科龍冰箱營銷渠道管理研究.pdf

1、學(xué)校代碼10699分類號C93l密級學(xué)號03612662’餓蘺未圭；蕊少哮＼≤影N口RTHwEsT￡RNP口LYTEc二NIcALuNIvERg再Y碩士學(xué)位論文題目專業(yè)學(xué)位研究生科龍冰箱營銷渠道管理研究作者許志杰領(lǐng)域指導(dǎo)教師申請學(xué)位日期工商管理馬朝陽副教授2006年12月兩北r業(yè)大學(xué)MBA論文AbstractTherefrigeratorsindustryhasmadegreatprogressaftermorethantwentyye

2、arsrapidlydevelopmentHoweverthisindustrynOWisundergoingafiercecompetitionAtpresent，therefrigeratorindustryisoneofthemostmarketingorientedaswellasthemostmaturedindustriesOntheotherside，themanufacturessharethenearlysamebra

3、ndreputationandproducttechnologyqualitypriceandaftersaleserviceSOtheprofitisverylowforthemIntheearlyof1990’S，theselfowneddistributionnetworkssetupbythemanufacturerswerearenowfacingtheseriouschallengesfromnewsuperchainsto

4、resontheinterventionandcontrolcapacityOVerthedistributionchannelsThetraditionaldistributionmodehasbeenimpactedseverelyThecompetitionhasbecomethefocusRefrigeratormanufacturerswantingtosuccessesmakethedistributionchannelbe

5、comethekeycompetitionfactorintherefrigeratorsindustryDistributionChannelmanagementhasbeenconsideredasthemostdifficultthingsinthedistributionfields，SOinmyopinion，tostudythedistributionchannelisaveryinterestingtaskInthispa

6、pertheauthorintroducesthemaindistributionchannelmodesintheindustrythenanalysesthecurrentstatusofdistributionchannelofKELONgroup，andthenfindsouttheprobleminthedistributionchannel，finallymakessomesuggestionsforKELONtoimpro

7、vethedistributionchannelInthelastchapteroneofthebiggestappliancesmanufacturersHisensehasbecomethebiggeststockholdertoKELON，theauthorthinksthiswillbdngsomehugeeffectstoKELONAndtheauthorbehevesitwillbringsomenewchancesforK