广东豪美铝业有限公司市场营销渠道的探讨
毕业论文
摘 要
营销渠道是企业经营中1个重要的市场策略。中国加入WTO并逐步开放分销服务市场，企业间的竞争会越来越激烈。因此，如何适应新的发展趋势解决好营销渠道的有关问题，在企业经营中显得尤为紧迫。本文阐述了现代企业市场营销渠道的理论、实践、和发展趋势。
首先本文描述了营销渠道的概念及其存在的重要性，提到了营销渠道的模式，并分析了营销渠道的选择的影响因素，为下文的分析做好了理论铺垫。
其次简要的介绍了广东豪美铝业有限公司的`营销渠道现状，总结了其特点，并阐述了在当前的环境背景下，营销的核心地位。接着，探讨了本公司营销渠道存在的有关问题。
最后，基于以上的分析，制定出营销渠道的改进方案，构思出适合本公司发展的渠道结构模式，根据豪美的实际情况强调了渠道关系与终端促销的思路，以供参考。渠道改进的最终目的还是为了实现企业的经营目标、创造企业价值。
关键词：企业;营销渠道;终端销售;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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