中国改革开放三十年，创造了诸多经济奇迹。中国的家电行业从小到大，由弱到强，借助中国经济的高速发展迅速成为全球家电行业的领导者。特别在中国加入WTO后，家用空调作为中国家电行业的典型代表，实现了全球化的研发、制造和市场扩展。激烈竞争的市场环境让家用空调成为了依靠市场竞争强势崛起的行业。在激烈的竞争环境中，美的家用空调独有的渠道模式虽然取得了不俗业绩，但是仍然面临着众多的威胁。行业产能过剩，竞争加剧，传统渠道和新兴渠道之间越来越尖锐的冲突，导致多年来美的家用空调赖以生存的渠道模式面临着崩塌的风险。能否借助目前相对稳定且强势的行业地位迅速实现转型，将成为决定未来美的家用空调渠道模式成败的关键。本文以...Many economic miracles were created during the thirty-year Reform and Opening-up of China. With the rapid advancement of Chinese economy, Chinese household electrical appliance industry has grown tremendously and quickly became a leader in the global market. As a typical representative of Chinese household electrical appliance industry, household air conditioner has realized the globalization of R...学位：工商管理硕士院系专业：管理学院_工商管理硕士(高级管理人员工商管理硕士)学号：X201415608
