(xiàn) ...................................................................18附錄 .......................................................................19附錄 1： 英文原文 ..........................................................19附錄 2： 中文譯文 ..........................................................23 1 概述 問題背景與研究內(nèi)容 近幾年來，隨著全球經(jīng)濟(jì)一體化進(jìn)程的不斷加快，市場競爭越來越激烈，國內(nèi)家電市場趨于飽和，市場上表現(xiàn)出來的供求矛盾日顯突出。在家電領(lǐng)域，盡管各種媒介宣稱家電市場發(fā)展迅速，利潤空間大，發(fā)展前景誘人，但實(shí)際上家電的利潤空間在不斷下降，到了價(jià)格戰(zhàn)一觸即發(fā)的臨界狀況。這時(shí)家電營銷發(fā)展策略分析顯得極為重要，家電市場環(huán)境也隨各因素的變動而不斷變化。在這種背景下，中國的家電企業(yè)必須要適時(shí)改變家電營銷策略以及時(shí)應(yīng)對家電營銷渠道上存在的問題。舊的營銷渠道模式正在迅速瓦解，新的渠道模式還沒有形成，把握現(xiàn)有渠道的發(fā)展方向，并做出相應(yīng)的經(jīng)營策略調(diào)整，是每個家電廠商需要解決的問題之一 ［1］ 。家電行業(yè)是目前我國各行業(yè)中市場化程度最高、競爭最激烈的行業(yè)之一。我國家電業(yè)已經(jīng)由導(dǎo)入期、成長期而轉(zhuǎn)化為成熟期，相對于成長期，供需條件發(fā)生了變化，行業(yè)利潤率也不斷下降。激烈的競爭環(huán)境使得行業(yè)已重新洗牌，因而成為少數(shù)大家電企業(yè)的天下。作為我國市場化程度最高的行業(yè)之一，家電制造業(yè)已經(jīng)進(jìn)入了微利時(shí)代。在我國家電行業(yè)的分銷渠道管理中存在諸多問題，如同一地區(qū)的多家代理商基于庫存和客戶的壓力，進(jìn)行價(jià)格惡性競爭；經(jīng)銷商蓄意向轄區(qū)以外的市場傾銷產(chǎn)品，以獲得非正常的利潤，在我國市場上竄貨已演變成為惡性竄貨；渠道商的地位提高，缺乏雙贏觀念，憑借渠道資源優(yōu)勢向家電企業(yè)討價(jià)還價(jià)；上游企業(yè)對渠道成員的信任度和渠道成員對上游企業(yè)的忠誠度都在下降等。這就會導(dǎo)致渠道成員關(guān)系惡化，渠道沖突不斷，從而形成惡性循環(huán)，影響家電市場的健康發(fā)展，因此對于當(dāng)前的家電企業(yè)來說，選擇一個有效的渠道模式已經(jīng)是當(dāng)務(wù)之急，關(guān)系到家電企業(yè)未來的長遠(yuǎn)發(fā)展。行業(yè)的不同發(fā)展時(shí)期對于營銷渠道有著