工贸公司营销渠道研究【市场营销专业毕业设计论文】.docVIP

毕业论文独创性声明 本人郑重声明所提交的毕业论文是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文中不涉及任何知识产权纠纷。否则，本人将承担一切责任。 学生签名：____________ 日 期：____________ 摘 要 营销渠道是营销过程中最具弹性和张力的环节，其本身蕴涵有巨大的能量，是公司能够持续发展的动力和保障，是现代企业竞争的焦点，也是现代营销工作的重心所在。浙江兴周工贸有限公司已成立一周年，并取得了一定的成绩，其营销渠道也已有一定的基础，但不够完善。所以研究该公司的营销渠道具有一定的意义。 本文首先简单介绍了营销渠道的相关理论，在充分分析了影响兴周工贸公司营销渠道策略的环境、产品和企业等因素以及公司的企业状况、渠道现状下，归纳总结出兴周工贸公司营销渠道存在渠道成员不完善，渠道模式单一，营销手段不全面以及营销服务功能不强等四个主要问题。然后提出了兴周工贸公司营销渠道的目标，并为公司选择了更为适合的营销渠道模式。最后，针对公司营销渠道存在的问题，设计了更加完善的营销渠道策略。 本论文旨在为浙江兴周工贸有限公司提供实践参考，希望通过营销渠道策略的实施，能使公司布局更加合理，促进公司竞争能力的提高。 关键词：Abstract Marketing channel is the most flexibility and expansibility link in the marketing process, which is containing a huge energy. It is the motive force and protection for the company can to sustainable development. It is the focus of the modern enterprise competition, but also is the center of the modern marketing work. Zhejiang Xingzhou industry trade Co., LTD has established for one year, and has obtained some achievements, its marketing channel has certain foundation, but imperfect. So it has strategic significance to research the companys marketing channel. First of all, this article briefly describes the marketing channels of related theories. In fully analysis of the impact Xingzhou industrial and trading company’s marketing channel strategy environment, product enterprise and other factors, and the company’s corporate status, the present situation of the marketing channel. It summarizes the Xingzhou industrial and trading company’s marketing channel, which has four major problems include marketing channel member not perfect, channel mode single, marketing method is not comprehensive, and marketing service function is not strong and so on. Then putting forward the target of the Xingzhou industrial and trading company’s marketing channel, and choosing more suitable marketing channel mode for the company. Finally, in view of the problems existing in the marketing channels, we design