家电产品营销渠道分析——以s公司为例

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1、首都经济贸易大学博(硕)上学位论文《家电产品营销渠道研究》目录l绪论··································································11．1研究背景····························································11．2研究目的及意义······················································21．2．1研究目的·········································

2、················21．2．2研究意义·························································21．3研究思路及方法······················································32文献综述······························································42．1营销渠道理论························································42

3、．1．1营销渠道理论的概念···············································42．1．2营销渠道的功能、特点及作用········································52．24Ps营销理论························································62．2．14Ps营销理论概述··················································62．2．24Ps营销理论的意义·················

4、·······························62．3渠道纵向一体化理论··················································72．3．1渠道纵向一体化的理论基础·········································72．3．2渠道纵向一体化的程度·············································72．3．3渠道纵向一体化的成本与收益·······································83家电行业渠道模式分析

5、·················································103．1国外家电行业渠道···················································103．1．1日本家电产品的主要销售渠道······································103．1．2美国家电产品的主要销售渠道······································103．2国内家电行业渠道··········································

6、·········113．2．1我国家电行业渠道特点············································．113．2．23C渠道·························································．113．2．3专卖店自营渠道··················································133．2．4网络购物的迅猛增长··············································164S公司现有渠道分析······

7、··············································184．1S公司介绍·························································184．2传统家电流通渠道···················································194．3IT渠道·····························································204．4专卖店渠道···························

8、············