国美电器营销渠道策略创新研究)西北大学本科毕业论文题目：国美电器营销渠道策略创新研究学生姓名：王志论文编号：1XXXX年来，国美，苏宁，三联等大型家电连锁商场的崛起，更是让企业在渠道上力不从心。

国内不少家电企业都曾尝试降低自己对连锁卖场这一渠道的依赖，但是往往收效甚微。

家电生产企业亟需渠道改革。

本文将从营销渠道的基本理论着手，对目前国内外专家学者对渠道理论的阐述进行了总结，同时介绍了渠道的基本类型和国内主要的家电生产企业的渠道模式。

基于对国内多家家电生产企业营销人员和一些地区经销商的访谈.文章站在全局的高度，总结出了目前中国家电生产企业渠道中所存在的主要问题，并提出两种渠道创新的方法来解决目前渠道中存在的问题。

文章也建议家电生产企业能够将目光集中在新兴电子商务上，从而开辟新的渠道。

关键词：家电经销商；营销渠道；创新IAbstractGome Research Strategy Innovation ofmarketing channelsAbstractFor a long time, the core of the competition in the household appliance industry is price. But, with the development of the society, this market strategy is not in effect, what’s more, this strategy is easy to demolish brand. On the market, household appliances products tend to same, promotions are enhanced, and price wars continue, but household appliances manufacturers are still in trouble. Now the core of the competition has transferred to the channel. Channel is the steadiest gene in 4P.Most native household appliances manufacturers have pain in the channel problem, especially in the past several years ,for the growth of Gome, Sunning, and so on. They hope to decrease the dependence on the household appliances chain franchiser, but failed still. The channels of household appliances manufacturers need reform.This paper launches on the basic marketing channel theories, and summarize the newest views of experts in the world, both in China and abroad. While learning the processing of the world household appliances industry development, we choose Japan as a comparative object, because at that time, Japanese social, economic environment is similar with China today. The author also communicated with some market workers and franchiser to know the real matter of China household appliance industry.The paper finds out serious channel questions of the household appliance manufacturers, and considers the question from the whole views .We put forward three solutions to solve the questions of exiting channel questions and made channel innovative. The paper also gives suggestions to household appliance manufacturers to focus on e-commerce, such as B to C, so that create new market channel.Key words: Household dealers; Marketing channels; InnovationII目录目录1 绪论................................................................................................................ (1)1.1 选题背景与意义................................................................................................................ .............. 1 1.2 基本框架与内容安排................................................................................................................ .... 2 1.3 论文的研究方法................................................................................................................ .............. 2 2 营销渠道管理理论综述................................................................................................................ (3)2.1 营销渠道................................................................................................................ ............................ 3 2.2 创新与渠道创新................................................................................................................ .............. 7 3 国美电器市场营销环境分析................................................................................................................ (9)3.1 国美企业概况.................................................................................................................. ................. 9 3.2 国美二级市场竞争战略及营销组合...................................................................................... 13 4 国美电器现行营销渠道策略分析.. (17)4.1 国美电器现行营销渠道策略分析.......................................................................................... 17 4.2 国美电器现行营销渠道存在的问题分析............................................................................ 18 5 国美电器营销渠道创新................................................................................................................ .. (21)5.1 国美电器的SWOT分析................................................................................................................215.2 国美电器营销渠道创新.............................................................................................................23 5.3 国美家电营销渠道策略创新实施应注意的问题 (28)结束语................................................................................................................ ................................................ 33 参考文献................................................................................................................ ............................................ 34 致谢................................................................................................................ .. (35)1 绪论1.1 选题背景与意义本论文系自选题目。