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论文编号：	1741
作者编号：	2220070508
上传时间：	2009/6/28 10:32:12
中文题目：	家电行业渠道顾客满意度研究
英文题目：	The study of service chanel in
指导老师：	刘建华
中文关键字：	家电行业 渠道关系 渠道满意
英文关键字：	home appliance industrychann
中文摘要：	家电行业常常被认为是竞争最为激烈的行业之一。随着以国美，苏宁为代表的营销渠道的强势崛起，已不仅仅是各家电制造企业所生产产品的竞争，更是渠道营销的竞争。本文基于市场营销相关理论及本人近9年的家电制造企业的从业经历，对家电行业营销渠道的特点及发展趋势进行了回顾与介绍，对目前家电行业渠道合作存在的问题、对于本行业零售商与供应商的关系及营销渠道行为进行深入分析，进而提出适合我国家电行业采取的渠道顾客满意策略，以期为我国的家电制造企业在未来竞争中赢得竞争优势提供借鉴。 通常制造型企业需要面对两类客户，一是产品的最终用户，另一类是渠道客户，在已有的研究中对最终用户的满意度的研究较多，而对于渠道客户系统研究相对较少。渠道满意度策略在应对家电行业的渠道客户快速变化方面具有一定的实际意义。因而选择这一题目进行研究。 论文对于家电行业渠道的关系、行为，及未来的发展趋势进行了介绍，在对渠道满意度影响因素，渠道满意与渠道关系长期导向等的分析基础之上，提出了可供选择的渠道顾客满意营销模式及实施策略。 论文运用了Frazier提出的营销渠道中跨组织交换行为模型(the framework of interorganizational exchange behavior in marketing channel)理论对我国渠道成员行为及影响因素进行了分析。并通过渠道关系生命周期理论及渠道成员间相对权利理论的研究，在此基础上，结合渠道关系治理综合模型及关系营销理论，对于家电行业渠道顾客满意策略进行研究。 本文以跨组织纵向关系角度，以全球化竞争为背景，从当前家电行业渠道所面临的问题出发，提出可供我国家电制造企业选择的渠道顾客满意营销模式，希望能为家电制造企业渠道决策提供帮助。
英文摘要：	Home appliances industry is often considered to be one of the most intense competition industry. With the development of the Gome and Suning as the channel Customer, The competion for the manufacturing enterprises is not only the production , but also the marketing channels. In this paper, based on marketing theory and I worked in Siemens home appliances company nearly 9 years , intraducting and reviewing the characteristics and development of the channels, the home appliance industry face the channel problems, The relationship between the suppliers and marketing channels are analysised deeply, and then put forward for China's household electrical appliances industry to take the channel customer satisfaction strategy, with a view to China's home appliances manufacturers in the coming competition to win a competitive advantage for reference. Manufacturing enterprises usually have to face two types of customers, one is the person who use the product, and the other is the channel customer, the existing research on end-user satisfaction with the research more and system for channel customers are relatively less. Channel member satisfaction strategy in dealing with home appliance industry customers to quickly change channels with a certain degree of practical significance. Papers for the relationship between the home appliances industry channels, behavior, and future development trends, the satisfaction of the impact factor channel, channel satisfaction and channel relationships, such as long-term-oriented analysis based on the proposed choice of channel member satisfaction marketing model and implementation strategy. Frazier papers made use of marketing channels in the exchange of cross-organizational behavior model (the framework of interorganizational exchange behavior in marketing channel) theory on China's behavior and channel members to carry out an analysis of influencing factors. Relations through the life cycle theory of channels and channel members the right to the theory of comparative research, on this basis, combined with an integrated model of channel relationship management and relationship marketing theory, the household appliances industry strategy channel satisfaction research. In this paper, the relationship between the longitudinal cross-organizational perspective, against the backdrop of global competition, trade channels for home appliances from the current problems facing the departure, the available choice of China's household electrical appliance manufacturing enterprise marketing channel satisfaction model, provide some helps to channel decision-making for household appliance manufacturers .
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