格力空调营销模式分析.ppt

analyzethedistributionchannelsofgreeairconditioning groupmembers 杨诗音 张培 夏子惠 张颖 袁榕泽 1 introducethebusinessbackground2 analyzetheenvironment3 thedevelopmenthistoryofgree4 summary thebusinessbackground since1991sincethefoundingofthecompany tightlyaroundthecoredevelopmentstrategyof specialization tothespiritof innovation and boutiquestrategy buildqualityenterprisemanufacturingqualityproducts thecreationofboutiquebrand topromotebusinessdevelopmentandgrowth integrity pragmatic businessphilosophytowinthemarketandreturntothecommunity sothatenterprisesinthefiercecompetitioninthehomeappliancemarketformanyyearstomaintainasteadyandhealthydevelopment andachievedgoodeconomicandsocialbenefits morethan10yearsofrapiddevelopment greeresultsarestriking fromanannualoutputoflessthan2millionunitshadnowell knownair conditionedsmallfactorybecametodayhasfourproductionbasesinzhuhai danyang chongqing brazil thenumberofemployeesannualproductioncapacityof18 000people homeairconditioningmorethan15millionunits commercialairconditioningwithanannualoutputvalueof50billionleadingmultinationalcompanies netassetsfromlessthan10millionyuanin1990 anincreaseof20billion anincreaseof200times since1995cumulativesalesofairconditioningmorethan4000millionunits sets thesales revenueofnearly70billionyuan morethan3billionyuanoftax sinceitslistingontheshenzhenstockexchangein1996 raisingatotalcapitalof720millionyuan butovertheyearsdividendstoshareholdersformorethan1 4billionyuan 2005homeairconditioningsalesexceeded10millionunits sets since1995 greeair conditioning 11consecutiveannualsalesrankfirstintheindustrymarketshare analyzetheenvironment withtherapiddevelopmentofchineseeconomyaswellastheimprovementofthelivingstandardsofchinesepeople air condition asakindofsiganificanthouseholdappliances isplayinganincreasinglyimportantroleinnationalecnomyandoursociallife sincethe21thcentury ourcountry sairconditioningindustryhasundergonesteadyandfastgrowth reformandopeningupdrivedomesticeconomyhighspeeddevelopment airconditioningproductsbythe luxury oflifealsograduallytransformedintodailylifesupplies greatlystimulatedthedevelopmentofthedomesticairconditioningindustry withairconditioningmarketmaturing consumersbegintoenhancebrandawareness brandconcentrationisraising industrialupgradingspeedupthepace chinaair conditioningindustrygraduallygrows since2006 theairconditioningindustryhasbeenbasicallygrowintoaperiodofsteadydevelopment china sairconditioningenterprises isnotonlydevelopinginquantityandscalebutalsowalkingdownthepathofindependentinnovationoftheintroductionofimitationonthetechnical intermsofhealth energyconservationinairconditioningfunctionandappearancedesign domesticenterprisesalsoimprovethetechnologylevelandproductqualitythroughintroduction digestion andabsorption chinahasgrownintoanimportantproductionbaseforresearchanddevelopmentofairconditioningindustryintheworld airconditioningmarketreflectsonthefollowingaspects 1 brandconcertrationandrationalconsumption2 after salesservicefortheconsumersstillattractpublicattention3 thefuturemarket spotentialishuge4 energyconcervationandhealthhavealsobecomemajorpurchasestandards 5 purchasechannelsarestillmultifarious thedevelopmentprocessofgreemarketingmode before1994 promotionstage1995 1996 largemodelstage1996 1998 standardizemarketinitialstage1998 2000 co brokestagesince2000 professionalagencystage thefirststage marketingstage marketbackground duringthisperiod theconsumers awarenessofbrandwasveryweak fortheordinarypeople airconditioningwasaluxurysothatthemainusersweresocialgroups agencies theminingindustryandover70 tertiaryindustry followedbytheunitsofscienceandeducation however industrieslikefinance insurance telecommunicationsandmeteorologyusedtheairconditioningsalittle atthesametime thesalesmarketwasveryirregular thebrandhasnotbeenestablishedinthemarketandthegreewaslackofsalesexperience inthiscontext greerelysmainlyonthesalesmen spersonalabilities usingthewayofmakingprofitsfromsaletostimulatetheenthusiasmofthestaffandcooperatingwiththebusinessesthroughthecredit problemone themarketingisimmature thebusinessesoftentakethestyleof deliverybeforepayment whichbrought triangulardebts andcountlesslawsuits solution toavoidthe triangulardebts salesmenheadedbydongmingzhuingreeadheretotheprincipleof paymentbeforedelivery problemtwo withthedevelopmentofthegree theinternalmanagementproblemsexposed especiallysalesinzhuhailookedabitconfusing thingssuchasdealerscan tgetthegoodstheywantedandpeoplecan tfindthebillsofladingwereoftenoccurred whichnotonlydisorderedthesalesmarket butalsohadanegativeimpactontheintegrityofgree thisseriouslyaffectedtheenterpriseefficiency solution letdongmingzhubecomethebusinessminister andafterherendeavor greehascompletelychangedthephenomenonofreceivables endofmarketingstages marketingstageendedattheendof1994 thefollowingconditionsarethemainfactorsleadingtotheendofthemarketingstage first themarketdemandgrewrapid thefamilypurchasedasteadyincreaseintheproportionoftheairconditioning sothechangesofmarketinggroupsleadedtotheendofthestage second theproductionofairconditioningsenlargedquickly themostimportantwasthatgreefocusmoreontheinnovationandthequalityhadreachedthetopofthedomesticairconditionings thenthebrandweregraduallyrecognizedbythedealersandtheusersofgreebecomemoreandmore thusatthistime greecannotonlyrelyonindividualsalesmentocapturethemarket theymustrelyonthebigbusinessestodevelopthenewmarkets thesecondstage thestageoflargemode themarketbackground atthattimechinaair conditioningindustryhasgenerallyusethe anti strategy theyear endmanufacturersdealersalesattheendoftheyearaccordingtothecompletion inaccordancewithpriorcommitmenttoreturnacertainprofit usuallybusinessmenpinmore thereturnofthe point forhigher gree sapproachs greeelectricalappliancesalesin1995yearlauncheditsfirstoff seasonrangli togetherwiththeoriginalannualantigreemarketingmodel logicalintolargestage effect greenewmarketingmodewhichmakesthebigdealershavelargerprofitspace andconfirmtheefforttopromotegreeairconditioningcanobtainmorerebate thereforethedevelopmenttheyareactivelydownlinedistributors largesalesnetworkresultsinaveryfastspeedexpansion andgreesalesnetworkalsocorrespondingestablishment sotwoyearslater greeair conditioningproductionandsalesquicklyrosefromeighthforthefirst theproblems firstly laterintheircooperation largetoomuchhopeonthesurpriseantiprofitandspontaneoustoconsumers theyoftenengageinabrutalwarinnonprofitmanagement evenlosemoneyinbusiness secondly somelargecultureleveruplater getgreedyandarrogant getdizzywithsuccess andposeadirectthreattotheinterestsofmanufacturers inordertorealizethedoubleprofit somepeopleblindlypursuetomarketshare eagerlydemandalowprice evenlowerthanthepurchasepricetoselltogreeair conditioning thusdoingaseriousinfringementoftheinterestsofmanymanufacturers foldtwoorthreedealersdissatisfaction asaresult mostofthesmallfamilywasnearlyclosed afewlargeriseabruptlyquicklyandbecome superlarge thentohis big toputpressureonmanufacturers conditions profit ifactionisnottaken greemarketnetworkandbrandreputationmaybedestroyedononeday thusgreemarketingmodetosoonputthirdstages theprimarystageofregulatingthemarket thethirdstage theprimarystageofregulatingthemarket facingthenegativeeffectsbroughtaboutbylargemode greemeasuresas bigdevelopment bigbalance bigdevelopment istocultivatelargefamily includingsupportingthoseweak smallandmedium sizedbutisveryloyaltothedealersgreeintolarge equilibrium large containstwomeanings oneisthedesignatedregionaloperation thenistocultivatemanybiginadistrict effect thisdistributionchannelhelpsalllevelsofdistributorsandmoderatecompetition profit butalsohelptomobilizetheenthusiasmofthemaindistributorsespeciallymaindistributor problems withthepassageoftime newcontradictionsthisadvancedmarketingmodecomebackagain exposeingsomeotherseriousproblems thesameregionofcoexistenceofmultiplelarge competefortwoorthreedealersandfriction entanglement theirmaincompetitionmethodsaremutuallycuanhuo prices thefinalgreeair conditioningsalessoaredanddealerprofittodropsubstantially orevenaloss theresultingjointagencymodel thefourthstage thejointproxymode combinedwithaso calledagencymodel alsoknownasregionalsalescompanymodel thecorecontentistoassetsasalink thebrandforthebanner aregionofbigtogether setupfranchisegreebrandsaleofjoint stockcompany responsibleforthelocalmarketdevelopment managementandservice thebenefitsofjointproxymode 1 largeinducedintereststiedtogether formthecommoninterestsofthecompany successfullystoppedbetweenthesameareaindifferentregionsoflargeandlargeanypossibleoutbreakofwar2 largesalesoftheoriginalnetworkisusedeffectively 3 salesofthecompanytothisbrandforinvestment becausethejointmodelmakessalescompanyhasgreeair conditioningfranchiserights suchsalescompany consciouslyorunconsciously inadvertising customerserviceservicebasedonthepersistentfight 4 salesofthecompanyistheonlylocalsourceofgoodsexportandpolicymakers aslongasyouworkhard thisonewillbethelong terminterestsoftheirown theregionalsalescompaniesandtriedhardtoexpandthenetwork includingsometwodealersabsorbforshareholders therighttotheuseofair conditioningsalesroserapidly problems 1 afewregionalsalescompaniesusegreeappliancestoits autonomous power intherushtoaccumulateunderthementaldominationcan tmakeareasonableprofit andmakethesalesinthefirstofthreethreedealersdonotgetareasonablereturn 2 aftertheindividualsetupearlierregionalsalescompanygetgreeappliancespolicysupport coupledwiththe moneywisely quicklyaccumulatedcapitalandreputation thericharenotsatisfiedunderafterabrand trytousegreeair conditioningbusinesstoearnthemoney theuseofgreehelpsetupsalesnetworkdistributionofrivalproducts thisphenomenon greehasadoptedaseriesofmeasures thecombinedwithphysicalmodeltomoveforwardtoanewstageofdevelopment professionalagentphasefromthesurface thefifthstage thestageofprofessionalagent professionalagent thismodelischaracterizedbythemanufacturertocapitalasthelink withthebrandtothedealeristiedtogether participatedirectlyintheterminalmarketdevelopment atthesametime thiskindofmarketingmodeintheabsenceofwillchangethetraditionalsaleschannelsituation greatlyreducingthemanufacturersconflict whichhasacertainuniversalsignificance jointagencymodelfocusedmoreonandthebighitassets focusedontheprotectionoftheinterestsofdealers professionalagentareturningtheirattentiontothemarketterminals theformeristhespecifichistoricalconditionsoftheextensivemanagement thelatterisintensiveandmeticulousfarmingonthemarketunderthenewhistoricalconditions nowadaysthedevelopmentoftheoverallsituationgreemarketingmode greebecomeanindependentschoolsharesbymanufacturersjointbusinesssalesmodelofcontinuousdevelopment thiskindofmodegreefromgenerationhasbeenfullofcontroversialandgaugecutting althoughitsunusuallystubbornandstrongtoliveverygood greevendorpoolmodelproducedinairconditioningforthechaosoftheindustryinthewarringstatesperiod thefirstjointindustryinwuhanlargepartnershipsetupjoint stockassociatedmerchandisingcorporation theinterestsofbothbrandandsalestiedtogethersuccessfullycrackedatthattime followthesamepatternofpricewar winningterminalidentification nowadaysgreehas7000storesthroughoutthecountry with sharesgreemanufacturersjointbusinesssalesmode for14consecutiveyearsinthesameindustryinthedomesticsalesofthefirst gree smarketingchannel gree sheadquarters gree sregionalagentsjoint stocksalesorganization chain shoppingmalls lotsofdeals wholesales retailandotherforms thousandsofstores conclusion gree sregionalsalescompanyisequivalenttothelevelofmanagementinstitution itisresponsibleformonitoringthelocalmarket standardizingthepricesystemandsupplychannels inaunifiedpricetothenextlevelproductswholesaledealer inadditiontothesupplyrelationshipwithheadquartersandobeyingheadquartersoutsidethemacroeconomicregulationandcontrol price service promotionis regionalautonomy manufacturersputtheirownadvantagesandbenefittogether finallybenefitthemanufacturers merchantsandconsumers terminalmarketisthesame with professionalagencymodel penetratingthemarket gree sregionalsalescompanyisdifferentfromforeignagentsystemmodel anditsbreakthroughinchinacan tformthegeneralenvironment outoftheswirlofpricecompetition uniqueandeffective implementdon tneedtohavethreeconditions noteasytobecopied brandwithastronglastingvitality manufacturerstrusteachother runthelocalbranddistributorofnomorethan5 toomuchdifficulttojoint thejointmustbe freelove not arrangedmarriage dealersmustadvocateabrand originalandgree sair conditioningsalesaccounted