广州DJ公司营销渠道的构建与管理工商管理专业论文.docxVIP

III III IV IV Abstract conformation, according to all analysis, we put forward the marketing channel design of DJ Corporation, this is to say, DJ Corporation insists on “short and narrow” principle, taking into account the differentia of regional market, to construct compound channel system that include door to door sale, distribution, and direct-distribute sale. Then, we propose the means about recruit and choice of channel members. Finally, this paper discussed the management of marketing channels. I Expect that this thesis can give a hand with the small medium-sized high-tech corporations how to design and mange the marketing channels in accordance with the market environments, industry characteristics, the strength of the products and enterprises, in order to form its own unique predominance. Key Words: Advertisement Equipment, Channel, Construction, Management 目录 目录 目 录 HYPERLINK \l _bookmark0 第一章 导 论 1 HYPERLINK \l _bookmark1 1.1 选题背景 1 HYPERLINK \l _bookmark2 1.2 研究目标 1 HYPERLINK \l _bookmark3 1.3 研究方法 2 HYPERLINK \l _bookmark4 1.4 研究思路、基本内容和框架 3 HYPERLINK \l _bookmark5 1.4.1 研究思路 3 HYPERLINK \l _bookmark6 1.4.2 论文基本内容和框架 3 HYPERLINK \l _bookmark7 第二章 营销渠道的相关理论概述 5 HYPERLINK \l _bookmark8 2.1 营销渠道基本概念 5 HYPERLINK \l _bookmark9 2.1.1 营销渠道的定义 5 HYPERLINK \l _bookmark10 2.1.2 营销渠道与分销渠道区别 5 HYPERLINK \l _bookmark11 2.1.3 营销渠道的基本流程 6 HYPERLINK \l _bookmark12 2.1.4 营销渠道的功能 6 HYPERLINK \l _bookmark13 2.2 营销渠道结构 8 HYPERLINK \l _bookmark14 2.2.1 类型结构（长度） 8 HYPERLINK \l _bookmark15 2.2.2 宽度结构 8 HYPERLINK \l _bookmark16 2.2.3 系统结构 9 HYPERLINK \l _bookmark17 2.3 营销渠道构建 10 HYPERLINK \l _bookmark18 第三章 广州 DJ 公司营销渠道目标、定位 13 HYPERLINK \l _bookmark19 3.1 广州 DJ 公司简介及公司战略 13 HYPERLINK \l _bookmark20 3.1.1 广州 DJ 公司简介 13 HYPERLINK \l _bookmark21 3.1.2 广州 DJ 公司的战略 13 HYPERLINK \l _bookmark22 3.1.3 广州 DJ 公司目标市场的界定 14 HYPERLINK \l _bookmark23 3.2 广州 DJ 公司的外部环境分析 17 HYPERLINK \l _bookmark24 3.2.1 户外广告行业及户外广告印刷设备的市场状况分析 17 HYPERLINK \l _bookmark25 3