資源描述：
《s公司營銷渠道整合分析》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在應用文檔-天天文庫。
1、山東大學碩士學位論文ABSTRACTEconomicglobalizationisthecurrentthemeofthedevelopmentoftheworldeconomy，andglobalcompetitionisinevitable．AReraccessiontotheWorldTradeOrganization,Chinaasaserecomponentofworldmarketisaglobalenterprises’majorbattleground,especiallyinhouseholdelectricappliances，
2、multinationalgiantsinhouseholdelectricapplianceshaveaccesstotheChinesemarketanddomesticappliancemanufacturingenterprisesareengagedinafiercecompetitioninthemarket．Meanwhile，theemergingofnewlyrisingdomestic·-electronic·-appliancemarketingchannelsrepres即tedbyGuomeiandSuning,break
3、sChineseoriginalmarketingchannelpattern．TheChinesemarketingchannelsofhouseholdelectricapplianceindustryisundergoingmajorchanges．Moreattentionareprogressivelypaidtomarketingchannelsbyenterprises，andinter．-channelcompetitionhasbl℃omeincreasinglyfierce．Infaceofthefiercecompetitio
4、ninthemarket，therearesomanyproblemsfortraditionalmarketingchannelinhouseholdelectricappliancestosolve．Forexamplehowtoestablishaninstant-reactionmechanism,howtorealizethetransitionfromtraditionalproduct-orientedmarketingchanneltoacustomer-orientedmarketingnetwork,andhowtoreason
5、allyallotthelittleprofittomarketingmembers，etc．Inordertoresolvethedifficulties，thereintegrationinmarketingchannelsofdomisticappliancesisurgent．Inthemarketingsector,scholarsfromhomeandabroadhavemadegreatachievementsinthetheoryofmarketingchannels，whicharemainlyonstructure，relati
6、onships，aswellaStheeffectivenessofmarketingchannels．However，asfortheapplicationofmarketingchannelintegrationofhouseholdelectricappliances，thereareseldomstudy．Eveniftherearesome，thedocumentsarejustabouttherevolutionofitandfromtheviewpointof”game”，whichareinconsistentwithourpres
7、entsituationofdomesticelectricappliancemarket．Sobasedonawin—wincooperation,thispaperappliessomeresearchmethods，suchastheoreticalresearch,countermeasureresearch，3山東大學碩士學位論文andcomparativeresearch．BesidesitoffersScompanyreliablereferencebyathoroughanalysisofmarketingchanneltheory
8、,presentstatusofmarketingchannelsofsmallhouseholdelectricappl
