The Research On Marketing Channel Reform Of Skyworth In The Age Of Internet+

This paper mainly engaged in SKYWORTH as the research object, using the relevant theories of marketing management, reference to domestic and foreign experience, combined with industry development status, the enterprise’s own situation, such as changes in the market environment, through comparative analysis, framework design and put forward specific measures of Internet plus home appliance enterprises in the era of marketing channel reform, for household electrical appliance enterprises to obtain scale and the benefits of sustainable coordinated development has important significance in Internet plus age. The questionnaire investigation and literature analysis, comparison and induction method and the field research method is the main research method, by theoretical analysis, questionnaire survey method, case analysis combining method of household electrical appliance industry marketing channel status, change the necessity and feasibility of analysis, and through on-the-spot investigation and comparison of induction and summarized the experience of beauty, music, the Department of understanding, etc. advanced 020 mode, and then design a marketing channels of household appliance enterprises change the concrete scheme and measure of, very theoretical and practical significance. The conclusion of this paper is: opportunities and challenges in the background, the future direction of the home appliance retail enterprises is based on its own brand, scale, service and other advantages, combine the traditional sales channels and e-commerce sales channels, 020 mode of integration of the development of the development of online and offline; home appliance retail business change to 020 models need to be fused resources, products, services, supply chain integration and information integration to strengthen the line, the implementation of product diversification strategy, to ensure the uniform price, uniform quality line, take the product experience three-dimensional, customer service, perfect distribution system integration, sharing, coordinated by resources, to achieve maximum benefit the implementation of specific measures; the change of marketing channels of household appliance enterprises, need to cooperate with the implementation of the adjustment of the organizational structure, improve the service system, marketing Create strategy and logistics system, the final breakthrough "product provider", realize the transition from simple product to trade business operations.