如何构建有效而畅通营销渠道的探析-本科论文.doc

毕业设计（论文） 题目：如何构建有效而畅通营销渠道的探析 ——以广东南方电缆集团股份有限公司为例  如何构建有效而畅通营销渠道的探析 ——以广东南方电缆集团股份有限公司为例 摘 要 营销渠道是连接企业与市场的桥梁,是企业开拓和占领市场的关键,对企业的经营效率、竞争力、经营安全和企业的发展几乎起到了决定性作用。营销渠道的选择与管理需要适应当下所在的市场环境，在激烈的市场竞争中，营销工作的好坏是企业取得竞争优势的关键因素，营销渠道模式的选择直接影响到营销工作的有效开展，适合企业自身特点的营销渠道模式将会使企业发展战略顺利实施。这次将以广东南方电缆集团股份有限公司为例，以营销渠道理论及市场环境的实际情况相结合的方式，研究如何构建一个有效而畅通营销渠道，同时分析广东南方电缆集团股份有限公司在今后发展需要面对和解决的现实问题，并提出有效的解决策略，为企业以后的顺利发展做好铺垫，同时也为同行的电线电缆企业提供借鉴。 关键词：营销渠道；市场竞争；环境；电缆企业  How to build an effective and smooth marketing channels nalysis——Guangdong Nanyang able roup o., td. as an example Abstract Marketing channel is a bridge connecting the enterprise and the market is the key enterprises to develop and dominate the market for business efficiency, competitiveness, security and development of enterprises operating almost played a decisive role. election and management of marketing channels where the need to adapt to the current market environment. n the fierce market competition, bad marketing is a key factor to achieve competitive advantage, select marketing channels mode directly affects the effective implementation of marketing efforts for their own marketing channel model characteristics will enable the successful business development strategy implemented. his will be the GuangDong NanYang able roup o., td. as an example, the theoretical and actual market sales channels combined approach to study how to build an effective and smooth marketing channels, simultaneous analysis of GuangDong NanYang able roup o., td. in the future development needs to confront and solve practical problems, and propose effective solutions strategy for the smooth development of future enterprise pave the way, and also provide a reference for the peer wire and cable business. Key words: marketing channels; market competition; environment; cable companies  目 录 1 绪论 1 1.1 课题研究的目的和意义 1 1.2 课题研究的国内外历史及现状 1 1.3 课题的研究方法 3 2 南方电缆集团营销渠道现状分析 4 2.1 南方电缆集团简介 4 2.2 南方电缆集团营销渠道现状分析 4 3 中国电线电缆制造业营销渠道存在的问题 7 3.1 专业型人才不足 7 3.2 存在