我国家具业营销渠道研究

河南科技大学硕士学位论文我国家具业营销渠道研究姓名：梁乐申请学位级别：硕士专业：企业管理指导教师：高百宁20080601IIISubject:ResearchonOurCountryFurnitureIndustryMarketingChannelSpecialty:EnterpriseManagementName:LiangLeSupervisor:GaoBainingABSTRACTThemarketingchannelisoneoftheimportantelementsofenterprisemarketingcombination,anditistheimportantmeanswhethertheenterprisecanachievetheoperationobjectivesandtheenterprise’svalue.TheChinesehouseholdfurnituremarketafterexperiencingtheprimitiveaccumulation,thepreliminarydevelopmenttothestageofdevelopmentbeingblocked,thehouseholdfurnitureenterpriseandthefurniturecirculationenterpriserealizethatiftheywanttosellmoreproducts,theyneedasalecircuitclingingmoretothemarketdevelopmentsituation,andrealizethatthemarketingchannelasakindofcrucialstrategicresourcesofenterpriseneedthegoodcultivationandthedevelopment.Thefurnitureenterprisealsopaymoreattentiontothemarketingchannel'sconstructionandmanagementgradually.First,thisarticlestudyfromthefurnitureindustrymarketingchannel’ssurvey,analyzetheuniversalquestioninthepresentfurnitureindustrymarketingchannel,andproposethecorrespondingdevelopingmeasures,throughwhichcansolvethesurfaceandthegeneralcharacterquestionofthefurnitureindustrymarketingchannel.Thenitisthemainquestionweshouldponderdeeplyonhowtopromotetheentiremarketingchannel'sabilityofsale,abilityofcarryingout,andtheabilityofdriving.So,hisarticlehasfurtherdiscussedthefurnitureindustrymarketingchannel'scontrolmanagement.Themarketingchannelcontrollingofthefurnitureenterpriseisquiteextensiveandlackofconsciousnessofthechannelcontrollingtoo.Therefore,theauthorproposedthefurnitureindustrymarketingchannel'scontrolflowaswellasthecontrolpolicyinthischapter.Onlythemarketingchannelhasbeencontrolledeffectively,themanagementmayoutputeffectivelytothechannelmember,whichisadvantageoustotherealizationoftheenterprisemarketinggoal,themarketingstrategy,andchannelstrategy.Anditcanalsoprovidethesafeguardfortheconstructionthechannelpowersystem.IIIFinally,theauthorconstructedfurnitureindustrymarketingchannelpowermodel.Alongwiththefurnitureenterprise'sgrowthandthescaleexpandinggradually,theoriginalenterprisedevelopment'spowerappearedtheinsufficiently,evenlostpowertocontinuetomakestronggreatly.Takingthechannelastheenterprisedevelopmentpower,theauthorhasconstructedthechannelpowersystemtakingthechannelpolicy,thepartnermarketing,thebrandmarketing,thechannelconformity,thechannelinnovationaswellasthechannelconflictasthepowersupply,introducedthepowersystemworkingpattern,andproposedtocontrolchannelpowersystemthroughthedrivingpowertactics.KEYWORDS:Furniture,Marketingchannel,Control,ChannelpowerDissertationType:AppliedResearch1111.11978132004273026210199511.082004103.538035003056002006200515//200//50//35//60012072021.21.2.1(1916)1954-1973[1]1965[2][3]1319691987[4]9019902001[5]1.2.2[6]2002200441.31.3.1154P1.3.2550015//50//1.3.361.41.4.11.4.21.4.311722822.12.1.1,[7]2.1.2[8]2.1.31002.1.492.1.52.1.62.2[9]2102.2.112.342.2.2114P3P4P3P2P112[10]3421212,52113[11]2[12]214[13][14]315[15][16]2.32.3.1“”[17]2162.3.220082.4[18]199985430219130031200581+N1+N171N1N1N1+N21831933.1,,[19][20-21][22][23]3.2203.3[24]3213.4[25]3-13-1Fig3-1Furnitureindustrymarketingchannelcontrolsupervisorflow223.53.5.1323[26][27][28]3.5.2AnneT.CoughlanAB[29]24[30]1ABBA1232[31]33253.5.3[32]3.5.412[33]32643.5.530%40%50%427415%[34]284.14-1Fig.4-1Furnitureindustrymarketingchannelpowersystemmodel4-1429[35]30[36]4.24.2.112344314.2.2123.324.5.64334.34-2Fig4-2Furnitureindustrymarketingchannelpowersystemworkingmodel4-24.44.4.1341[37]1[38]2[39]435342[40]4-14-1Tab4-1ThesalesvolumereturnstotheadvantageofHuahe0-50050-100502%100-2001003%200-3002004%3003004%36[41]314372CI34.4.2[42]381[43]2AnneT.CoughlanB2B34394[44]4.4.31[45]401414002[46]44134-3Fig.4-3Ourcountryfurnitureindustrychannelconformityflow4-31234424.4.41001[47]443214P[48]2——200240%50%20%30%444.4.520062007445[49]4.4.646[50]“”1[51]2344712[52]54855.11.2.34.5.2123495.3:123450[1][J]2006(6)127-128[2]Stern,LouisW.,Reve,Torger.DistributionChannelsasPoliticalEconomies:AFrameworkforComparativeAnalysis[J].JournalofMarketing,1980,(44):52-64[3][J]2003(8)64-68[4][J]2005(1)86-87[5][J]2008(4)11-12[6][M]200287[7][J]2005(11)109-111[8].[J]2005(12)64-65[9][EB/OL][10]2004[J]2005200572-73[11].[M]2007213-215[12]JenniferRowley.Justanotherchannel?Marketingcommunicationsine-business[J].MarketingIntelligence&Planning.2004,21(1):24-41[13][J]2006(2)38[14].[J]2007(9)116-118[15].-[J]2007(11)44-45[16].[M]2007150-186[17][EB/OL]www.fukesi.com.cn/new_view_html/2007.8.22[18][EB/OL]www.szfa.com/xhy_spec/2006.3.10[19].[J]199913(6)31[20][M]2004129-131[21][M]2000307-327[22][J]2006(3)52-5351[23][M]2004(11)328-334[24].[M].2004(10)141-144[25].[M].2004341-343[26].[M]2002(10)140[27][J]()2008(11)44[28][J]199913(6)31-33[29]T[M]62003166[30][J]2004(4)23[31][M]2004(10)137-138[32][J]2005(30)25-27[33][M]2004166-167[34][M]20051-19[35][EB/OL].[36].[M]2005166-170[37].[M]200741-43[38][EB/OL]www.emkt.com.cn/article/2992007.1.19[39][EB/OL]www