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我国家电业经过20多年的迅猛发展和市场竞争,家电企业间的竞争已经从产品转到企业品牌和销售渠道,家电营销渠道成了出奇制胜的关键因素。家电企业要想在市场竞争中取胜,就必须对传统营销渠道体系进行创新,实施渠道整合。本文阐述了我国家电产品营销渠道的弊端,并针对这些存在的问题,通过实现家电营销渠道的系统整合、综合性家电连锁、观念营销渠道策略由被动变主动、坚持渠道的多元化、拓展新型营销渠道为我国家电产品渠道建设提出了宝贵的意见。
After more than 20 years of rapid development and market competition in China’s home appliance industry, competition among home appliance companies has shifted from products to corporate brands and sales channels, and home appliance marketing channels have become a key factor in surprising success. In order to win the market competition, household appliance companies must innovate the traditional marketing channel system and implement channel integration. This article describes the drawbacks of China’s home appliance product marketing channels, and for these existing problems, through the realization of home appliance marketing channel system integration, comprehensive home appliance chain, concept marketing channel strategy from passive change initiative, adhere to the diversification of channels, expand new marketing Channels have provided valuable suggestions for the construction of home appliance channels in China.