山东五征集团营销渠道研究_材料资料.docxVIP

PAGE 1 山东五征集团营销渠道研究 摘 要 随着我国经济水平的提高，消费者的生活水平也在不断提高，汽车的拥有量也在不断增加，国家推出惠农政策，对农业、农民的问题给予高度重视，随着第二产业的发展，遗留的环境问题也提上日程，但我国的相关企业发展却并不理想，除却自身产品的问题，营销方面也亟待改善，尤其是营销渠道的选择和发展。因此，研究山东五征集团营销渠道方面存在的问题，提出改进建议和保障措施是一个值得研究的选题。 本文以山东五征集团为研究对象，本文通过具体使用文献研究法、问卷调查法、案例分析法的研究方法，结合市场营销的专业理论知识，对五征集团的市场现状、营销渠道存在的问题进行研究，营销渠道问题从直接渠道、间接渠道、网络渠道三个方面来分析，直接渠道方面是营销人员和推销的问题，间接渠道是渠道成员管理和渠道促销的问题，网络渠道是第三方网站和网络直播间的问题，结合五征集团的实际情况来帮助五征集团解决营销渠道问题，提供营销渠道改进建议。从转变营销理念、健全组织结构、拓展分销渠道、加强渠道培训四个方面给予五征集团相关建议。 关键词：山东五征集团；营销渠道；市场环境；  Abstract With the improvement of our country economy level, consumers are also constantly improve the living standards, the car ownership is also increasing, the national launch of favorable policies, give attaches great importance to the problem of how to agriculture, farmers, along with the development of the secondary industry, a legacy of environmental concerns are also on the agenda, but related enterprise development in our country is not ideal, despite its own products, marketing also need to be improved, especially the selection and development of the marketing channel. Therefore, it is a worthy topic to study the problems existing in marketing channels of shandong wuzheng group and put forward improvement Suggestions and safeguard measures. This paper, taking shandong wuzheng group as the research object, this article through the concrete use of literature research, questionnaire investigation, case analysis, the research methods, combined with the market marketing professional theory knowledge, for five of the group in the market situation and the problems existing in the marketing channels, marketing channels problems from direct channels and indirect channels, network three aspects to analyze and direct channel is the marketing personnel and marketing problems, indirect channel is the channel member management and channel sales, network channel is the issue of third-party websites and web studio, in combination with the practical situation of five of the group in the five c