文档介绍：毕业论文
题目东方雨虹营销渠道构建研究
学院管理学院
专业市场营销
班级营销0702
学生
学号
指导教师
二〇一一年六月五日
摘要
营销渠道是营销策略中的一个很重要的因素,为了获得持久的竞争优势,公司越来越重视渠道的建设,它弥补了生产者与消费者之间的时间、地点和所有权缺口。优秀企业把构建营销渠道视为企业开拓和占领市场的关键。营销渠道是企业的无形资产,而营销渠道的构建是企业面临的最重要的决策之一。
本文以调查研究法、文献归纳法为主要研究方法,运用市场营销学和市场调查与预测学的知识,特别是市场营销学的基本理论和方法,研究了东方雨虹的渠道构建状况,发现其渠道方面存在一些问题:营销系统缺少专业渠道成员,南方市场的营销渠道的覆盖率低,渠道职能交叉并且存在窜货问题。针对这些问题,本文提出了相应的解决对策,即选择专业渠道成员, 建设适合南方市场的营销渠道, 明确各渠道职能,并建立解决窜货问题的机制。最终目的就是提高企业绩效。
关键词:营销渠道;竞争优势;渠道构建;东方雨虹;企业绩效
ABSTRACT
Marketing channel is a very important factor of marketing strategy, in order to obtain petitive advantage, panies pay more and more attention to channel construction, it makes up between producers and consumers of time, place and ownership gap. Excellent enterprises regard constructing marketing channel as enterprise development and the key to occupy the market. Marketing channel is the intangible asset of an enterprise, and the construction of enterprise marketing channel is the most important decision facing one.
Based on the survey method, the literature induction as the main research method, using marketing and market survey and predict learned knowledge, especially the market marketing of basic theory and methods of constructing the east rainbow channels in the channel, and found that there exist some problems: marketing system, lack of professional channel members south of market marketing channel coverage of the low, channel overlapping functions and existing problems and there goods. To solve these problems, this paper puts forward the corresponding solutions, namely select professional channel members for the south of market construction, marketing channel, clear channel function, and establish the mechanism for solving the problems. The final purpose is to improve the enterprise performance.
Key words: marketing channel; competitive edge; channel construction; Dongfang Yuhong; enterprise performance
目录
摘要 I
ABSTRACT II
一、前言 1
(一)研究的背景 1
(二)研究的主要内容 1
二、构建合理的营销渠道的意义 3
(一)营销渠道相关概念 3
(二)合理的营