【正文】 二、西門子（中國）有限公司的營銷渠道 （一）西門子公司簡介 西門子股份公司是全球領(lǐng)先的技術(shù)企業(yè)，創(chuàng)立于 1847 年，業(yè)務(wù)遍及全球200 多個(gè)國家，專注于電氣化、自動化和數(shù)字化領(lǐng)域。在技術(shù)方面，國內(nèi)家電企業(yè)已基本獲取了產(chǎn)品核心技術(shù)，因此我國的家電產(chǎn)業(yè)雖已處于與歐美家電產(chǎn)業(yè)競爭與抗衡的階段，但還沒有進(jìn)入在國際上領(lǐng)先與主導(dǎo)的階段，因?yàn)閲鴥?nèi)家電企業(yè)雖然產(chǎn)品出口量大，但自有品牌出口還不多，大部分還是采取 OEM(Original Equipment Manufacturer)的形式，如美的集團(tuán)目前自有品牌銷售僅占出口額的 25％，科龍為惠爾浦貼牌生產(chǎn) ，格蘭仕與 200 多國家簽訂了 OEM 協(xié)議，中國家電行業(yè)技術(shù)、品牌還未真正領(lǐng)先，國際化道路還剛剛開始。抽獎(jiǎng)、送贈品、買家電送電費(fèi)等促銷方式的競爭也異常激烈，同時(shí)，銷售渠道已經(jīng)成為各廠象競爭的關(guān)鍵，各廠家都在努力加強(qiáng)對渠道，特別是對零售終端的控制，渠道重心下移，并搭建區(qū)域銷售平臺，力求減少銷售環(huán)節(jié)和銷售費(fèi)用。 (2)在傳統(tǒng)營銷管理中，渠道的功能是彌 和廠家和顧客之間的缺口，在廠家與顧客之間傳遞信息，所以營銷渠道的主要職能是倉儲、運(yùn)輸、聯(lián)系、融資、談判等。更具其特性和規(guī)律，制定市場操作規(guī)范，完善運(yùn)營機(jī)制，本文以西門子（中國）有限公司為例，對其目前的營銷渠道發(fā)展?fàn)顩r進(jìn)行研究，分析了 西門子（中國）有限公司營銷渠道現(xiàn)狀和存在的問題。經(jīng)過二十多年的發(fā)展，我國家電產(chǎn)業(yè)區(qū)域相對比較集中，全國已經(jīng)形成了四大生產(chǎn)基地，一是珠江三角洲地區(qū)，如科龍、格力、 TCL、康佳、美的、格蘭仕；二是長江三角洲地區(qū)，如美菱、春蘭、新科、奧克斯、小天鵝，三是環(huán)渤海地區(qū)，如海爾、海信、澳柯瑪，四是江浙、廈門等東南沿海地區(qū)，如廈新、廈華。我國家電企業(yè)走向國際市場，一般有三種模式：第一種是通過貿(mào)易會、代理商的產(chǎn)品出口模式，以這種模式出口的產(chǎn)品單價(jià)低，附加值相應(yīng)也低，一般無自主品牌，多為貼牌生產(chǎn)，這種模式會遇到貿(mào)易壁壘和技術(shù)壁壘雙重障礙，家電企業(yè)要建立預(yù)警機(jī)制，聯(lián)合政府、企業(yè)、行業(yè)協(xié)會、海關(guān)、行會駐外機(jī)構(gòu)和國外進(jìn)口商會等，及時(shí)提供產(chǎn)品銷售和市場份額變化的信息，當(dāng)出現(xiàn)出口產(chǎn)品市場份額急劇增加時(shí)，應(yīng)迅速調(diào)整出口戰(zhàn)略，調(diào)整產(chǎn)品結(jié)構(gòu)，樹立品牌以應(yīng)對反傾銷。 二十世紀(jì)七十 — 八十年代，家電市場以進(jìn)口的國外品牌為主，民族家電企業(yè)才剛起步，主要通過引進(jìn)技術(shù)設(shè)備學(xué)習(xí)和模仿，家電市場嚴(yán)重供不應(yīng)求，屬典型的賣方市場，受計(jì)劃經(jīng)濟(jì)的影響，國內(nèi)家電的銷售渠道主要是國營百貨商場和五交化公司的各級批發(fā)、零售網(wǎng)點(diǎn)，這種渠道模式流通環(huán)節(jié)多，銷售渠道少，分銷能力十分有限，隨著我國經(jīng)濟(jì)體制逐漸由計(jì)劃經(jīng)濟(jì)向市場經(jīng)濟(jì)體制的轉(zhuǎn)變，這種 渠道模式日漸衰退。但西門子沒有公布其中國地區(qū)的凈利潤。 (3)直供家電連鎖 廠家 →專營連鎖店 →消費(fèi)者 其優(yōu)點(diǎn)是銷售網(wǎng)絡(luò)龐大，專業(yè)化銷售效率高，銷量大。西門子家電行業(yè)物流成本高成了導(dǎo)致營銷渠道成本高的主要因素，由于物流管理手段落后，家 電企業(yè)、代理商、經(jīng)銷商、分公司均擁有較大的安全庫存，庫存周轉(zhuǎn)率低，不僅倉儲成本高，而且嚴(yán)重影響家電企業(yè)的現(xiàn)金流；如果是傳統(tǒng)的多層次的營銷渠道，則整個(gè)渠道內(nèi)產(chǎn)品的重復(fù)運(yùn)輸現(xiàn)象十分嚴(yán)重，從廠家到代理商到批發(fā)商到零售商先后要經(jīng)歷多次搬運(yùn)：沒有利用物流信息系統(tǒng)和條形碼反饋信 息，準(zhǔn)確地了解分銷商、廠家?guī)齑媪亢驮谕具\(yùn)輸情況，訂貨提前期比較長。針對性消費(fèi)群體研發(fā)產(chǎn)品，并制定更合理的價(jià)格，更有利于西門子的傳播和發(fā)展。s plan contribution must meet certain minimum standards as to employee participation and vesting and employer funding. ERISA also approved the use of individual retirement accounts (IRAs) to encourage taxdeferred retirement savings by individuals. The Economic Recovery Tax Act of 1981 (ERTA) provided the largest tax cut up to that time, reducing the maximum individual rate from 70 percent to 50 percent (Pub. L. No. 9734, Aug. 13, 1981, 95 Stat. 172). The most sweeping tax changes since world war ii were enacted in the Tax Reform Act of 1986. This bill was signed into law by President ronald reagan and was designed to equalize the tax treatment of various assets, eliminate tax shelters, and lower marginal rates. Conservatives wanted the act to provide a single, low tax rate that could be applied to everyone. Although this single, flat rate was not included in the final bill, tax rates were reduced to 15 percent on the first $17,850 of ine for singles and $29,750 for married couples, and set at 28 to 33 percent on remaining ine. Many deductions were repealed, such as a deduction available to twoine married couples that had been used to avoid the marriage penalty (a greater tax liability incurred when two persons filed their ine tax return as a married couple rather than as individuals). Although the personal exemption exclusion was increased, an exemption for elderly and blind persons who itemize deductions was repealed. In addition, a special capital gains rate was repealed, as was an investment tax credit that had been introduced in 1962 by President john f. kennedy. The Omnibus Budget Reconciliation Act of 1993, the first budget and tax act enacted during the Clinton administration, was vigorously debated, and passed with only the minimum number of necessary votes. This law provided for ine tax rates of 15, 28, 31, 36, and percent on varying levels of ine and for the taxation of social security ine if the taxpayer receives other ine over a certain level. In 2021 Congress enacted a major ine tax cut at the urging of President gee w. bush. Over the course of 11 years the law reduces marginal ine tax rates across all levels of ine. The 36 percent rate will be lowered to 33 percent, the 31 percent rate to 28 percent, the 28 percent rate to 25 percent. In addition, a new bottom 10 percent rate was created. Since the early 1980s, a flatrate tax system rather than the graduated bracketed method has been proposed. (The graduated bracketed method is the one that has been used since graduated taxes were introduced: the percentage of tax differs based on the amount of taxable ine.) The flatrate system would impose one rate, such as 20 percent, on all ine and would eliminate special deductions, credits, and exclusions. Despite firm support by some, the flatrate tax has not been adopted in the United States. Regardless of the changes made by legislators since 1913, the basic formula for puting the amount of tax owed has remained basically the same. To determine the amount of ine tax owed, certain deductions are taken from an individual39。 培養(yǎng)專業(yè)的 危機(jī)公關(guān)，快速應(yīng)對緊急事件，積極承擔(dān)相應(yīng)責(zé)任，樹立正面形象，如果自己是對的，澄清事實(shí)，錯(cuò)的就道歉。 這種渠道模式要求有較強(qiáng)的營銷執(zhí)行力，且需要將現(xiàn)代電子信息技術(shù)和物流技術(shù)應(yīng)用到渠道建設(shè)中去，否則不僅不會降低渠道成本，反而會因?yàn)樽陨睚嫶蟮匿N售人員隊(duì)伍而增加渠道成本。 目前，很多家電企業(yè)在采用新的渠道模式的同時(shí)仍保留了這種渠道模式，如科龍的空調(diào)銷售渠道就是采取總代理 (大戶 )制、區(qū)域代理制、直營零售制三種模式交錯(cuò)使用。西門子已經(jīng)發(fā)展成為中國社會和經(jīng)濟(jì)不可分割的一部分，并竭誠與中國攜手合作，共同致力于實(shí)現(xiàn)可持續(xù)發(fā)展。隨著ＩＴ技術(shù)的發(fā)展，家庭已經(jīng)開始了快速的信息化，家庭內(nèi)幾乎所有的家電都結(jié)束了原來單一功能的孤立狀態(tài)，組成了家庭網(wǎng)絡(luò)，而家庭網(wǎng)絡(luò)則與國際互聯(lián)網(wǎng)相聯(lián)，信息家電融 3C(puter、 munication、mercial electronics)技術(shù)于一體，如利用手機(jī)或電腦可以在家或在外對家 用電器進(jìn)行控制。我國家電行業(yè)出現(xiàn)的過度競爭的局面，將會使我國家電企業(yè)沒有利潤來源投入到產(chǎn)品技術(shù)創(chuàng)新、產(chǎn)業(yè)升級中去，不利于我國家電企業(yè)在國際競爭 中創(chuàng)品牌形象，對提高我國家電產(chǎn)業(yè)的國際競爭力極為不利，損害了我國家電產(chǎn)業(yè)的健康、持續(xù)發(fā)展。 (4)充分利用現(xiàn)代物流技術(shù)和現(xiàn)代電子信息技術(shù)，加速營銷渠道物質(zhì)流、資金流、信息流，是實(shí)現(xiàn)渠道扁平化的關(guān)鍵。 學(xué)號： 1221203 本科生畢業(yè)論文（設(shè)計(jì)） （ 2021屆） 題目 西門子（中國）家電產(chǎn)品的營銷渠道研究 二級學(xué)院 北京工商大學(xué)嘉華學(xué)院 專業(yè) 班級 學(xué)生姓名 成績 指導(dǎo)教師 完成日期 摘 要 營銷適用于一切企業(yè)，首先體現(xiàn)在大企業(yè)，綜觀層出不窮的行業(yè)大戰(zhàn)，多位大企業(yè)充斥期間，它們資本雄厚，人才濟(jì)濟(jì)，市場經(jīng)驗(yàn)豐富，并占據(jù)了一定的市場份額，有爭奪更大的市場的先決條件。 (5)家電營銷渠道成員之間在分銷、物流配送、電子商務(wù)等方面加強(qiáng)分工、合作與聯(lián)盟，建立多種形式的垂直渠道系統(tǒng)和水平渠道系統(tǒng)，產(chǎn)生協(xié)同效應(yīng)，獲得專業(yè)效益和規(guī)?；б?。在如此激烈的市場競爭中，很多家電眾業(yè)走向多元化發(fā)展道路，向 lT、汽車、手機(jī)等行業(yè)發(fā)展，并大力開拓海外市場。近年 來市場上出現(xiàn)的信息化家電、數(shù)碼家電、智能化家電和雙