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1、内容摘要营销渠道的控制是现代企业流通的基本特征,是企业最重要的资产之一。它是企业把产品转移到消费者所经过的路径。这个路径包括中间商、批发商、零售商、终端用户。能否建立一个稳定、高效的营销渠道网络,是企业经营成败的分水岭。笔者对营销渠道基本理论作了综述,介绍了营销渠道的含义、营销渠道的类型、物流与渠道管理。并以营销渠道的相关理论为支撑,剖析了科尔沁牛业在现在的营销渠道环境下存在的渠道问题,并提出了窜货的整治,实施客户关系管理和短渠道营销,以及加强企业的物流管理的渠道策略建议与对策。关键词:科尔沁牛业营销渠
2、道渠道模式渠道策略abstractMarketingchannelcontrolisthebasiccharacteristicsofthemodernenterprisecirculation,isoneofthemostvaluableassetoftheenterprise.Itistheenterpriseproductstransferredtoconsumersthroughpath.Thispathincludingmiddlemen,wholesalers,retailersandend
3、users.Whethertoestablishastableandefficientmarketingchannelnetwork,istheenterprisemanagestothesuccessofthewatershed.Basedonthebasictheoryofmarketingchannelreviewed,introducesthemeaningofmarketingchannels,thetypeofmarketingchannels,logisticsandchannelmana
4、gement.Andwiththerelatedtheoryofmarketingchannelsforsupport,thispaperanalyzesthewell-kownhorqinNiuYeintoday'smarketingchannelenvironmentproblemsexistingchannels,andputsforwardtheimplementingregulationlootedproducts,customerrelationshipmanagementandshortc
5、hannelmarketingandstrengthenenterpriselogisticsmanagementchannelstrategySuggestionsandcountermeasures.Keywords:well-kownhorqinNiuYemarketingchannelchannelmodechannelstrategylocatedintheTomb,DongShenJiabang,deferthenextdayfocusedontheassassination.Linping
6、,Zhejiang,1ofwhichliquorwinemasters(WuzhensaidinformationisCarpenter),whogotAfewbayonets,duetomissedfatal,whennightcame目录摘要Abstract一、营销渠道理论综述………………………………………………………1㈠营销渠道的含义………………………………………………………1㈡营销渠道的类型选择…………………………………………………1㈢物流与渠道管理………………………………………………………2二
7、、内蒙古科尔沁牛业概况…………………………………………………2三、科尔沁牛业营销渠道环境分析…………………………………………3㈠宏观环境分析…………………………………………………………3㈡微观环境分析…………………………………………………………4四、科尔沁牛业营销渠道现状分析…………………………………………5㈠国际销售网络…………………………………………………………6㈡国内分销体系…………………………………………………………6五、科尔沁牛业营销渠道存在的问题………………………………………6㈠市场上窜货现
8、象严重…………………………………………………6㈡科尔沁牛业与经销商矛盾突出………………………………………6㈢销售渠道过长…………………………………………………………6㈣物流配送不畅…………………………………………………………6六、科尔沁牛业营销渠道策略建议与对策…………………………………6㈠窜货现象的整治………………………………………………………6㈡实施客户关系管理……………………………………………………6㈢实施短渠道营销………………………