渠道视域的家具企业经销商管理策略

Furniture Enterprise Distributor Management from the Channel Perspective

为适应家行业由外销转化为内销的市场经济背景,更好分析家具渠道营销基本战略。通过对家具行业市场营销大背景及渠道营销背景研究两方面入手,争取达到高绩效与渠道控制二合一的营销目的,对家具企业经销商管理模式进行论述。通过案例列举说明对目前家具企业营销链进行结构剖析与关系说明,对围绕经销商展开的营销链中已存在的问题如经销商选择、培育等问题分条阐释分析,研究问题出现原因及导致的结果。在此之上进行视野拓展观察,列举出在家具企业经销商管理链中虽未导致后果但具有隐患的问题。并针对上述问题提出多行业多级别经销商部署战略、渠道结构角度多元化打破单一渠道链等策略模型。以期对家具企业产品的渠道营销渠道借鉴参考作用,推动家具企业产品经济发展。

In the context of the market economys transition from export-oriented to domestic-oriented in the furniture in‐dustry,it is necessary to better analyze the basic marketing strategy of furniture distribution channels.By examining the overall marketing background of the furniture industry and the specific context of channel marketing,this paper aims to achieve the dual objectives of high performance and channel control in the marketing of furniture enterprises.It then dis‐cusses the management mode of furniture enterprise distributors.Through case studies,the paper provides a structure analysis and explanation of the current marketing chain of furniture enterprises.It elaborates on the existing issues in the marketing chain centered around distributors,such as distributor selection and cultivation.The root causes and conse‐quences of these problems are also investigated.Furthermore,the paper expands its perspective to identify potential is‐sues in the furniture enterprise distributor management chain that,while not yet causing significant consequences,pose latent risks.Based on these findings,the paper proposes strategic modes,including multi-industry and multi-level dis‐tributor deployment,as well as diversifying the channel structure to break away from a single channel approach.The goal is to provide furniture enterprises with reference points for improving their product distribution channel marketing,thereby promoting the economic development of furniture enterprises.