摘要在全球家电产业快速发展的背景下，持续的技术创新和产业升级使中国变成了世界上最具潜力的市场。中国家电产业的发展不仅局限在市场经济下的价格战，技术奠定了品牌战略的基础，营销渠道战略保持了竞争优势并且成为利润最大化核心竞争力之一。80298

在本文中，通过理论与实际调查结合，并以海信电器为实例，对其现在的营销渠道中的问题做了合理的分析，然后寻求营销渠道方面的优化策略和营销渠道管理方法。在市场变化的基础上，海信电器应提供营销渠道扁平化、多元化的营销渠道模式，电子信息技术和现代物流技术的充分运用将会加强渠道成员之间的分工，优化管理，以得到最大利润。

本文目的是让家电企业能不断适应市场，采用相匹配的营销策略、加强维护渠道管理能力的水平、及时关注技术创新和消费者购买习惯变化、采用新的渠道资源去改善营销渠道的控制力、优化管理的能力，促进家电产业发展的效率和竞争力。

毕业论文关键词：营销渠道；家电企业；优化创新

Optimal Management of Marketing Channel of Hisense Electric Company

Abstract Against the backdrop of the rapid development of home appliance industry in the world, China through continuous technological innovation and industrial upgrading, became the most potential market in the world。 Development of China's home appliance industry is not just limited to the issue price war under the market economy, technology laid the foundation for brand strategy, channel strategy maintain competitive advantage and become the core competitiveness to maximize profits。 

In this paper, I give Hisense Electric in an example, do the appropriate analysis about Hisense Electric current marketing channels for the problem, then seek marketing channel points optimization strategy and marketing channel management。 I made Hisense Electric marketing channel optimization strategy and persified, flat marketing channels mode depending on the market。 Full use of modern logistics technology and modern electronic information technology to enhance the channel members of the pision of work, optimize the management, to get the maximum benefit。

This article aims to make household electrical appliance enterprises to constantly adjust marketing strategy and strengthen the channels of maintenance and management, and timely pay attention to technological innovation and the change of consumers’ buying habits, adjust strategies and methods corresponding to channel management, seize new channel resources to improve control of marketing channels and optimization management, promote the efficient and competitiveness。 

Keywords: Marketing channels；household electrical appliance enterprises；optimization and innovation

目录

0 引言 1

1 企业营销渠道优化的理论基础 2

1。1市场与营销 2

1。2营销渠道 3

2海信电器公司营销渠道现状分析 3

2。1企业简介 3

2。2营销渠道现状分析 4

2。3营销渠道面临的问题 8

3 海信电器公司营销渠道优化的途径 10

3。1营销渠道结构扁平化 10

3。2营销渠道成员管理 11

3。3分销渠道逆向模式 11

3。4关系营销渠道