格力空调分销渠道的优化研究.doc

摘要:近年来我国空调行业随着科技与经济的不断发展得到了有效进步，而其中代表性的格力空调更是连续八年上榜美国《财富》杂志“中国上市公司100强”，能够取得这份成就，与其独创的分销渠道模式——“股份制区域性销售公司”是密不可分的，这种模式被权威经济学家称为“20世纪经济领域的全新营销模式”。格力分销渠道主要是在每个省选择几个经销大户，共同出资参股组建销售公司。该分销渠道模式在解决厂商之间的矛盾、跨区域窜货、价格控制、维护市场秩序等方面都具有一定效果。但是现如今的空调行业变化日益增多，本文通过分析法找出格力分销渠道模式中存在的一些问题，并对该模式进行多渠道协调、加强渠道监控等优化，以适应日益变化的市场环境。

关键词：空调市场；分销渠道；问题；优化

Abstract:In recent years, with the continuous development of technology and economy, China’s air conditioning industry has achieved effective progress. One representative of this industry is Gree Air Conditioner, which has been listed among "Top 100 Chinese listed companies" of the U.S. "Fortune" magazine for eight consecutive years. This great achievement is closely linked with its unique mode of distribution channel "joint-stock regional sales company" which is called by authoritative economists as the" new marketing model of the economic field in the 20th century”. Gree’s distribution channel is mainly to select several large distributors in each province and to set up sales companies with them in the form of joint stock .This distribution channel model has certain positive effects in solving the contradictions between vendors, cross-regional fleeing goods, price control, and maintenance of market order. However, today's air-conditioning industry is characterized by increasingly growing changes. In this paper, analysis was given so as to find some problems existing in Gree’s distribution channel mode, besides, a series of optimizations were carried out for this mode, such as multi-channel coordination, strengthening of channel monitoring, in order to adapt to the increasingly changing market environment.

Keywords: air conditioner market; distribution channels; problem; optimization

　　　　目前我国空调行业渠道管理的理念和操作正在随着市场的不断变化而发生着改变。格力的分销渠道中所出现的问题，从一定程度上对今后其他企业渠道的改革起到一定的借鉴作用。分销渠道的优化并非一朝一夕可以解决，我们必须顺应时代潮流，根据市场的变化作出相应调整，只有这样企业才能在激烈的市场竞争中立于不败之地。