岩鹰水泥有限公司营销渠道建设研究.pdfVIP

要 渠道建设是提升营销能力，提高核心竞争力的有效手段，渠道建设策略，直 接关系着企业的兴衰存亡，正确的渠道策略，会使企业走上可持续的健康发展之 路；反之，则会使企业失去活力和竞争力，逐渐衰败下来，以至破产倒闭。由此 可见，企业的渠道建设策略是企业存亡之大计，渠道是企业的立身之本。本文对 渠道建设的理论进行较为全面的阐述，分析了岩鹰水泥有限公司所在的竞争日益 激烈，新技术不断涌入的市场环境，岩鹰水泥具有的市场定位准确、客户资源庞 大的优势和人员结构失衡、缺乏明确的发展战略规划 及强烈的市场竞争意识、 机制落后等劣根性,对岩鹰水泥营销渠道的现状进行了较为深入的研究和对比分析. 提出了在当前的市场环境下,岩鹰水泥渠道建设应使渠道具有办理业务方便化,渠 道层次丰富化,渠道功能完善化,渠道覆盖要广泛化等对策和建议,并对渠道建设中 遇到的渠道冲突和社会渠道风险防范的问题和矛盾进行了研究. 关键词：水泥 营销渠道 策略 1 Abstract Marketing channels is to enhance capacity building, improve the core competitiveness of the effective means of the channel strategy, a direct relationship between the rise and fall of corporate survival, the right channel strategy, make enterprises on a sustainable path for the healthy development of the contrary, it will Enterprise lost vitality and competitiveness, and gradually decline down, and even bankruptcy. Thus, the corporate strategy is to build channels for the survival of the business plan, through the conduct of this enterprise. In this paper, the theory of building channels for a more comprehensive elaboration of the rock where the Eagle Cement Limited competition is becoming increasingly fierce, the influx of new technology market environment, Eagle Rock with the cement market position, the advantages of huge resources, and personnel structural imbalances, the lack of a clear development strategy planning, as well as strong competition in the market awareness, and mechanisms behind such bad quality, the Rock Eagle Cement marketing channels to the status of a more in-depth study and comparative analysis. raised in the current market environment, Eagle Rock Cement channels so that the building should be a channel for busin