正文描述:《论我国服装行业营销渠道管理研究 毕业论文》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、论我国服装行业营销渠道管理研究摘要:“衣、食、住、行”乃生存发展的基本需求,改革开放三十年来,中国经济得到了巨大的发展,在这个不断变化发展、富有创造力、充满机遇挑战的社会环境下,我国服装业的发展也取得了飞速进步,特别是近10年发展速度更为迅猛,不仅迅速成为服装需求大国,更成为服装生产大国之一,对于服装行业而言,营销渠道管理可谓是最核心的因素,对服装企业的发展起着十分关键的作用,充分了解服装行业营销渠道管理的现状、问题以及在今后发展中应该采取的相关措施等对服装生产企业和服装销售企业来说都是十分必要的,不
2、仅能增强企业自身的竞争实力,更有利于企业营销工作的顺利进行。本文通过对我国服装行业营销渠道管理现状的分析和研究,找出现阶段我国服装行业营销渠道管理中存在的问题,目的是为了进一步明晰营销渠道管理对服装行业的重要性,及企业在今后发展中在渠道选择,渠道开拓,以及渠道管理方面应该注意的问题,并根据问题找出相关管理的恰当对策,对服装企业的发展提供有力的借鉴。关键词:服装行业;营销渠道;营销渠道管理;策略China'sclothingindustrymarketingchannelmanagementresear
3、chAbstract:"Thegarment,feed,live,row"isthesurvivalanddevelopmentofthebasicrequirements,thirtyyearsofreformandopeningup,China'seconomyhasbeenagreatdevelopment,inthisever-changingdevelopment,creative,fullofopportunitiesandchallengesofthesocialenvironment,
4、China'sgarmentindustrydevelopmenthasalsomaderapidprogress,especiallyinthepast10yearsdevelopmentspeedismorerapid,quicklybecomingnotonlyclothingdemandbigcountry,becomeoneofthelargestproducerofclothing,thegarmentindustry,marketingchannelmanagementisthemost
5、corefactor,theclothingenterprisedevelopmentplaysakeyrole,tofullyunderstandtheclothingindustrymarketingchannelmanagementofthestatusquo,problemsanddevelopmentinthefutureweshouldtaketherelevantmeasuresforclothingmanufacturersandclothingsalesenterpriseisver
6、ynecessary,notonlytoenhancetheircompetitiveness,moreconducivetoenterprisemarketingworksmoothly.ThispaperonChina'sclothingindustrymarketingchannelmanagementpresentsituationanalysisandresearch,findoutatthisstageofChina'sgarmentindustrymarketingchannelmana
7、gementproblems,thepurposeistofurtherclarifythemanagementofmarketingchannelsfortheapparelindustry'simportance,andtheenterprisedevelopmentinthefutureinthechannelchoice,channeldevelopmentandchannelmanagement,weshouldpayattentiontotheproblem,accordingtothep
8、roblemsrelatedtothemanagementofappropriatecountermeasures,forclothingenterprisestoprovideeffectivedevelopmentreference.Keywords:clothingindustrymarketing;channelmarketing;channelmanagementstrategy目录一、加强我国服装行业营销渠道管理的重要性1(一)营销渠道内涵1
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