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1、浅析中小企业的营销渠道的策略(Analysisofmediumandsmallenterprisesmarketingchannelstrategy)AnalysisofmediumandsmallenterprisesmarketingchannelstrategyThisarticlemainlydiscussesthemarketingchannelstrategyofsmallandmedium-sizedenterprises.AndtheconceptofmarketingchannelstrategyofindustrychoiceandSMEmarketpos
2、itioningarediscussedindetail,andonthisbasisputforwardthreenewideasformarketingchannelofsmallandmedium-sizedenterprisestrategicconstructionandtheconstructionofmarketingchannelsforsmallandmedium-sizedenterprises,marketingchannelconstructionhascertainguidingsignificance.I.overviewMarketingchan
3、nelstrategyisanimportantcomponentofthewholemarketingsystem.Itisofgreatsignificancetoreducethecostofenterprisesandimprovethecompetitivenessofenterprises.Withthedevelopmentofthemarketenteringanewstage,newchangeshavetakenplaceinthemarketingchannelsofenterprises,andtheoldchannelmodelscannotadap
4、ttothechangesinthesituation.Itincludesthedevelopmentdirectionofthechannel,theconstructionandmanagementofthedistributionnetwork,themanagementoftheregionalmarket,thedemandofthemarketingchannel,theself-controlandtheradiationforce.Thechoiceofenterprisemarketingchannelswilldirectlyaffectothermar
5、ketingdecisions,suchasproductpricing.Itisthesameasproductstrategy,pricestrategyandpromotionstrategy.Itisalsoanimportantmeansforenterprisestosuccessfullyopenupmarketsandachievesalesandmanagementgoals.Second,themarketpositioningofsmallenterprisesInthemarketeconomy,thesmallandmedium-sizedenter
6、prisehasthefollowingdisadvantages:(1)smallandweak,itisdifficulttocompetewithlargeenterprises,andlargeenterprisesinthecompetitionareoftenatadisadvantage;(2)smallandmediumenterprisesbecauseofpoorcredit,isnoteasytoobtainbankloans,andlessfinancingchannels,highcostandgreatdifficulty,(3)thesmalla
7、ndmedium-sizedenterpriseproductvariety,weakantiriskability;(4)thesmallandmedium-sizedenterprisemanagementisnotstandardized,thesystemisnotperfect,hinderthelong-termdevelopmentofenterprises.Thedisadvantagesofsmallandmedium-sizedenterprisesinChina'ssmalland