海尔家电的绿色营销问题与对策分析

海尔家电的绿色营销问题与对策分析摘要：时代更迭，经济繁荣。在上世纪后半期，关键借助更专业的家电公司推广销售。而到公元元年前后左右，家电连锁卖场应时尚潮流为之，时迄今日，家电连锁卖场仍是家电销售方式的主力方式。伴随着互联网的发展，新营销模式完全严重影响大众的消费观念，新零售的兴起，凭着更快捷、更具价格的优势的特征，令传统销售模式方式日渐式微。海尔家电需要解决传统零售营销渠道串货、同行业恶性竞争等诸多问题，就需要摆脱现阶段的分销渠道的束缚，把企业分销渠道调整至更为科学合理的渠道结构，才可以融入变幻莫测的大环境，企业才可以获得更好的发展趋势。文中根据4P概念，SWOT分析方法，STP基础理论等统计分析方法，科学研究提升海尔家电的分销渠道管理的办法，进而对海尔家电的分销渠道管理对策信息进行科学研究，研究现阶段海尔家电分销渠道造成问题缘故，并试着提升海尔家电的分销渠道管理对策，高效地融合海尔家电网络资源，改善目前存在的不足，提升竞争力，提高企业魅力，提升企业经济收益。关键词：分销渠道：市场营销：企业管理；海尔家电Analysis of the green marketingproblems and countermeasures of HaierHome appliancesAbstract:Times change and the economy takes off.In the middle and late last century,mainly relying on professional home appliance companies for sales.Around the millennium,home appliance chain stores should respond to the trend,and today,home appliance chainstores are still the mainstream model of home appliance sales model.With the popularity ofthe Internet,the new sales model has completely affected people's consumption habits.Therise of new retail,with the characteristics of more convenient and more price advantage,makes the traditional sales form gradually decline.In order to solve the problems of traditional retail sales channel and maliciouscompetition,Haier home appliances needs to break the shackles of the current distributionchannel and adjust the enterprise distribution channel into a more reasonable channel structure,so as to adapt to the rapidly changing market environment and the enterprise can get betterdevelopment.Through 4P theory,SWOT analysis,STP theory analysis method,study the optimizationof haier home appliances distribution channel management method,to study the content ofhaier home appliances distribution channel management strategy,explore the cause of theproblem,and try to optimize the distribution channel management strategy,effectivelyintegrate haier home appliance resources,improve the existing problems,improvecompetitiveness,enhance enterprise vitality,improve the enterprise economic benefits.Key words:Distribution channels;marketing;business management;Haier homeappliances目录第1章绪论…1.1研究的背景和意义.…1.1.1研究背景1.1.2研究的意义.…1.2文献综述…1.2.1国内研究1.2.2国外研究…21.3课题研究的方法与内容.21.3.1课题研究的方法…21.3.2课题研究的内容..2第2章相关理论基础，2.1分销渠道概述，.42.2分销渠道相关理论概念2.2.14P理论..42.2.2SWOT分析法..42.2.3PEST分析.…第3章海尔家电企业概况.63.1海尔家电企业概况...63.2海尔家电概况..6第4章海尔家电分销渠道的现状分析.74.1海尔家电宏观环境PEST分析74.1.1政治环境….74.1.2经济环境4.1.3社会环境.74.1.4技术环境。74.2海尔家电SWOT分析.84.2.1优势.84.2.2劣势.84.2.3机会.84.2.4威胁9第5章海尔家电分销渠道存在的问题及原因分析…105.1海尔家电分销渠道存在的问题.105.1.1分销渠道之间窜货严重.105.1.2分销渠道成员间恶性竞争.105.1.3分销渠道中人员管理松散…105.2分销渠道存在问题分析115.2.1分销渠道监管不力115.2.2分销渠道的层次比较复杂115.2.3分销渠道成员良莠不齐.12第6章完善海尔家电分销渠道的对策..136.1加强渠道中的日常管理136.2深化与分销商的战略合作…136.3规范分销渠道中成员的行为14第7章总结.16致谢…。.17参考文献….18