摘要：在目前不断变化的市场变化下，家电商家的竞争越来越激烈，销售渠道成本越来越高，对零售终端的控制力度引起了家电行业的重视，公司倘若要实现经营目标，就不得不重新思考自身的销售渠道，重新建立自身的渠道体系，提高自身的渠道竞争能力。
本文的主要目的是通过在研究销售渠道设计、营销、企业管理等相关理论的基础上,根据我国家电市场发展特点、销售渠道的发展趋势，针对家电公司目前销售渠道的缺陷，结合企业的资源状况，改进企业的销售渠道设计，加强管理力度，从而提高企业的核心竞争力，在家电市场抢占更多的市场份额。并希望在销售渠道设计、管理等方面，为我国家电类企业提供一些参考性意见。
关键词：家电 销售渠道 渠道策略 竞争力
Abstract
Changes in the market is changing, competition in home appliance business is more and more intense, sales channel cost more and more high, control of the retail terminal caused by the home appliance industry attention, the company had to achieve business objectives, will have to rethink their own sales channels, to establish their own channel system, improve their own channel competitive ability.
The main purpose of this paper is based on design, marketing channel marketing, enterprise management and so on, according to the development trend of development, market of our country home appliance sales channels, aiming at the electrical appliances company at present sales channel, combining the resources of enterprises, improve sales channel design enterprises, strengthen management, thus enhance the core competitiveness of enterprises, to seize more market share in the home appliance market. And hope in the sales channel design and management, to provide some references for China’s household electrical appliance enterprises.
Key words : Appliance sales channel strategy competitiveness
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