家电企业自建渠道分析
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Marketing said, the outside world has been put under the charisma to the traditional mode of marketing model that it is backward. The supermarket chain is emerging and advanced home appliances. Dong Mingzhu, an enterprise or a circulation area, or, if not change with the changes in the market, It should be said that the traditional, backward, as long as it can be changed with the changes in the market itself, it is advanced. Cooperation with the dealers become the traditional mode, which is an advanced model of cooperation with hypermarkets, In fact this is not entirely true to the fixed division. Dong Mingzhu, marketing advanced or not, depends on the needs of consumers, by virtue of charisma electrical qualitative advantage, If the area and hypermarkets, short interest is substantial, but the charisma needed is a continuous electrical, long, not short-term. So charisma electrical choose the path of self-channels, but do not want their channels It hopes to manage the channels through their own efforts, to change the channel business thinking enable them to realize that the most important service to consumers. Seize this service to consumers, whether hypermarkets or small stores, the final winners. So marketing is not present will decide the outcome, the sustained development is the most important. The key to the concept is operating correctly.
Dong Mingzhu electric appliance supermarkets do not deny that the future development of a trend, but she said that she Looking at the world, All luxury goods, it is definitely its own boutique. Geli appliances sold is a quality, a quality of charisma to build a world-class brand appliances, precision manufacturing quality products, it must take a development path suited to its own. Geli center is a model and to adapt to changes in market demand and continue to develop and improve the model, So it is an advanced model.
Industrial spirit extended to channels
Geli electrical uphold their circulation enterprises to inculcate a culture of every aspect of the spirit of an industry advocate. Dong Mingzhu said that the industrial spirit of the rule is actually a willing spirit, which is not a speculation, not blindly quick results, only the pursuit of immediate benefit, but to consider the vision for the development of enterprises, businesses realize that Geli was not initiated by profit and profit-making businesses but not to make profits. We are operating in an industry, but also products sold after services in place. Speculation is often the greatest harm to the interests of consumers, distributors charisma to promote their lifetime do Geli air conditioners. Distribution options dealers since air conditioning is charisma, it should be insisted on for a long time. Geli not sell today, tomorrow selling other brands, or air conditioning harder to sell, sell washing machines and refrigerators.
But how to ensure that dealers in the spirit of this industry? Dong Mingzhu revealed that the first choice is to strictly abide by the dealers. If dealers to make money is to do something, people think it is not charisma electrical cooperative partnership; If dealers earn money is to work, then he is the target of charisma appliances to choose. Second is to ensure that dealers can make money.
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浙江理工大学经济管理学院本科毕业论文（设计）
Dong Mingzhu, Geli electrical purpose is not to set up several marketing companies to make money. but for all the dealers to make money. Now, Geli electrical increasingly standardized management of the company's sales. Sales company, in fact, has become a kind of charisma electrical extended to the secondary market management, consumers and dealers responsible for their acts, but also to fully recognize the charisma electrical enterprise culture.
Promoting innovation and progress
In 2005, sales exceeded 100 million electrical charisma to become a real world champion. Dong Mingzhu said that to achieve this goal is to support charisma electrical product quality and leading edge technology. electrical good after-sales service is not just because of charisma. She believed that after-sales service is an enterprise must take a responsibility and an obligation. Therefore, enterprises should focus on the products require no maintenance, which is a good product.
Dong Mingzhu said. Geli electrical \attract consumers to eyeball, but because of charisma and good technical quality electrical products in the 2006 require minimal maintenance. So before making such a promise.
In view of the current over-investment in some enterprises in the after-sales service. Consumer product manufacturers to buy back after receiving frequent calls harassment, said Dong Mingzhu, This is a quality of self-confidence in the performance of their products. Excessive investment is to increase after-sales service costs. For example, frequent contact consumers, the cost increase is the ultimate consumer expense. And after-sales service, the pre-sale of charisma and sales-oriented electrical service, it is strictly pre-sale product quality. sales to strictly control the quality of the installation. As a result, there is no worry about the consumer. But this does not mean that no after-sales service electrical charisma, charisma electrical established a nationwide network of services throughout urban and rural areas. return through regular and irregular activities, it is providing more value-added services such as maintenance advice. rather than repair services.
Create a world-class brands have core technology
Dong Mingzhu said that to become a world-class brand, it can be achieved not through massive advertising. And more is on its technological lead. Geli electrical own research and technology currently has more than 700 domestic and foreign patents. learned from the domestic air-conditioning and air-conditioning business to the core technology. In August 2005, the success of the airport charisma centrifugal large central air-conditioning. Refrigeration giants the Gome and Japan over the years to break the monopoly; after less than in March. The world's first ultra-low-temperature air conditioning in digital multiple birth charisma Group, surrounded by the Ministry of Construction as a \It is only six years by the Ministry of this award-winning scientific and technological achievements fully demonstrates the charisma of AC electrical technology has marched at the international forefront.
Dong Mingzhu, charisma and appliances because they do not meet, but the more, higher and more stringent requirements. I hope we will have a new breakthrough in more projects.
Author: Li Ge
Nationality :China Source: 2006-04-10 successful marketing
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家电企业自建渠道分析
“格力模式”不是传统模式
说到营销模式，外界一直把格力的销售模式划归到传统的模式，认为其是落后的，而新兴的家电连锁大卖场是先进的。董明珠表示，一个企业也好，一个流通领域也好，如果不能随市场的变化而变化，它就应该说是传统的、落后的，只要它能够随市场变化而改变自己，它就是先进的。跟经销商的合作就变成传统的模式，而跟大卖场合作就是先进的模式，实际上这种固定的划分是不完全正确的。董明珠认为，营销模式先进与否，关键取决于消费者需要什么，格力电器凭借质量优势，如果大面积和大卖场合作，短期利益显然是可观的，但格力电器需要的是持续的、长久的发展，不是短期的利益。所以格力电器选择自建渠道的道路，但并不是想自己来做渠道，而是希望通过自己的努力去管理渠道，去改变渠道的经营思想，使他们真正认识到为消费者服务才是最重要的。抓住为消费者服务这一点，无论是大卖场还是小卖场，最后都是赢家。所以营销模式并不是眼前就能决定胜负，企业的持续发展是最重要的，关键是经营的理念要正确。
董明珠并不否认家电大卖场是今后发展的一种趋势，但她表示，纵观世界，凡是高档的商品，绝对有自己的专卖店。格力电器卖的是一种品位，一种品质，格力电器要打造世界级的品牌，制造精质的产品，就必须走一条适合自己的发展道路。格力的销售模式是一种能够适应市场需求和变化而不断发展、完善的模式，所以它是先进的模式。
工业精神延伸至渠道
格力电器坚持把自己的企业文化灌输到产品流通的每一环节，倡导一种工业精神。董明珠说，工业精神实际上就是一种甘愿吃亏的精神，就是不要有投机心理，不能盲目地急功近利，只追求眼前的效益，而是要高瞻远瞩考虑企业的发展，让商家意识到，格力所倡导的不是惟利是图，商家可以赚钱但不能赚暴利。大家是在经营一项事业，产品卖出去以后还要服务到位。投机心理往往是对消费者利益最大的损害，格力倡导自己的经销商要一辈子都做格力空调。也就是既然经销商选择经销格力空调，就必须长期坚持下去。不能今天卖格力，明天卖其他品牌，或者空调不好卖，改卖洗衣机、冰箱。
但如何确保经销商的这种工业精神呢？董明珠透露，首先就是在经销商的选择上严格把关。如果经销商是为了赚钱去做一件事，格力电器认为这种人不是它的合作伙伴；而如果经销商是先做事再赚钱，那他就是格力电器要选择的对象。其次就是要确保经销商能赚钱。
董明珠表示，格力电器成立销售公司目的并不是为了几个人赚钱，而是为了所有的经销商能够赚钱。现在，格力电器对销售公司的管理越来越规范，销售公司实际上已经成为格力电器延伸到市场上的一种二级管理机构，其行为要对消费者和经销商负责，而且要绝对认同格力电器的企业文化。 创新服务推动行业进步 2005年，格力电器销量突破1000万台，成为名副其实的世界冠军。董明珠表示，支撑格力电器实现这一目标的是产品的质量和领先的技术优势，并不是仅仅因为格力电器的售后服务好。她认为，售后服务应该是一个企业必须承担的一种责任、一种义务，所以企业更应该注重的是产品不需要维修，那才是好产品。
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浙江理工大学经济管理学院本科毕业论文（设计）
董明珠说，格力电器提出“整机六年免费包修”不是为了炒作从而吸引消费者眼球，而是因为格力电器已经在产品质量和技术上做到了六年不需要维修，因此才做出这样的承诺。
针对目前某些企业在售后服务上过度投入、消费者把产品买回去以后频繁接到厂家来电骚扰的现象，董明珠表示，这是一种对自己产品质量不自信的表现。过度投入售后服务是要增加成本的。比如频繁致电消费者，本身是需要增加成本的，最终还是消费者买单。与售后服务相比，格力电器注重的是售前和售中的服务，也就是售前严把产品质量关，售中严格控制安装质量。这样一来，消费者也就没有后顾之忧了。但这并不意味着格力电器没有售后服务，格力电器在全国建立了遍及城乡的服务网点，并通过定期不定期的回访活动，更多的是为用户提供咨询保养等增值服务，而不仅仅是维修服务。
创世界级品牌要有核心技术
董明珠表示，要成为一个世界级的品牌，并不是靠大量投放广告就能够实现的，而更多的是靠技术领先。格力电器自主研发的技术目前拥有国内外专利700多项，并全面掌握了从家用空调到商用空调的核心技术。2005年8月，格力离心式大型中央空调成功下线，打破了美日制冷巨头多年来的技术垄断；时隔三月不到，世界第一台超低温数码多联空调又在格力集团诞生，并被国家建设部评为“国际领先”水平，这是六年来唯一被建设部授予此殊荣的科技成果，充分说明了格力电器的空调技术已经走在了国际前列。
董明珠指出，格力电器并没有因为这些而满足，而是提出了更多、更高、更苛刻的要求，希望能在更多的项目上有新的突破。
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家电企业自建渠道分析
浙江理工大学经济管理学院本科毕业论文（设计）任务书
张宏宇 同学（专业/班级： 03市场营销2班）
现下达毕业论文（设计）课题任务书，望能保质保量地认真完成。
论文（设计）名称 家电企业营销渠道模式分析 主要任务 与目标 1.学生应重视毕业论文（设计）工作，明确其目的与意义，提高自己的理论和表达能力。 2.虚心接受指导老师的指导和帮助。 3.独立按时完成毕业论文（设计）工作。 4.毕业论文（设计）必须答辩。 5.严格按照工作进程表进行毕业论文（设计），并最终完成不少于10000字的毕业论文（设计） 通过调查部分家电企业自建渠道的过程，在阅读大量的文献资料的基础上，结合营销渠道的理论，并进行实证分析，阐述我国家电企业自建渠道的成因与结果，并给出相应的对策，完成“家主要内容 电企业自建渠道分析”这[篇学位论文。 与基本要求 毕业论文要求确保在所学专业范围之内，与专业要求基本相符合，做到观点明确、论证深入、语言通畅、格式规范，有所创新。 首先重点阅读以下文献： （1）陈建芬. 供应商零售商对垒销售终端. 销售与市场, 2006,(3) ，第22—24页. （2）杨楠. 家电行业营销渠道的变革趋势. 企业活力, 2005, (9) ，主要参考资料 第45—49页. 及文献 （3）金焕民. 渠道变革的途径. 销售与市场, 2001, (2) ，第22—阅读任务 25页. （4）冯鹏义. 家电分销渠道的变革与销售渠道探讨. 经济问题,2003, (1)，第56—59页. 另外再阅读不少于20篇的中文文献和至少两篇10000字以上的英文材料文献。 30