王强-企业销售渠道的创新与优化

江西省高等教育自学考试

本科毕业论文

题目：企业销售渠道的创新与优化

准考证号： 260114202107

*名：**

专业：工商企业管理

指导教师：**

完成日期： 2015年10月

内容摘要

有效的销售渠道是市场销售活动成功的关键，是战胜竞争对手的先决条件。当广告大战，CI大战，促销大战，以及如火如茶的价格大战轰轰烈烈地轮番上演之后，敏锐有业内人士开始发现：在日趋白热化的市场竞争中，那一个似被人遗忘的“PS”-渠道策略，正悄然崛起成为营销革命中的焦点议题。渠道不像产品、价格、促销等营销要素那样富有弹性，易于转换，可择面广。它建设期长，不易更改，但又是一项至关重要的营销资源，因此如何创造地运用渠道创新，实现企业的“营销再造”，成为企业今天逐鹿中原的制高点。

实践表明，关注市场销售渠道关对其进行适当的设计和管理的企业可以创造出强大的竞争优势，在美国，企业每年的促销费用开支大约是1000亿美元，其中三分之二被用于对中间商进行的促销活动。市场营销渠道管理是市场营销管理的关键所在，忽视渠道战略，企业将失去竞争能力；如果企业的市场营销渠道无效，那么其他的市场营销活动便很难发挥作用，因为市场营销组合的每个部分都是相互关联的，必须把它们看成是一个整体。有效的销售渠道是市场营销活动成功的关键，是战胜竞争对手的先决条件。本文重点从销售渠道的理论，探讨企业销售渠道的优化和创新。

Effective marketing channel is the key to the success of marketing activities. Is a precondition for a win over rivals. When the AD campaign. CI war. Promotion war. And like fire like tea price war after another with a bang. The personage inside course of study began to see sharp. In the fierce market competition. That seems to be forgotten "PS" - channel strategy. Become the focus issue in the marketing revolution is quietly rise. Channels don't like marketing elements such as product, price, promotion, full of elasticity. Easy to convert. Can choose the side wide. Its long construction period. Not easy to change. But it is a vital marketing resource. So how to create channel innovation. Achieve the "marketing of the enterprise reengineering". Become the commanding heights of the enterprises competing in the central plains today.

Practice shows that. Focus on market sales channels close to the proper design and management of the enterprise can create a powerful competitive advantage.In the U.S. Corporate promotional spending about $100 billion a year. Two-thirds of it is used for promotion of middlemen. Marketing channel management is the key to marketing management. Ignore the channel strategy. Enterprise will lose its competitive ability. If the enterprise marketing channel is invalid. Then other marketing activities, it's very difficult to play a role. For each section of the marketing mix is interrelated. Must see them as a whole. Effective marketing channel is the key to the success of marketing activities. Is a precondition for a win over rivals.This paper mainly from the marketing channel theory, discusses the optimization of enterprise marketing channel and innovation.

内容摘要................................................. Abstracts...............................................

引言....................................................

一、有关销售渠道的基础理论.................................. （一）销售渠道的定义........................................ （二）销售渠道的实质........................................ 二、我国企业销售渠道的现状与问题........................... （一）经营观念落后，存在认识上的误区........................ （二）营销渠道的组织方式落后，运行效率低 ................... （三）目标市场趋同，竞争成本增加，渠道利润降低 .............. （四）销售渠道建设滞后，适应性差............................. （五）渠道成员的忠诚度下降，厂商之间的信任关系趋于恶化.......

三、企业销售渠道创新的必要性..........................

四、企业销售渠道创新的路径...............

（一）完善销售渠道策略..............................

（二）渠道关系的创新..................................

（三）渠道模式的创新....................................... （四）渠道终端的创新...........................

（五）建立有效的客户关系管理系统 .......................

五、结束语................................................... 参考文..................................................... ..