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在中国家电市场日趋成熟、产品日趋同质化、消费者购买更加理性化的今天,品牌提升、寻找销售通路的竞争优势已成为家电行业内竞争的聚焦点。而家电企业如何选择适合自己和市场的分销模式、如何对通路进行有效的控制和管理,发挥通路资源在产品分销上的巨大作用,更是当前营销工作的重中之重,这关系到企业现在乃至未来的生存和发展。本文以广东省广告公司市场研究营销咨询中心对中国家电(空调、冰箱)销
As China’s home appliance market matures, products become more homogeneous, and consumers purchase more rationalized, brand competition and the search for competitive advantages in sales channels have become the focus of competition in the home appliance industry. How does the home appliance company choose the distribution model that suits itself and the market, how to effectively control and manage the access, and exert the great role of access resources in product distribution, it is the most important part of the current marketing work, which concerns the company now And even the future survival and development. This article uses the Guangdong Provincial Advertising Company Market Research and Marketing Consultation Center to sell Chinese home appliances (air conditioners, refrigerators)