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廣東豪美鋁業有限公司市場營銷渠道的探討
畢業論文
摘 要
營銷渠道是企業經營中1個重要的市場策略。中國加入WTO并逐步開放分銷服務市場，企業間的競爭會越來越激烈。因此，如何適應新的發展趨勢解決好營銷渠道的有關問題，在企業經營中顯得尤為緊迫。本文闡述了現代企業市場營銷渠道的理論、實踐、和發展趨勢。
首先本文描述了營銷渠道的概念及其存在的重要性，提到了營銷渠道的模式，并分析了營銷渠道的選擇的影響因素，為下文的分析做好了理論鋪墊。
其次簡要的介紹了廣東豪美鋁業有限公司的營銷渠道現狀，總結了其特點，并闡述了在當前的環境背景下，營銷的核心地位。接著，探討了本公司營銷渠道存在的有關問題。
最后，基于以上的分析，制定出營銷渠道的改進方案，構思出適合本公司發展的渠道結構模式，根據豪美的實際情況強調了渠道關系與終端促銷的思路，以供參考。渠道改進的最終目的還是為了實現企業的經營目標、創造企業價值。
關鍵詞：企業;營銷渠道;終端銷售;渠道模式
Abstract
Marketing channel is one of the most important marketing strategic in the businesses. China entering the WTO and opening the distribution fields up, the competition between enterprises will be fierce as that time. So how to cope with the new development trend and deal with the relevant affairs becomes a critical necessity in the business world. This thesis studies the theories, practice and trend of the development of marketing channels of modern enterprise.
First, this text describes concept and importance that exists, refers to the mode of marketing channel, and has analyzed the influence factors of the choice of the marketing channel .Have done theory foreshadowing well for the analysis of the ensuing chapters。
Next, this thesis gives brief comment on the current situations of marketing channels in relevant enterprises in which the main special distinguishing had been summarized of Haomei Aluminium Company Limited of Guangdong. The thesis addresses the core position the marketing channel in business under current environment., Then discussing marketing channel of this company some questions.
In view of above analysis, the thesis draws up the objectives that improved scheme, conceives a channel structure mode of this company that suited to develop, emphasizes channel relation and thinking that terminal station promote especially, for your guidance，The improved final purpose of the channel is still for realizing the goal of management of enterprises, creating enterprises value.
Key words: marketing channels; enterprise; the terminal sell station; channel mode
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