厦门市爱登堡服饰有限公司渠道推广策划 毕业论文.doc

厦门市爱登堡服饰有限公司渠道推广策划 摘要 21世纪对于中国来说，是一个高速发展时期，同时也是个激烈竞争的时代。面对激烈的竞争环境，如何取得、维护竞争优势成为本世纪的企业共同面临的课题。 在商业流通企业中，渠道推广是企业营销推广中极为重要的一个环节，运作顺畅与否直接关系产品在市场上的流通状况，以及在整体策略上是否能策应对消费者的拉动。本文通过对爱登堡服饰进行了详细的二手资料收集，以及市场分析，针对长宽渠道推广进行优劣研究，并进行分析企业历史以及渠道推广的可行性，对厦门服装市场进行了市场调研，得出其推广的渠道相对的市场优势，此外，结合渠道管理的相关知识，对爱登堡进行渠道推广策划，升华其渠道开发。 本策划根据渠道推广策划构架，首先对策划的手段、意义、目的等进行初步分析，并且结合渠道推广相关理论知识，对增加中间商进行优劣势分析，洞悉增加渠道中间商的市场问题，并且推广的局限性，以及推广能给企业带来何种效益，何种发展程度。其次需要对企业内部进行如何的组合，相互协调，以力求达到更大的效益，拟定了一系列详细的策划文本。 关键词： 爱登堡 服饰 渠道推广 The channels for promotion and planing by xia men Adenburg Clothing Limited Company Abstract 21 century for China, is a high growth stage, at the same time also is a fierce competition of the era. In the face of the fierce competition environment, how to get and maintenance of a century of enterprise competitive advantage be facing subject. Commercial circulation in the enterprise, the promotion enterprise marketing channel is a crucial link, smooth operation or not directly related products on the market circulation conditions, and in the overall strategy is to pull the consumers in coordination. This article through to love dress up in detail at the secondary data collection, and market analysis, in view of the long trade promotion for quality research, and analysis enterprise history and trade promotion, the feasibility of xiamen clothing market to the market research, and obtain the promotion channels relative market advantages, in addition, combined with the channel management knowledge, to love to channel on fort promotion planning, sublimate their channels development. This planning according to channel promotion planning framework, first of planning means, significance, and the purpose of the preliminary analysis, and combined with trade promotion related theory knowledge, to increase the middlemen analysis the advantages and disadvantages, increase the market middlemen into channels, and the limitation of the promotion, and promote can brings to the enterprise which benefi