家电渠道自营模式研究
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摘要
随着全球经济技术的发展，市场竞争日趋激烈。在营销组合的其它三个方面，产品、价格、促销都难以取得持续竞争优势的时候，营销渠道日益受到企业的关注成为其重点发展的战略之一。对于国内外家电行业来讲情况尤其如此。本文正是在这种背景下对家电业营销渠道战略中模式选择这一问题作了一些探讨。本文首先阐述了营销渠道在当今中国家电营销中愈来愈重要的地位，说明其研究的重要性和必要性，之后简单介绍国内外理论研究背景作为本文研究的理论依据。第二章先简单介绍了国外营销渠道有关情况，中国营销渠道的演变经历，主要以改革开放二十多年来的变化为主，然后详细介绍了中国家电渠道发展至今市场几种主要的模式，详细说明其优劣势引导出要讨论问题的背景。在第三章，首先提出了模式选择的问题：自营还是代理，作了较为详细的分析，指出在一定条件下，自营有利。接着在第四章里对自营模式下渠道管理的指导原则作了阐述，然后，就在这些原则指导下渠道管理的主要职能方面进行了分析说明。在分析说明时，以家电著名企业TCL为主要例子。最后，第五章就现在家电渠道中出现的新情况：电子商务和零售企业的崛起可能对营销渠道带来的影响作了简单分析。其中第二章是对中国家电渠道作一个概括式介绍，第三、四、五章是对其中模式问题做出有益探讨，是本文的主要内容。
本人在国内著名家电厂商销售公司工作多年，对国内家电渠道管理有较多实践经验，亲身经历并目睹同行及整个家电渠道几年来的变迁，对其中细节有较多感受，再加上这两年多在重庆大学工商管理学院对营销管理理论的系统学习，更是对这一切有了份理性的思考，希望从中找出内在规律，把握发展趋势，并把这些思考应用于自己管理的营销渠道之中。本文便是这些观察、思考、应用的总结。希望读者通过本文的介绍，对家电渠道有一个基本了解，清楚各种模式的选择所带来的利弊，并深刻理解家电自营模式下，渠道各职能的运作思路。当然，限于水平和经验不足，本文难免挂一漏万，提法也可能有失偏颇，希望得到读者指正。
With the development of global economic and technology, the market becomes more competitive. When it is hard to get sustained competitive advantage from products, price and promotion, the channels become more and more important to enterprise's marketing strategy, it is especial important for domestic and foreign industry of consumer electrical appliance. This thesis is going to study how to choose the model of the marketing channels on this background. First, we point out that the marketing channels is very important, it is not only an important part of the combination of marketing strategy, but also an effective means to deal with the changing environment, such as, the becoming stronger retail dealer, pressure to reduce the distribution cost, and the challenge of the promotion of technology. Second, thesis brief the present situation of the domestic of foreign industry of consumer electrical appliance, for the foreign, major on the whole channel situation, for the domestic, major on the contract analysis of
three models. And then, thesis focus on the following problems, the analysis and contract of agency and self-management, the principles of self-management, the functions of the channels under the self-management model.
I have worked in the sales company of a famous manufacture of consumer appliance for a several years. During these years I have experienced the changes of the marketing channels of industry of consumer appliance. After study in College of Economics and Business Administration Chongqing University for more than two years, I have thought about the industry and want to find the reason behind these changes and even use the consideration in the management of marketing channels. This article is a result of these experience and consideration. I hope that the readers could have a basic understood about the marketing channels of the industry of the consumer electrical appliance. It includes the advantages and disadvantages of different marketing channels, the functions of the channels under the self-management. Of course, limited by the knowledge and experience, there's must some faults in this thesis, which, I wish, could be pointed out and corrected by the readers.
本人在国内著名家电厂商销售公司工作多年，对国内家电渠道管理有较多实践经验，亲身经历并目睹同行及整个家电渠道几年来的变迁，对其中细节有较多感受，再加上这两年多在重庆大学工商管理学院对营销管理理论的系统学习，更是对这一切有了份理性的思考，希望从中找出内在规律，把握发展趋势，并把这些思考应用于自己管理的营销渠道之中。本文便是这些观察、思考、应用的总结。希望读者通过本文的介绍，对家电渠道有一个基本了解，清楚各种模式的选择所带来的利弊，并深刻理解家电自营模式下，渠道各职能的运作思路。当然，限于水平和经验不足，本文难免挂一漏万，提法也可能有失偏颇，希望得到读者指正。
With the development of global economic and technology, the market becomes more competitive. When it is hard to get sustained competitive advantage from products, price and promotion, the channels become more and more important to enterprise's marketing strategy, it is especial important for domestic and foreign industry of consumer electrical appliance. This thesis is going to study how to choose the model of the marketing channels on this background. First, we point out that the marketing channels is very important, it is not only an important part of the combination of marketing strategy, but also an effective means to deal with the changing environment, such as, the becoming stronger retail dealer, pressure to reduce the distribution cost, and the challenge of the promotion of technology. Second, thesis brief the present situation of the domestic of foreign industry of consumer electrical appliance, for the foreign, major on the whole channel situation, for the domestic, major on the contract analysis of
three models. And then, thesis focus on the following problems, the analysis and contract of agency and self-management, the principles of self-management, the functions of the channels under the self-management model.
I have worked in the sales company of a famous manufacture of consumer appliance for a several years. During these years I have experienced the changes of the marketing channels of industry of consumer appliance. After study in College of Economics and Business Administration Chongqing University for more than two years, I have thought about the industry and want to find the reason behind these changes and even use the consideration in the management of marketing channels. This article is a result of these experience and consideration. I hope that the readers could have a basic understood about the marketing channels of the industry of the consumer electrical appliance. It includes the advantages and disadvantages of different marketing channels, the functions of the channels under the self-management. Of course, limited by the knowledge and experience, there's must some faults in this thesis, which, I wish, could be pointed out and corrected by the readers.
引文
[1] 【美】菲利普·科特勒著，梅汝和，梅清豪,.张桁译．《营销管理》上海人民出版社出版2002．
[2] 【美】Louis w·Stem/Adel I·EL-Ansary/Anne T·Coughlan著，赵平，廖建军，孙燕军译．《市场营销渠道》清华大学出版社2001
[3] 马克态主编，《成功的分销渠道管理》，中国国际广播出版社，2003
[4] 徐蔚琴、谢国娥、曾自信编著，《营销渠道管理》，电子工业出版社，2002
[5] 吕一林等著，《营销网络战略》，广东经济出版社，1998
[6] [美]伯特·罗森布罗姆著，李乃和、奚俊芳等译，《营销渠道管理》，机械工业出版社，2003
[7] 许泽人，渠道创新与销售管理，深圳市麦肯特企业顾问有限公司，2002，6
[8] [美]H·克雷格·彼得森W·克里斯·刘易斯著，吴德庆译校。《管理经济学》，中国人民大学出版社，1998年
[9] [美]杰伊·巴尼著，孟卫东译，《获取并保持竞争优势》。重庆大学工商管理学院，2002年
[10] [美]斯蒂芬·哈格，梅芙·卡明斯，詹姆斯·道金斯著，严建援等译，《信息时代的管理信息系统》，机械工业出版社，2000年
[11] [美]斯蒂芬·P·罗宾斯著，孙建敏译。《组织行为学》中国人民大学出版社，1997年
[12] 郑维洁，我国家电销售业现状分析，中国营销传播网，2002．7
[13] 罗文杲，新经济时代的渠道策略，《销售与市场》，2001．2
[14] 黄钦，格力电器的销售模式及引发的思考，中国营销传播网，2002，8
[15] 【加拿大】罗吉．M．喜乐，【芬兰】皮亚．林德尔，【加拿大】伊德常，【天津】张玉利，构筑战略营销渠道，《销售与市场》，2000，8
[16] 冯鹏义，家电分销渠道变革与渠道管理策略，中国营销传播网，2003，6
[17] 广东省广告公司市场研究营销咨询中心 渠道模式与通路管控 《销售与市场》2000,12
[18] 米尔顿．科特勒，分销在中国，《中外管理》，2001，11
[19] 郭立新、胡志刚，中国家电流通业态的变迁、影响及其启示，中国营销传播网，2003，2
[20] 李翼，中国消费品分销渠道，《销售与市场》，2000，7
[21] 叶秉喜、庞亚辉，为海尔与TCL把脉，中国营销传播网，2003
[22] 刘步尘，家电销售渠道酝酿深度变革，中华工商时报，2003，4
[23] 郑维沾，周奇军，厂家自营销售网络的适应性之路——对TCL渠道变身的战略建议，
中国营销传播网，2002，11
[24] 斯剑、段元萍，直销?代理?走向销售联合体，《销售与市场》，2000，7
[25] 包政、程绍珊，深度营销中的渠道管理原则，讲课笔记
[26] 芮新国，渠道运筹十大误区，深圳市麦肯特企业顾问有限公司，2001，7
[27] James A. Nares and James C. Anderson, "Rethinking Distribution, " Harvard Business Review, July-August, 1996
[28] Robert A. Robicheaux and James E. Coleman, "The Structure of Marketing Channel Relationships, " Journal of the Academy of Marketing Science, Winter 1994
[29] Barton A. Weitz and Sandy D. Jap, "Relationship Marketing and Distribution Channels, " Journal of the Academy of Marketing Science, Fall 1995
[30] Bernard Wysocki Jr., "Improved Distribution, Not Better Production Is Key Goal in Mergers, " Wall Street Journal, August29, 1995
[31] Bert Rosen bloom and Diane Mollenkopf, "'Dominant Buyers': Are They Changing the Wholesaler' s Role in Marketing Channel? " Journal of Marketing Channels, Fall 1993
[32] Donald M. Jackson and Michael E d'Amico, "Products and Markets Served by Distributors and Agents, " lndustrial Marketing Management 18, February 1989
[33] Reva Berman Brown and Richard Herring, "The Role of the Manufacturer's Distributor, " Industrial Marketing Management24, October 1995
[34] James A. Nares and James C. Anderson, "Industrial Distributor Selling: The Roles of Outside and Inside Sales, " lndustrialMarketingManagementl5, 1986
[35] Peter F. Drucker, "The Economy's Power Shift, " Wall Street Journal, September24, 1992
[36] Bert Rosen bloom and Marc Dupuis, "Low Price, Low Cost, High Service: A New Paradigm for Global Retailing?" The International Review of Retail Distribution and Consumer Research, April 1994
[37] Michael J. Mandel, "Getting the Bugs Out, " Business Week, 1996
[38] Philip McVey, "Are Channels of Distribution What the Textbooks Say? Joumal of Marketing 1960
[39] Sandy Jap, 《Marketing Channels Readings》, Sloan School of Management at MIT, 1999
[2] 【美】Louis w·Stem/Adel I·EL-Ansary/Anne T·Coughlan著，赵平，廖建军，孙燕军译．《市场营销渠道》清华大学出版社2001
[3] 马克态主编，《成功的分销渠道管理》，中国国际广播出版社，2003
[4] 徐蔚琴、谢国娥、曾自信编著，《营销渠道管理》，电子工业出版社，2002
[5] 吕一林等著，《营销网络战略》，广东经济出版社，1998
[6] [美]伯特·罗森布罗姆著，李乃和、奚俊芳等译，《营销渠道管理》，机械工业出版社，2003
[7] 许泽人，渠道创新与销售管理，深圳市麦肯特企业顾问有限公司，2002，6
[8] [美]H·克雷格·彼得森W·克里斯·刘易斯著，吴德庆译校。《管理经济学》，中国人民大学出版社，1998年
[9] [美]杰伊·巴尼著，孟卫东译，《获取并保持竞争优势》。重庆大学工商管理学院，2002年
[10] [美]斯蒂芬·哈格，梅芙·卡明斯，詹姆斯·道金斯著，严建援等译，《信息时代的管理信息系统》，机械工业出版社，2000年
[11] [美]斯蒂芬·P·罗宾斯著，孙建敏译。《组织行为学》中国人民大学出版社，1997年
[12] 郑维洁，我国家电销售业现状分析，中国营销传播网，2002．7
[13] 罗文杲，新经济时代的渠道策略，《销售与市场》，2001．2
[14] 黄钦，格力电器的销售模式及引发的思考，中国营销传播网，2002，8
[15] 【加拿大】罗吉．M．喜乐，【芬兰】皮亚．林德尔，【加拿大】伊德常，【天津】张玉利，构筑战略营销渠道，《销售与市场》，2000，8
[16] 冯鹏义，家电分销渠道变革与渠道管理策略，中国营销传播网，2003，6
[17] 广东省广告公司市场研究营销咨询中心 渠道模式与通路管控 《销售与市场》2000,12
[18] 米尔顿．科特勒，分销在中国，《中外管理》，2001，11
[19] 郭立新、胡志刚，中国家电流通业态的变迁、影响及其启示，中国营销传播网，2003，2
[20] 李翼，中国消费品分销渠道，《销售与市场》，2000，7
[21] 叶秉喜、庞亚辉，为海尔与TCL把脉，中国营销传播网，2003
[22] 刘步尘，家电销售渠道酝酿深度变革，中华工商时报，2003，4
[23] 郑维沾，周奇军，厂家自营销售网络的适应性之路——对TCL渠道变身的战略建议，
中国营销传播网，2002，11
[24] 斯剑、段元萍，直销?代理?走向销售联合体，《销售与市场》，2000，7
[25] 包政、程绍珊，深度营销中的渠道管理原则，讲课笔记
[26] 芮新国，渠道运筹十大误区，深圳市麦肯特企业顾问有限公司，2001，7
[27] James A. Nares and James C. Anderson, "Rethinking Distribution, " Harvard Business Review, July-August, 1996
[28] Robert A. Robicheaux and James E. Coleman, "The Structure of Marketing Channel Relationships, " Journal of the Academy of Marketing Science, Winter 1994
[29] Barton A. Weitz and Sandy D. Jap, "Relationship Marketing and Distribution Channels, " Journal of the Academy of Marketing Science, Fall 1995
[30] Bernard Wysocki Jr., "Improved Distribution, Not Better Production Is Key Goal in Mergers, " Wall Street Journal, August29, 1995
[31] Bert Rosen bloom and Diane Mollenkopf, "'Dominant Buyers': Are They Changing the Wholesaler' s Role in Marketing Channel? " Journal of Marketing Channels, Fall 1993
[32] Donald M. Jackson and Michael E d'Amico, "Products and Markets Served by Distributors and Agents, " lndustrial Marketing Management 18, February 1989
[33] Reva Berman Brown and Richard Herring, "The Role of the Manufacturer's Distributor, " Industrial Marketing Management24, October 1995
[34] James A. Nares and James C. Anderson, "Industrial Distributor Selling: The Roles of Outside and Inside Sales, " lndustrialMarketingManagementl5, 1986
[35] Peter F. Drucker, "The Economy's Power Shift, " Wall Street Journal, September24, 1992
[36] Bert Rosen bloom and Marc Dupuis, "Low Price, Low Cost, High Service: A New Paradigm for Global Retailing?" The International Review of Retail Distribution and Consumer Research, April 1994
[37] Michael J. Mandel, "Getting the Bugs Out, " Business Week, 1996
[38] Philip McVey, "Are Channels of Distribution What the Textbooks Say? Joumal of Marketing 1960
[39] Sandy Jap, 《Marketing Channels Readings》, Sloan School of Management at MIT, 1999
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