长虹彩电销售渠道的竞合对乡镇终端市场的影响分析.doc

摘要:渠道又称为通路，是4P理论的一个重要组成部分，也是商品能否实现“惊险一跃”的关键环节之一。如果将整个产业视为一棵树，那么商品的销售渠道就是整棵大树的骨架。它起于生产者，终于消费者，连接了整个供销。

　　　渠道的重要性不言而喻。以前，长虹彩电在渠道上就吃了大亏，如“郑百文”事件；济南七商场拒售事件；海外渠道商APEX事件等。而学者对长虹彩电的研究，绝大部分停留在长虹鼎盛时期，近些年，长虹的发展放缓，国内学者的研究也相对减少。

　　　本论文先对渠道竞合相关理论进行回顾，再结合彩电市场的行业特点，并以长虹彩电为例，在分析了其渠道在乡镇终端市场的竞合，并希望通过分析的结果，来探讨其对农村终端市场的影响。

关键词：竞合  渠道  长虹彩电  终端市场

Abstract:Channel is also called pathway, is an important part of the 4P theory, is also a commodity can achieve "one of the key links in the thrilling leap". If the entire industry as a tree, then the commodity sales channels is the whole tree skeleton. It originated from producers to consumers, eventually, connecting the supply and marketing.

The importance of self-evident channel. Previously, Changhong color TV has suffered in the channels, such as "Zhengbaiwen" event; Ji'nan seven mall to sell events; overseas distributors APEX events. Study on Changhong color TV and scholars in recent years, most remain in the Changhong heyday, development slowed down, Changhong, domestic scholars have relatively less.

　　　This paper first reviewed the related theory of channel competition, combined with the color TV market characteristics of industries, and with the Changhong color TV as an example, fan out from point to area, find out some common aspects in concurrence and its analysis. Through the analysis of the results, and discusses its influence on rural terminal market.

Keywords：Competition and cooperation ；channel；Changhong color TV；Terminal market