微山湖产品加工厂分销道建设的分析与改进.doc

泰 山 学 院 本科毕业论文（设计） 微山湖产品加工厂分销渠道建设的分析与改进 所 在 学 院 商学院 专 业 名 称 市场营销 申请学士学位所属学科 管理学 年 级 2012级 学生姓名、学号 曹凯2012050017 指导教师姓名、职称 王建平 讲师 完 成 日 期 年 月 日 摘 关键词：分销渠道；渠道建设；渠道管理；分销 ABSTRACT Distribution channels is an important role among marketing combination factors in the enterprise. Therefore, the status of distribution channel in enterprise marketing can be simply stated as: distribution channel is an integral part of enterprise marketing combination factors, and it as a significant instrument determines whether the enterprise products can be entered into the market.Enterprises can gain competitive advantage through the design of the different channels, which cannot be imitated easily by other enterprises in the short term. So how to design suitable distribution channels according to the features of products and market matters in the strategy of an enterprise. This thesis finds that various kinds of problems exist in the distribution channels construction of Weishan Lake products factory through the study of its distribution channels and reference to other materials, and these problems have negative influence on the future development of the factory. The thesis also puts forward some constructive measurements to improve its sales channels and make the enterprise step forward in the future through analysis of these problems. Also Weishan Lake products factory represents the typical micro-sized enterprise, and channels construction problems also exists in other similar enterprises. Therefore, investigation into the distribution construction has a significant meaning for other similar sized enterprises and far-fetching influence on the prob