毕业论文——试论企业营销渠道的优化与创新.doc

题目：试论企业营销渠道的优化与创新 摘 要 销售渠道是企业最重要的资产之一，同时也是变数最大的资产。它是企业把产品向消费者转移的过程中所经过的路径。这个路径包括企业自己设立的销售机构、代理商、经销商、零售店等。对产品来说，它不对产品本身进行增殖，而是通过服务，增加产品的附加价值；对企业来说，销售渠道起到物流、资金流、信息流、商流的作用，完成厂家很难完成的任务。不同的行业、不同的产品、企业不同的规模和发展阶段，销售渠道的形态都不相同，决大多数销售渠道都要经过由经销商到零售商的这两个环节。为了满足零售商的需求，也为了自己的利润最大化，很少有经销商只代理一家的产品，而是有自己的产品组合。 渠道优化创新的发展途径主要是通过渠道体制创新，渠道运作创新，渠道建设创新，营销渠道的重新整合等几方面构成。最终实现建立属于自己的营销渠道。 关键词：销售渠道；渠道优化创新；渠道运作  ABSTRACT Marketing channel is one of the most important assets of enterprise, is also the most variable asset. It is the means of transferring the product to the consumer. This means includes the sales mechanism set up by enterprise ，agencies, dealers, retail outlets. With regard to products, it does not enhance the valuation of product, but through service, can increase added valuation. In relation to enterprise, the marketing channel plays roles of logistics, capital flow, information flow, that can solve many difficult tasks. The shapes of marketing channel Different industries are different in different trades and different products, and that vary in the scale and stage of different companies. Almost all marketing channels comprise of agencies, dealers. In order to meet the needs of retailers, as well as to maximize their own profits, few retailers act for only one company, but have their own product portfolio. The development ways of innovation for the marketing channel mainly go through the channel system innovation, channels of operations, channel development innovation and several areas of the re-integration. Eventually the company will establish their own marketing channels. Key words：Marketing channels; Channel innovation; Channel operation  目 录 TOC \o 1-3 \h \z \u 绪 论 1 第一章 企业销售渠道的基本理论 1 一、销售渠道的定义及构成 1 （一）销售渠道的定义 1 （二）销售渠道的构成 1 二、营销渠道和分销渠道的作用 2 （一）营销渠道的作用 2 （二）分销渠道的定义及作用 3 第二章 现有营销渠道模式分析 5 一、营销渠道环境 5 二、传统渠道与新型渠道的冲突 5 （一）渠道的竞争压力 5 （二）各类分销渠道发展不平衡 5 第三章 现有渠道模式存在的问题 7 一、传统分销渠道缺陷 7 二、经典模式的先天不足 7 三、金字塔式体制存在问题 7