家电制造企业网络分销渠道和传统分销渠道对比研究

时间：2025-07-10

院系名称：专业班级：学生姓名：学号：指导教师：教师职称：

题目: 家电制造企业网络分销渠道和传统分销渠道

摘要

家电制造行业是目前国内诸行业中竞争最激烈、市场化程度最高的行业之一，随着产品、价格、促销手段的同质化趋势越来越严重，渠道之争成为未来家电业竞争的焦点，而传统的分销渠道模式已远远不能满足企业营销的需要。

基于国内外对分销渠道的研究成果，本文主要对家电制造企业网络分销渠道和传统分销渠道的问题进行了研究。首先，本文综述了研究的背景、目的和意义，进而对分销渠道的概念内涵、组织形态进行了概括，并综述了网络分销渠道和传统分销渠道的相关理论；其次，对家电制造企业传统渠道的几种模式进行了对比分析，以及家电的网络分销渠道对传统分销渠道的冲击影响作了详细的研究，并进行了相关的案例分析；最后论述了整合家电制造企业分销渠道的新策略，在此基础上对设计家电制造企业新的分销渠道给出了建议。

通过本文的研究，得到以下主要结论：网络分销渠道会成为家电制造企业未来渠道竞争的焦点，但是传统的分销渠道也是家电分销不可缺少的一部分，协调平衡好这两方面的关系，坚守传统分销渠道，积极发展网络分销渠道，向分销新领域扩展，提高家电制造企业的综合市场竞争力。

关键词：家电制造企业网络分销渠道传统分销渠道

Title

Abstract

At present, household electrical appliance manufacturing industry is the most competitive, the highest market-oriented in various domestic industries. With the products, price, promotion means have become more and more serious, channel struggle is to become the next focus of the electronics competition. The traditional mode of distribution channels have been far from meeting the needs of corporate marketing.

Based on the research results of domestic and international distribution channels, the thesis will do a research on the network and traditional distribution channels of household electric appliances. First of all, this paper introduces the background to the research, the purpose and the significance, then makes a generalization to connotations of the concept of distribution channels, organizations form and reviews the theory of network distribution channels and traditional distribution channels. Second, we make a comparative analysis of models of traditional channels as well as the impact of household electric appliances distribution channels on traditional channels, then give the relevant case studies. Finally we tell the new strategy of the integration of electronics manufacturing enterprise distribution channels. Based on the design of new home appliances manufacturers, advice are proposed.

Through this research, we give the following conclusions: the network distribution channels will become the focus of household electrical appliance manufacturers in the future ,but the traditional distribution channel is also home appliances an integral part of distribution, coordination of good balance between these two areas, adhere to Traditional distribution channels, positive development of the network distribution channels, new areas to expand distribution, increase household electrical appliance manufacturing companies a combined market competitiveness.

Keywords household appliance manufacturers network distribution channels traditional distribution channels

1 引言.............................................................. 1

1.1 选题背景........................................................ 1

1.2 研究的目的和意义................................................ 1

1.3 文献综述........................................................ 2

1.4 研究的内容和方法................................................ 5

2 家电制造企业传统分销渠道研究...................................... 5

2.1 家电制造企业的传统分销渠道模式.................................. 5

2.2 传统分销渠道面对的威胁.......................................... 9

3 家电制造企业网络分销渠道研究..................................... 10

3.1 家电制造企业网络分销渠道体系的模式............................. 10

3.2 网络分销渠道对传统分销渠道的正面影响........................... 11