目录第一部冰箱历史..............................................................3一、序言..................................................................3二、今日科龙..............................................................3三、冰箱行业“第一”成果..................................................3第二部基础知识篇........................................................4第一章冰箱行业基本知识..................................................4一、行业特点..........................................................4二、行业概况..........................................................5三、市场容量..........................................................6四、消费者需求趋势....................................................6五、现状及变化趋势....................................................7六、竞争格局演变......................................................7七、营销要素变化趋势..................................................8八、主要竞争对手简介.................................................11第二章行业渠道知识.....................................................18一、总论.............................................................18二、冰箱渠道的现状及特点.............................................19三、渠道协助与支持...................................................21四、冰箱渠道存在的突出问题及操作中的管理.............................23五、冰箱渠道掌控.....................................................30第三章冰箱（冷柜）基本知识.............................................34一、定义...........................................................34二、分类...........................................................34五、组成............................................................37六、制冷原理.........................................................37七、基本概念及技术要求...............................................38八、关于耗电量的政府标准.............................................38九、我公司冰箱、冷柜产品优势.........................................39第四章冰箱行业营销政策.................................................52一、销售政策介绍.....................................................52二、价格体系.........................................................52三、产品类别.........................................................52四、市场控制.........................................................53五、销售支持.........................................................53六、销售保障.........................................................53七、冰箱行业主要品牌厂家2003年营销政策..............................54第1页共88页第五章科龙产品服务政策.................................................56一、服务理念.........................................................56二、服务目标.........................................................57三、服务承诺.........................................................57四、服务政策.........................................................58第三部分管理规定及操作流程.................................................59第一章开单、发货管理规定...............................................59一、总原则：.........................................................59二、厂直发控制发货的规定.............................................59三、中转仓控制发货的规定.............................................62第二章退货管理规...
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