上海某精密塑胶公司营销渠道研究论文

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上海某精密塑胶公司营销渠道研究

摘要

在市场竞争日益激烈的今天，营销渠道己经成为企业取得竞争优势，提高市场占有率的重要工具。渠

道是否适合与有效直接影响到企业的产品能否迅速导入市场，并在市场上立足于不败之地。选择适合的渠

道，维持渠道的有效运作对企业的发展影响深远。因此，对某精密塑胶公司营销渠道进行研究，结合企业

自身的实际情况，采用最适合本企业的合理的渠道模式，制定科学有效的营销渠道策略，有效地增强企

业的市场竞争能力，确保 B 产品销售快速增长，实现企业的持续发展，具有非常重要的现实意义。

本文运用营销渠道相关理论，结合某精密塑胶公司的营销实践，对某精密塑胶公司现有渠道模式及

管理进行了分析，指出现有渠道模式存在的问题，论述了渠道设计、渠道成员选择、渠道管理中应该注意

的问题，提出了相应的解决方法，为某精密塑胶公司设计了新的渠道模式。

关键词：制造型企业；营销渠道；渠道设计

on Markeng Channels Study on Shanghai Youli Precision Plasc

Abstract

In today's increasingly competitive market, marketing channels have become a competitive

advantage, an important tool to increase market share. Channels are appropriate and effective direct

- I -

impact on how quickly the company's products into the market, and in the market based on the 
position. Select the appropriate channels, to maintain the effective operation of the channel far-
reaching impact on the development of enterprises. Therefore, distinctions of precision plastic 
marketing channels, in combination with the actual situation of their own, using the most 
appropriate channel for the reasonable business model, develop a scientific and effective marketing 
channel strategy to effectively enhance their competitiveness in the market to ensure that B Rapid 
growth in product sales and achieve sustainable development of enterprises, has a very important 
practical significance.
In this paper, the theory of marketing channels, with excellent precision plastic company's 
marketing force practice, superior power precision plastic model the existing channels and 
management of the company are analyzed, pointing out the problems existing channel models, 
discusses the channel design, channel member selection , Channel management should pay attention
to the problem, a corresponding solution for the superior power of precision plastics company 
designed a new channel model.Keywords: manufacturing enterprises; marketing channel; channel 
design
Keywords: manufacturing enterprises; marketing channel; channel design
目 录
1、营销渠道的概念、职能与流程....................................................................................................................... 2
1.1 营销渠道的定义和特征.......................................................................................................................... 2
1.2 营销渠道的职能和作用......................................................................................................................... 2
1.1 从需求者角度看............................................................................................................................ 2
1.2.2 从供应方角度看........................................................................................................................ 2
1.3 营销渠道的流程..................................................................................................................................... 2
2、某公司的结构和营销现状............................................................................................................................... 3
2.1 某精密塑胶公司介绍............................................................................................................................. 3
2.1 公司营销渠道的现状............................................................................................................................. 4
2.2.1 原有营销渠道模式分析............................................................................................................. 4
2.2.2 现有营销渠道模式分析............................................................................................................. 4
3、某精密塑胶公司的渠道营业销存在的问题分析............................................................................................ 5
3.1 公司销售渠道存在的问题...................................................................................................................... 5
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摘要：

上海某精密塑胶公司营销渠道研究摘要在市场竞争日益激烈的今天，营销渠道己经成为企业取得竞争优势，提高市场占有率的重要工具。渠道是否适合与有效直接影响到企业的产品能否迅速导入市场，并在市场上立足于不败之地。选择适合的渠道，维持渠道的有效运作对企业的发展影响深远。因此，对某精密塑胶公司营销渠道进行研究，结合企业自身的实际情况，采用最适合本企业的合理的渠道模式，制定科学有效的营销渠道策略，有效地增强企业的市场竞争能力，确保B产品销售快速增长，实现企业的持续发展，具有非常重要的现实意义。本文运用营销渠道相关理论，结合某精密塑胶公司的营销实践，对某精密塑胶公司现有渠道模式及管理进行了分析，指出现有渠道模式...

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