摘 要
在当前的市场环境下，如何在现有的营销渠道进行改进和创新，建立了高效的营销渠道，是企业营销过程中必须解决的重要环节。在今天的社会主义市场经济体制，企业大多采用渠道销售为主要营销模式。频道选择直接影响其营销策略，但随着市场环境的变化，传统的渠道模式已不能适应新形势的需要，企业需要根据自身的发展，以及行业激烈的市场竞争中不断调整渠道模式，以使企业的销售额持续增长，推动企业快速发展。营销渠道是连接生产商与最终用户之间的联系，销售为一体的基本要素，为企业发展战略建设起着至关重要的作用。
关键词：营销渠道；渠道模式；改进与创新
Abstract
In the current market environment, how in the existing marketing channels of improvement and innovation, establishing the efficient marketing channel, is the enterprise the marketing process must solve important segment. In today’s socialist market economic system, the enterprise is used mostly channel sales as the main marketing model. Channel selection directly affects its marketing strategy, but along with the change of market environment, the traditional channel mode can not meet the demands of the new situation, the enterprise needs to according to the development of itself, and the industry the fierce competition in the market continuously adjust channel mode, in order to make the enterprise sales growth, and promote enterprise development. Marketing channel is the connection between manufacturers and end users of contact, sales, as one of the basic elements, for enterprise development strategy construction plays a vital role.
Keywords: marketing channel; Channel mode; Improvement and innovation
目 录
2.1 营销渠道概念…………………………………………….. 3
2.2 营销渠道的要素…………………………………………… 3
3.1 差异化营销模式…………………………………………… 4
3.2 核心竞争力营销模式……………………………………….. 4
3.3 蓝海战略营销模式…………………………………………. 5
4.1消费者的需求呈现出个性化和多样化的特点………………………. 6
4.2在营销渠道竞争……………………………………………. 6
4.3中小企业渠道控制能力弱，渠道成员选择权少…………………….. 6
4.4中小企业品牌影响力小，渠道推力不足………………………….. 6
5.1 必须直接营销渠道…………………………………………. 7
5.2 加强营销渠道整合…………………………………………. 7
5.3 加强直接零售短渠道营销模式………………………………… 7
5.4 零售终端的实力，大型零售企业积极争取市场优势………………… 8
5.5 电子营销渠道成为营销渠道创新………………………………. 8
