案例名称:
The Reformation Process of Huitongda’s Circulation Channel Management Model
译名:
The Reformation Process of Huitongda’s Circulation Channel Management Model
案例作者:
Liu Xiangdong, Chen Chengzhang, Liu Yushi
作者单位:
Renmin University of China
案例企业:
Jiangsu HTD Network Co., Ltd.
中文关键词:
流通渠道;渠道管理;O2O;乡镇市场;汇通达
英文关键词:
Circulation Channel; Channel Management; O2O; Rural Market; Huitongda
中文摘要:
江苏汇通达网络有限公司是一家以家电批发业务起家,短短数年间发展成为服务乡镇零售终端——夫妻老婆店的乡镇O2O平台企业,它致力于让农村消费者享受与城市消费者一样的商品与服务,引领农村电商革命。本案例首先简单介绍了汇通达的概况,并介绍了汇通达所处的乡镇市场背景,紧接着描述了汇通达从初创期到转型期再到定位期的成长历程,这一历程也正是汇通达流通渠道管理模式的转变历程。通过此案例的教学,可以帮助学生了解乡镇家电市场的流通渠道结构特征,从汇通达流通渠道管理模式的转变过程中理解和掌握流通渠道管理的基本知识。
英文摘要:
Jiangsu Huitongda Network Co., Ltd. is an O2O enterprise providing services for the mom-and-pop stores in the villages and towns, which was transformed from a home appliance wholesaler. It is committed to providing the same goods and services for the rural consumers as provided for the consumers living in cities. This case first gives a brief overview of the Huitongda company, and introduces the background of the rural market, then describes the growth process of Huitongda which also reflects the reformation process of circulation channel management of the company. This case study would help the students to understand the characteristics of circulation channel structure in rural market. It would also help the students to understand the basic knowledge of circulation channel management through the reformation process of Huitongda.
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