壹顺科科技有限公司国营销渠道优化研究.docVIP

壹顺科科技有限公司国际营销渠道优化研究 One branch of science and technology co., LTD international marketing channel optimization research Abstract: With continued and spread of financial crisis, the world economy, including Chinas economy, under the market environment impact of global economic integration, have a recession.Over the past 30 years is an important period of Chinas booming exports is prompted to accelerate economic development in China during this period the driving force, it is for the development of Chinas economy for decades to bring a steady stream of wealth.However, a growing number of Chinese export enterprises, especially small and medium-sized enterprises face more and more severe international market situation. In this paper, under the background of the contemporary international competition in the market environment, from small businesses to participate in the international market competition, the serious situation of the analysis of the international marketing strategy and marketing management theory, on the basis of analyzing the one along the channel status of company, analyzes the one along the company exists in the international marketing channel brand, network marketing and channel incentive problems, and proposed the corresponding solution measures. Key words: international marketing, IPTV set-top boxes, small and medium-sized enterprises, the strategy  1、前言 全球经济一体化是在某种程度上生产力发展的结果,全球经济是当今的一个重要特征。经济全球化给世界经济带来的过程是资本全球化和贸易自由化、生产国际化和全球化的科技、国际贸易的手段已经成为世界经济发展、社会进步和提高强度的关键因素。为了适应国际经济环境,我国发布了许多政策支持和鼓励对外贸易的发展。但随着中国加入WTO,国际金融危机的影响,许多外贸企业由于经济形势是定位在国际市场不足,缺乏有效的国际营销策略,导致企业陷入困境,严重的甚至破产。因此,只有合理的国际营销模式,使企业在日益复杂的国际竞争环境中赢得一个席位。 在这种情况下,提高电子消费,我国中小企业的国际营销能力工作迫在眉睫。适用于企业、国际营销策略的科学来提高企业开发国际市场的竞争力,已成为深圳市壹顺科科技有限公司(以下简称壹顺科公司)管理的重点。通过国际营销策略、有效实施,提高公司的营销资源的利用率,从而降低公司整体的运营成本,提高公司的产品在国际市场上的竞争力,在全球市场经济不断发展和扩张的浪潮。 2、国际营销渠道概述 2.1 营销渠道及其功能 2.1.1营销渠道的概念 营销渠道,也称为销售渠道、配销渠道或销售通路,是指的是制造商和最终用户之间的一系列市场营销中介执行不同的功能,这些机构在正确的地点正确的质量、数量和价格供应产品或服务来满足需求,并通过各种市场营销的渠道成员努力刺激需求。 制造商和最终用