2009210422 邓长波学年论文.docVIP

摘 要 企业是市场的主体，随着市场经济的发展，企业的重心已经从生产，转移到营销上来，企业的市场营销决策的好坏对企业的产品销售，企业利润的实现起到了至关重要的作用。在市场营销决策中，企业的渠道又显得非常突出，企业的市场营销渠道起到了一个承上启下的作用，它是产品从厂家最终到消费者所经过的路径，渠道的好坏直接决定了产品能否高效。快速，以及最大限度的到达消费者手里，最终实现企业利润。在这样的一个过程中需要有经销商，代理商，零售商，等很多的成员，而且在渠道运行的过程中也会出现很多的问题，比如渠道日常运行中的问题，渠道冲突问题等，因此处理好渠道中的这些问题才能保证渠道的良好运行和发展，在此，我们通过对企业渠道问题的分析，以及找到一些合理的方法来帮助企业解决渠道问题。企业通过做好渠道决策，选择好企业渠道模式和渠道成员，比如选择渠道的宽度、长度、广度。选择信誉好、能力强的经销商等。以及做好渠道日常运行过程中的管理，处理好渠道冲突问题等。就能维持渠道的良好状况，达到较高的销售业绩和良好的渠道关系，实现企业目标。 关键字 市场营销 市场营销渠道 经销商 渠道问题 Abstract The Enterprise is the main body of the market, with the development of market economy, the enterprise of the focus has shifted from production, marketing move to come up, the enterprise marketing decision of the enterprise to the quality of the product sales, the realization of the enterprise profit played a crucial role. In the market marketing decision, enterprises channels and appear very prominent, the enterprise marketing channel plays a connecting link between the preceding and the function, it is the product from the manufacturer finally to consumers through path, the stand or fall of channels directly determine the products can be efficient. Fast , and the maximum hand to consumers, and finally achieve enterprise profits. In such a process to dealers, agents, retailers, and a lot of members, and in the process of operation channel also can appear a lot of problems, such as the problems of daily operation channel, and channel conflict, so deal with these problems in the channel to guarantee the good operation and development channels, in this, our enterprise channels through the analysis of the problems, and find some reasonable methods to help the enterprise to solve problems channels. Enterprise through the well channel decision, choose good enterprise channel mode and channel members, such as the choice of the channel width, length, breadth. Choose good credit, the ability of dealers and so on. And to channel the daily operation management in the process of, handle