我国家电企业国际分销渠道模式研究

Research on International Distribution Channel Modes of China's Household Appliance Enterprises

目前我国家电企业开发国际市场主要采取代理商模式、自有渠道模式和与国际企业合作模式。然而随着我国家电企业国际化进程的不断深入,现有的国际分销渠道模式已暴露出渠道控制力弱、市场环境适应性差、运行成本过高、分销效率低下等问题。因此,我国家电企业必须改革现有模式,采取网上直销、扁平渠道和混合渠道等创新模式开拓海外市场。

At present, the main modes adopted in developing international market of China＇s household appliance enterprises are agent model, self-owned channel model and international enterprise cooperation model. However, with the deepening of China＇s household appliance enterprise internationalization, problems appear in current international distribution channels, such as the weak channel control, poor market environment adaptability, too high operating cost, low distribution efficiency, etc. So, the reform of the existing modes must be carried out in China＇shousehold appliance enterprises. This paper gives some counterm fiat channel and hybrid channel to open overseas market.