直播销售对经销商业绩影响研究——以格力电器为例

Research on the Impact of Live Sales on Dealers’Performance--Taking Gree Electric Appliance as an Example

传统家电行业以终端零售店销售为主,然而在互联网浪潮下,线上销售的逐渐兴起,强烈地冲击着线下经销商。家电行业巨头格力与其经销商的合作销售模式,也从线下为主导的股份制区域性销售模式向线上直播销售模式转变。格力营销模式的变革引发了企业与经销商之间的矛盾。文中分析了直播销售对经销商业绩的影响,提出了平衡发展直播销售与经销商体系的对策建议。文中的研究不仅有利于企业与经销商之间实现利益共享、风险共担的发展目标,对格力继续保持行业领军地位也具有重要的现实意义。

The main form of the traditional home appliance industry is terminal retail store sales.However,under the impact of the Internet wave,online sales have gradually risen,and have strongly impacted offline dealers.The cooperative sales model of the home appliance industry giant Gree and its dealers has also begun to shift from a joint-stock regional sales model dominated by offline to an online live sales model.The reform of Gree’s marketing model has directly caused conflicts between enterprises and dealers.This article analyzes the impact of live sales on dealers’performance,and proposes countermeasures for the balanced development of live sales and the dealer system.The research in this article is not only conducive to the common development goal of benefit sharing and risk sharing between enterprises and dealers,but also has important practical significance for Gree to continue to maintain its leading position in the industry.