企业营销渠道的网格化管理-研究

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1、●■management，marketingchannelisOilmarketingchannelgrid鲥dSmanagementfoundation．Fourdifferentpositions，functiondifferentelements，butsupplementeachother，commonpromptedmarketingchannel鲥dsofmanagementsmoothly,achievemarketingchannelgridsofthemanagementgoal，andachievethe

2、goalofenterpriseandthestrategicvision．Accordingtotheprincipleofmarketingchannelgnds，oftheclassificationofthestandardandmethodmainlyhas：channelpower-basedonstructuremethod，channelrelationshipslifecyclemethod，therelationshipbetweenvaluemethod,stmamarizesthemarketingc

3、hannelsofmeshingimpactfactor,thispaperexpoundsthechannelsofmeshingprocess．Putforwardthegddunitdiagnosisprocess，thinkgridunitofthemaincontentandthediagnosiselementsincludemarketingchannelmanagementorganization，marketingchanneloperation,marketingchannelserviceandsupp

4、ort，marketingchanneleconomicbenefitsandsummedupthe鲥dunitofdiagnosismethod．Analyzedthemanagementofmarketingchannelgridsresourcesintegrationandtheconfigurationofthefactorsandcombchannelrelationships，andputforwardtheresourcesintegrationpathandresourcesharingandconfigu

5、rationprocess．Toputforwardthemarketingchannelgridbased，supportandsupportingresouroeintegrationandtheconfigurationofthemarketingchannelgridsmanagementshouldtheuseofnetworkorganizationmodeforoperation,thestructureoftheorganizationshouldbeanode，r懿ourcesflow,organizati

6、onagreementelementsofthethreenetworkstructure，butalsopointsoutthatsupportmarketingchannel鲥dsmanagementorganizationoperationmechanismoftrust,culturalcontrolandknowledgecoordination．Keywords：鲥dsmanagementofmarketingchannel，thegddsofmarketingchannel，resourcesintegrati

7、onandallocation,channelorganizationIⅡ目录●摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯I●Abstract⋯⋯⋯．．．．．．．．．．．．．⋯⋯⋯⋯⋯⋯⋯⋯．．．．．⋯⋯．⋯．．⋯⋯⋯．．．．⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．⋯．⋯．1I第1章导论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．1研究的目的和意义⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．11．2国内外相关研究综述⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．

8、21．3研究内容、方法与技术路线⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．6第2章营销渠道网格化管理理论模型⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．82．1营销渠道网格化管理的理论基础⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．82．2营销渠道网格化管理内涵与特征⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．