编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第PAGE35页共NUMPAGES35页第PAGE\*MERGEFORMAT35页共NUMPAGES\*MERGEFORMAT35页摘要创维集团有限公司是以香港创维数码控股有限公司为龙头，跨越粤港两地，生产消费类电子、网络及通讯产品的大型高科技上市公司。经过近二十年的奋斗，创维已成长为蜚声国际的中国家电巨子，2005财年集团年销售额达131亿元，出口额持续8年居全国领先行列，成功挺进世界彩电十大品牌之列，成为中国电子百强名列第15位的优秀企业。但随着经营产品种类的不断发展、客户的不断增多，公司在彩电产品渠道上暴露出诸如经销商满意度下降、销售增长停滞、销售费用居高不下等等问题，影响了公司的进一步发展。为了解决这些问题，本文从公司现状和存在的问题着手，通过分析公司现行营销渠道的优缺点，进而提出向关系营销渠道转变的建议，并详细制定关系营销渠道的合理化建议、方案，确保企业渠道销售的畅通、良好发展。关键词:营销渠道创维彩电渠道模式渠道策略AbstractTheSky-worthgrouplimitedcompany,whichiscreatestheSky-worthgroupnumericalcodegovernslimitedcompanytakeHongKongasthemainitem,surmountstheGuangdongporttwoplaces,theproductiveconsumptionclasselectron,thenetworkandcommunicationproductlarge-scalehightechnologyonthemarketthecompany.Afterthenearly20yearsstruggle,createstheSky-worthgrouptogrowintothecockroachsoundinternationalChinaelectricalappliancesgreatmaster,2,005wealthyearsgroupyearsalesvolumeamountsto13.1billionYuan,theexportamountcontinuesfor8yearstooccupythenationalleadingranks,thesuccesspushesonwardrowsoftheworldcolortelevisiontenbigbrands,becomestheChineseelectronhundredstronglytobethe15thoutstandingenterprise.Butalongwiththemanagementproducttypeunceasingdevelopment,thecustomerunceasinglyincreases,thecompanyexposessuchasthedealerdegreeofsatisfactiononthecolortelevisionproductchanneltodrop,thesalesgrowthstagnates,thesalesexpensestaysatahighlevelandsoonthequestion,hasaffectedcompany'sfurtherdevelopment.Inordertosolvetheseproblems,thisarticlebeginsfromthecompanypresentsituationandtheexistencequestion,throughtheanalysiscompanypresentmarketingchannelgoodandbadpoints,thenproposedtransformsthesuggestiontotherelationalmarketingchannel,andthedetailedformulationrelationsmarketingchannelrationalizationproposal,theplan,guaranteetheenterprisechanneltosell,thegooddevelopmentconditionKeywords:Themarketingchannel;theSky-worthcolortelevision;Channelpattern;channelstrategy目录摘要Abstract一、创维彩电渠道现状（一）创维公司简介创维渠道形成和发展1创维渠道形成背景2创维家电渠道网络的快速发