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1、院系名稱:專業(yè)班級:學生姓名:學號:指導教師:教師職稱:摘要家電下鄉(xiāng)是一項拉動農(nóng)村消費升級,提高農(nóng)牧民消費水平的強農(nóng)惠農(nóng)政策,也是一項促進消費,擴大內(nèi)需,保持國民經(jīng)濟平穩(wěn)較快發(fā)展的重大舉措。是一項農(nóng)民得實惠、企業(yè)得市場、政府得民心,有利于經(jīng)濟發(fā)展的利民、利企、利國的積極財政政策。其中家電行業(yè)渠道的購建以及優(yōu)化極其重要。這也是本文所研究的重點。本文在總結(jié)大量文獻的前提下,以家電下鄉(xiāng)銷售渠道的定義與結(jié)構(gòu)為基礎(chǔ),在了解農(nóng)村家電需求特征以及影響農(nóng)村家電銷售渠道因素的前提下??偨Y(jié)出家電下鄉(xiāng)銷售渠道的組合設(shè)計,并提出家電下鄉(xiāng)銷售渠道的優(yōu)化方案。通過本文的研究,得到以下主要結(jié)論:發(fā)展多元化分銷渠道
2、,從而實現(xiàn)市場覆蓋率的提高,渠道成本的降低,使其產(chǎn)品價格也隨之降低,能更好地滿足農(nóng)村市場的需求。本文認為家電下鄉(xiāng)的銷售模式應該以短與寬銷售渠道的構(gòu)建模式為主。關(guān)鍵詞:銷售渠道農(nóng)村市場家電下鄉(xiāng)Title"AppliancestotheCountryside''SalesChannelResearchAbstractAppliancestothecountrysideisastimulatingruralconsumptionupgrade,Raisetheconsumptionlevelofpeasantsstrongagriculturalpolicy,Isalsoapromotio
3、nofconsumption,expandingdomesticdemand,Tomaintainstableandrapideconomicdevelopmentofmajorinitiatives.Farmersisaverycost-effective,Enterpriseshavetomarket,TheGovernmentoftheheartsofthepeople,Conducivetoeconomicdevelopmentinfavorofthepeople,business-friendly,Conducivetotheactivefiscalpolicy?Which
4、channelstopurchasehouseholdappliancesaswellastheoptimizationisextremelyimportanttobuild.Thisisnotthefocusofthestudyasked.Attheconclusionofthispaper,thepremiseofalargenumberofdocuments,Appliancestothecountrysidetothedefinitionofsaleschannelsandstructure-based,Needstounderstandthecharacteristicso
5、fruralhouseholdappliancesaswellashouseholdappliancessaleschannelsinruralareasunderthepremiseofthefactors,Summedupthecountrysideappliancedesignacombinationofsaleschannels.Appliancestothecountrysideandtheoptimizationofsaleschannelsprogram?Throughthestudyofthisarticle,thefollowingmajorconclusions:
6、Thediversificationofdistributionchannels,Inordertoachieveimprovedmarketcoverage,Channelstoreducecoststoproductpricesalsoreducethe,Tobettermeettheneedsoftheruralmarket,Thisarticleholdsthatthesalespatternofhouseholdelectricalappliancestothecountrysideshouldbeshortandwidedistributionchannelstobuil
7、dthemainmodel.AppliancestoTheCountrysideKeywords:SalesChannelsTheRuralMarket目錄1引言11?1選題背景11?2研究的目的及意義11?3文獻綜述11.4研究內(nèi)容與方法32營銷渠道的定義及構(gòu)成要素32.1營銷渠道的定義32.2營銷渠道的結(jié)構(gòu)42.3營銷渠道的類型選擇53家電下鄉(xiāng)營銷渠道分析63.1農(nóng)村家電需求特征63.2影響農(nóng)村家電營銷渠道的因素74家電下鄉(xiāng)營銷渠道構(gòu)建84.1家電下鄉(xiāng)