阳光木业营销渠道优化策略要点.docVIP

????? 阳光木业营销渠道管理研究 学 院：工商管理学院 专 业：市场营销 姓 名：白明明 班 级：060510 学 号指导老师：徐俊昌 摘 要 近年来，我国房地产市场发展迅速。带动着家装市场的兴旺。目前家装已成长为一个重要的新兴市场。但由于我国开展家装营销活动的时间还比较短，销售市场以及营销渠道建设方面仍存在一定的问题。市场竞争激烈，但是手段原始，营销渠道成员之间缺乏合作，不和谐的渠道关系影响了进一步的发展。营销渠道的理论研究已经有90多年的历史，而我国的营销管理并没有得到相关理论的充分指导。 本文介绍了我国家装中木门市场上主流的渠道模式，对阳光木业渠道现存的问题及其原因进行了深入的分析。在理论分析的基础上，为阳光木业的渠道整合指明了方向。生产企业应该在以消费者需求为导向，保障经销商利益和提升自身综合实力的基本思想指导下，从分析营销渠道环境开始，展开由内部管理组织向外部渠道成员的整合。阳光木业作为生产厂家应注重对经销商队伍能力的提高，销售网点分布的优化，以及高效信息平台的搭建，最终收获和谐信任的渠道成员关系，并使营销渠道成为自己参与市场的核心竞争力。 关键词：阳光木业 木门市场 渠道策略 渠道整合 Abstract：In recent years, the rapid development of Chinas real estate market. Driving the booming home improvement market. Decoration has now grown into an important emerging market. However, carrying out home improvement marketing activities in China is still relatively short time, sales and marketing channel construction market, there are still some problems. Competitive market, but the means of the original, the lack of cooperation among the members of marketing channels, channel relationship discord affect further development. Theoretical study of marketing channels has 90 years of history, and our marketing management theories has not been sufficient guidance. This article also introduced the doors of our home improvement market in the mainstream channel model, channel the existing problems and their causes in-depth analysis. Based on theoretical analysis, for the wood industry specified in the direction of integrated marketing channels. This paper argues that manufacturers should be driven by consumer demand, to protect the interests of dealers, and enhance the overall strength of the basic idea of their own under the guidance of the environment from the analysis of marketing channels, starting from the internal management of organizations to the integration of external channel members. Manufacturers sho