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1、~电子科技大学MBA论文本文主要采用了定性和定量相结合、对比的分析方法。本文全面而系统的分析过程及基于供应链管理的营销渠道设计方案对我国中小化妆品企业建设营销渠道具有现实指导意义和借鉴价值。关键词化妆品,供应链管理,营销渠道,核心竞争力~~~II~~~电子科技大学MBA论文ASTUDYOFCONSTRUCTINGMARKETINGCHANNELOFVOCOMPANYBASEDONSUPPLYCHAINMANAGEMENTABSTRACTNowadays,withtheimprovementofChineselivingstan
2、dard,moreandmorecosmeticsareindemand,cosmeticsmarketinChinahasmuchroomtodevelop.However,marketingchannelofsomecosmeticsenterpriseshindertheirowndevelopmentandneedtobeimproved.Marketingchannelistheimportantpartofmarketing,whichischaracterizedbyslowlyestablishedproces
3、s,uneasytochangeandhardtocontrol.Therefore,itisveryimportanttostudymarketingchannel.Enterpriseshavetoconstructmarketingchannelinanewwaybecausetraditionalwaysofconstructingmarketingchannelarechallengedbythewayofconstructingmarketingchannelbasedonsupplychainmanagement
4、.ThepapertakesVOasstudyingexample.First,thepaperbriefs
featuresandsuperiorityofmarketingchannelonthebasisofsupplychain
management.Second,analyzesthesituationofChinesecosmetics
industry,themarketdevelopingfutureandthetrendofmarketingchannel
aswellasthedevelopingsitua
5、tionofmarketingchannelofinternational
cosmeticscompaniesonthebasisofsupplychainmanagement.Third,
analyzestheexistedproblemsofmarketingchannelofVOcompanyand
thereasonsthatresulttotheseproblems,afterdiscussingVO’s
competitivestrategy,SCMstrategyandfactorsthatwillinflu
6、enceon
marketingchannel,theplanabouthowtoconstructVOmarketing
channelisputforwardonthebasisofsupplychainmanagement.Atlast,
introducesthecourseofimplementingplanandtheeffect.~~~III~~~电子科技大学MBA论文Comparedwithtraditionalmarketingchannel,themarketingchannelbasedonsupplyc
7、hainmanagementemphasizesmoreonthecooperationofallmembersofmarketingchannel,inadditiontocosmeticsenterprisesanddistributors.Logistics,service,andinformationcommunicatingwithchannelmembersaretheguaranteetomakewholechannelefficient.Themethodsofqualitativeanalysis、quant
8、itativeanalysisandcontrastiveanalysisareusedinthepaper.Tosomedegree,theanalyzingcoursesandplanbasedonsupplychainmanagementinthispapermight
