大连理工大学专业学位硕士学位论文
摘
要
随着我国家电产业发展日渐成熟，各家电品牌的分销网络布局已非常完善。而当
前传统的线下渠道受电商冲击利润不断下滑，消费者追求一站式选购的需求也已逐渐
体现，使得越来越多的家电选购行为出现在装修公司。作为家庭装修的流量入口，家
装渠道已成为家电代理商急需高效进入的新兴领域。本文以家装渠道为研究主题，以
RH公司作为研究对象，对其营销策略进行研究。
论文首先介绍家电代理商在现有主销渠道上遭遇的经营困境。基于对 RH 公司经
营数据的分析，阐述各主销渠道所面临的问题。然后论述 RH 公司家装渠道的发展现
状及存在的问题。对其竞争对手进行对比分析，并深入挖掘家装公司的合作需求和消
费者的选购需求。基于 SWOT分析方法，识别 OS机会优势战略是 RH公司的主要战
略，应借助发展机会，凭借品牌、品类、团队等自身优势，快速高效进入家装渠道。
结合 STP理论，选择新中产群体为目标客户，为其提供大牌品质、风格统一、选购轻
松的家电产品。再结合营销理论从 4P到 4R的特性，从前期准备的布展陈列、利益分
配、产品组合等策略，到中期联动的联合促销、联合推广、合作设计等策略，再到后
期的协同服务、共享档案、新品拓展等策略，制定一系列 RH 公司发展家装渠道的营
销策略组合。最后从健全培训机制、合作客户维护和完善合作机制三个方面构建策略
实施的保障措施。
希望这一营销策略能切实帮助 RH 公司解决家装渠道拓展中所遇到的问题，促使
公司更加健康、良性的高质量发展。同时希望相关研究结论可以为其他代理商拓展家
装渠道提供一定的参考和借鉴作用。
关键词：家电行业；家装渠道；营销策略
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RH公司家装渠道营销策略研究
RH Company Home Decoration Channel
Marketing Strategy Research
Abstract
With the development of China's household appliance industry becoming more and more
mature, the distribution network layout of various household appliance brands has been very
perfect. At present, the traditional offline channels are impacted by e-commerce, and the
profits are declining. Consumers' demand for one-stop shopping has been gradually reflected,
making more and more home appliance shopping behaviors appear in decoration companies.
As the flow entrance of home decoration, home decoration channel has become an emerging
field that home appliance agents urgently need to enter efficiently. This thesis takes home
decoration channel as the research theme and RH company as the research object to study its
marketing strategy.
Firstly, the thesis introduces the business difficulties encountered by home appliance
agents in the existing main marketing channels. Based on the analysis of the operating data of
RH company, this thesis expounds the problems faced by each main marketing channel. Then
it discusses the development status and existing problems of RH company's home decoration
channel. Make a comparative analysis of its competitors, and deeply tap the cooperation
needs of home decoration companies and the purchase needs of consumers. Based on the
SWOT analysis method, identifying OS opportunity advantage strategy is the main strategy of
RH company. It should quickly and efficiently enter the home decoration channel with the
help of development opportunities and its own advantages such as brand, category and team.
Combined with STP theory, select the new middle-class group as the target customers to
provide them with big brand quality, unified style and easy purchase of household appliances.
Combined with the characteristics of marketing theory from 4P to 4R, from the exhibition
arrangement, benefit distribution, product combination and other strategies prepared in the
early stage, to the joint promotion, joint promotion, cooperative design and other strategies
linked in the medium term, and then to the cooperative service, file sharing, new product
development and other strategies in the later stage, formulate a series of marketing strategy
combinations for RH company to develop home decoration channels. Finally, it constructs the
safeguard measures for the implementation of the strategy from three aspects: improving the
training mechanism, maintaining cooperative customers and improving the cooperation
mechanism.
It is hoped that this marketing strategy can effectively help RH company solve the
problems encountered in the expansion of home decoration channels and promote the
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大连理工大学专业学位硕士学位论文
company's more healthy and benign high-quality development. At the same time, I hope the
relevant research conclusions can provide some reference for other agents to expand home
decoration channels.
Key Words：Home appliance industry; Home decoration channel; marketing strategy
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