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廣東豪美鋁業(yè)有限公司市場(chǎng)營(yíng)銷渠道的探討
畢業(yè)論文
摘 要
營(yíng)銷渠道是企業(yè)經(jīng)營(yíng)中1個(gè)重要的市場(chǎng)策略。中國(guó)加入WTO并逐步開(kāi)放分銷服務(wù)市場(chǎng)，企業(yè)間的競(jìng)爭(zhēng)會(huì)越來(lái)越激烈。因此，如何適應(yīng)新的發(fā)展趨勢(shì)解決好營(yíng)銷渠道的有關(guān)問(wèn)題，在企業(yè)經(jīng)營(yíng)中顯得尤為緊迫。本文闡述了現(xiàn)代企業(yè)市場(chǎng)營(yíng)銷渠道的理論、實(shí)踐、和發(fā)展趨勢(shì)。
首先本文描述了營(yíng)銷渠道的概念及其存在的重要性，提到了營(yíng)銷渠道的模式，并分析了營(yíng)銷渠道的選擇的影響因素，為下文的分析做好了理論鋪墊。
其次簡(jiǎn)要的介紹了廣東豪美鋁業(yè)有限公司的營(yíng)銷渠道現(xiàn)狀，總結(jié)了其特點(diǎn)，并闡述了在當(dāng)前的環(huán)境背景下，營(yíng)銷的核心地位。接著，探討了本公司營(yíng)銷渠道存在的有關(guān)問(wèn)題。
最后，基于以上的分析，制定出營(yíng)銷渠道的改進(jìn)方案，構(gòu)思出適合本公司發(fā)展的渠道結(jié)構(gòu)模式，根據(jù)豪美的實(shí)際情況強(qiáng)調(diào)了渠道關(guān)系與終端促銷的思路，以供參考。渠道改進(jìn)的最終目的還是為了實(shí)現(xiàn)企業(yè)的經(jīng)營(yíng)目標(biāo)、創(chuàng)造企業(yè)價(jià)值。
關(guān)鍵詞：企業(yè);營(yíng)銷渠道;終端銷售;渠道模式
Abstract
Marketing channel is one of the most important marketing strategic in the businesses. China entering the WTO and opening the distribution fields up, the competition between enterprises will be fierce as that time. So how to cope with the new development trend and deal with the relevant affairs becomes a critical necessity in the business world. This thesis studies the theories, practice and trend of the development of marketing channels of modern enterprise.
First, this text describes concept and importance that exists, refers to the mode of marketing channel, and has analyzed the influence factors of the choice of the marketing channel .Have done theory foreshadowing well for the analysis of the ensuing chapters。
Next, this thesis gives brief comment on the current situations of marketing channels in relevant enterprises in which the main special distinguishing had been summarized of Haomei Aluminium Company Limited of Guangdong. The thesis addresses the core position the marketing channel in business under current environment., Then discussing marketing channel of this company some questions.
In view of above analysis, the thesis draws up the objectives that improved scheme, conceives a channel structure mode of this company that suited to develop, emphasizes channel relation and thinking that terminal station promote especially, for your guidance，The improved final purpose of the channel is still for realizing the goal of management of enterprises, creating enterprises value.
Key words: marketing channels; enterprise; the terminal sell station; channel mode
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