工管专业某公司营销渠道策略研究_大学论文.docVIP

郑州光力科技公司营销渠道策略研究 院系名称 工商管理学院 姓　　名 　　号 专　　业 指导教师 ?Abstract With three decades of Chinas reform and opening up, economic and social high-speed operation, accession to the WTO, economic globalization and deep to other major economic background, the competition between Chinese enterprises become more fiercely and is no longer just in the field of technology, manufacturing, brands. More and more enterprises have shifted the focus of competition to the companys marketing channels. Companies must strengthen the construction and control of their own channels in order to succeed in the fierce market competition. Winning end has become the consensus of national enterprises and marketing practice. Marketing channels are critical external resources in the various categories of Chinese business, especially in product homogeneity, market oversupply. Those who own the efficient and smooth channel will have the market and win the first chance to a large extent. To the coal industry enterprise that produces equipment in addition to producing high-quality products, the more critical is whether the enterprise has a complete and smooth control system of distribution channels .This is not only the embodiment of core competitiveness, but also the key to the success or failure of the enterprise. This paper is a combination of self-learned knowledge and the results of previous studies. It aims to present some views and opinions about the marketing channel selection and management in Zhengzhou optical power technological company, which is based on the brief analysis and summary of the current channels about this company. It is helpful for mine safety production and marketing distribution pattern. Key Words: Industrial product market; SWOT Analysis; Marketing place choice; Place management 目　录 引 言 1 一、市场营销相关理论概述 3 （一）营销渠道概念及内涵 3 （二）营销渠道理论及其演变 3 二、矿用工业品的市场营销 4 （一）矿用工业品的概念 4 （二）矿用工业品市场营销特点 4 （三）矿用工业用品市场采购特点 6 三、郑州光力科技公司现状分析 6 （一）郑州光力科技公司SWOT分析 6 （二）郑州光力科技公司存在问题及改进分析 10 四、郑州光力科技公