家电企业分销变革与选择策略初探

随着家电产品的同质化日趋严重,传统分销渠道的弊端显露出来并接受着严峻的挑战,这就要求家电企业的分销渠道必须从分销渠道结构、渠道功能等方面进行改进和选择渠道模式.本文分析家电企业分销渠道的现状及其变革趋势,提出了分销渠道选择策略,最后对新科电子进行了实证分析.

Discussion on Distribution Channel Changes and Selection Strategies of Household Appliance Enterprises

With the homogeneity of household appliance becoming clear, traditional distribution channels oi household appliance emerge in many shortcomings and are challenged austerely, All of these require that the distribution channels of household appliance enterprises ameliorate and optimize some aspects like the distribution channels structure, the channels function and so on. The paper analyzes the actuality and change of the distribution channels of household appliance and proposes a selection strategy of distribution channels. Finally, it takes Shinco Electrics Corp. as an example to demonstrate the change and selection strategy of the distribution channels of household appliance.