關于企業產品市場營銷與渠道管理 (7)

目       錄

一、企業營銷渠道的內涵和作用······································2

（一）企業營銷渠道管理的含義······································2

（1）營銷渠道的內涵···············································2

（2）營銷渠道的功能···············································2

（3）營銷渠道的管理和控制·········································2

（4）營銷渠道的具體形式···········································2

（5）營銷渠道的新變化·············································2

（二）渠道策略新趨勢的分析········································2

（1）渠道結構以終端市場建設為中心·································2

（2）渠道成員發展伙伴型的關系·····································2

（3）渠道體制由金字塔型向扁平化方向發展···························2

二、企業營銷渠道管理的內容········································2

（一）建立預報警系統制度··········································3

（二）渠道一體化和扁平化··········································3

（三）約束合同化··················································3

（四）包裝差別化··················································3

（五）價格體系化··················································3

三、營銷渠道管理的現狀和存在的問題································3

（一）渠道不統一容易引發廠商之間的矛盾····························3

（二）渠道冗長造成管理難度加大····································4

（三）渠道覆蓋面過廣··············································4

（四）企業對中間商的選擇缺乏標準··································4

（五）忽略營銷渠道的后續管理······································4

（六）企業不能很好的掌控管理終端··································4

（七）新產品上市的渠道選擇混亂····································4

四、營銷渠道管理的建議············································4

（一）建立有效的營銷渠道··········································5

（二）增強路徑構建管理············································5

（三）加強對渠道的控制能力········································5

（四）確立科學的營銷戰略··········································5

（五）營銷案例分析················································6

參考文獻··························································7

一、企業營銷渠道的內涵和作用

（一）企業營銷渠道管理的含義

(1)營銷渠道的內涵：營銷渠道又是營銷網絡，指貨物或者商品由生產商逐步向消費者轉移。取得這種貨物或所有權并且轉移到企業或個人，也可以這樣簡單的來說，渠道起點是生產者，終點是消費者。

(2)營銷渠道的功能：從市場經濟系統的角度來看，營銷渠道的基本功能是將大自然提供的不同原料轉化成為人類需求的有意義的產品。營銷渠道的產品必然要從生產者到消費者，且目標是減小產品與消費者之間的距離。