老凤祥营销渠道.docVIP

郑州轻院轻工职业学院 专科毕业论文 题 目 浅析老凤祥营销渠道 学生名字 仝晓梅 专业班级 营销与策划093班 学 号 院 （系） 经济管理系 指导老师 张莉 完成时间 2011年10月24日 摘 要 老凤祥创建于公元1848年，距今已有160多年的历史。这家百年老店几经变迁，历经沧桑，已发展成为中国首饰业历史最久、规模最大、珠宝门类最全、文化底蕴最深的珠宝首饰龙头企业。；老凤祥有限公司不仅坚持品牌发展战略和品牌营销的市场策略，以品牌为先导，拓展全国市场，完善营销网络布局；同时长期致力于人才机械创新和科技创新，以中国工艺美术大师领先的100多位融设计、科研、制作为一体的专业技术队伍，成为企业的核心竞争力。本论文主要对黄金行业的营销渠道进行深入调查研究，回顾了黄金行业的市场发展现状。阐述了营销渠道的基本理论，以老凤祥为主题分析了老凤祥公司的营销渠道和市场地位。 关键词 营销渠道/渠道策略/渠道管理 Analysis of the old marketing channel ABSTRACT The lao Fengxiang was founded in the year 1848, 160 years have elapsed since the history. The hundred years after many changes, through the vicissitudes of life, has become Chinas jewelry industry is the oldest, largest, most all categories, jewelry culture most jewelry enterprises. The lao Fengxiang; limited not only adhere to the brand development strategy and brand marketing strategy, brand as the guide, to expand the national market, improve the marketing network layout; at the same time, long-term commitment to the talents of mechanical innovation and innovation of science and technology, the great master of Chinese arts and crafts leading more than 100 financial design, scientific research, production as one of professional and technical team, to become the core competitiveness of enterprises. This paper is mainly on the gold industry marketing channel of thorough investigation and study, reviews the gold industry market development present situation. Elaborated the basic theory of marketing channels, to the old theme of old company marketing channels and market status. KEY WORDS marketing channel，channel strategy，channel management 目 录 中文摘要………………………………………………………..I 英文摘要……………………………………………………….II 1 引 言…………………………………………………………1 2 黄金行业发展……………………………………..................1 2.1 黄金的历程……………………………………………1 2.2 老凤祥公司简介……………………………………....1 3 黄金市场营销渠道………………………………….2 3.1 服务营销………………………