经济欠发达地区基于物流的家电业多渠道营销模式

　　摘要:目前国内较为先进的家电经营模式主要由连锁经营及渠道代理两种—连锁经营，渠道代理。实施多渠道营销策略，建立物流核心竞争力，与大型连锁卖场实施差异化竞争，在竞争中得以生存发展，不失为经济欠发达地区家电业有效的经营模式。
　　关键词:家电业物流；多渠道营销模式；案例实证分析
　　中图分类号:F124.6 文献标识码:A
　　The Multi-channel Sales of Home Appliance Based on the Logistics in the Developing Area
　　Liu BenLiu Shengchun Zhang Yan
　　（Business School，Yunnan University of Finance and Economics ）
　　Abstract: The main operations models in the home appliance sales market are retailing chains and distributions agency. For the small local company in the developing ar