【作者】 原海英；

【导师】 罗荣桂；

【作者基本信息】 武汉理工大学 ， 管理科学与工程， 2002， 硕士

【摘要】 中国加入世界贸易组织之后，与全球市场的联系更加紧密，尚未完成市场化进程的中国企业将面对已有几十年乃至上百年市场运作经验的国际企业的直接竞争。为迎接经济全球化的挑战，中国企业只有实施全面创新的营销战略，才能在未来激烈的竞争中立于不败之地，并发展壮大自己。其中很重要的一点是加强营销渠道的建设，它已经成为现代企业参与国际竞争的一个重要突破点。优秀企业把建立营销渠道视为企业开拓和占领市场的关键。一个企业拥有四通八达的营销网络，就等于拥有了决胜市场的控制权。目前我国尚缺乏对营销渠道的系统研究，因此对其理论与实践的创新研究有利于提升我国企业的国际竞争力，是一个既富有挑战性又具有应用价值的课题。 文章从企业营销渠道的概念、结构、职能、作用和流程入手，分析了营销渠道创新的根本动因、内部动力和外部条件；而后重点阐述了企业营销渠道创新在渠道结构、渠道中介、渠道冲突管理、渠道关系和渠道后勤等方面的表现；接着对企业营销渠道的绩效作了定量分析；最后，结合科研项目分析了营销渠道创新在企业中的实际应用。 本文的特点主要表现在如下三个方面： 第一，内容新。对企业营销渠道的研究在国外已有三十多年的历史，在国内的研究和应用还很凌乱和肤浅，许多理论和方法尚不成熟，实践还处在摸索状态。本文比较系统而全面的分析了营销渠道创新的各个方面，在目前的营销理论研究中具有一定的新意。 第二，定性分析与定量计算相结合。运用层次分析法建立了营销渠道中间商绩效评价体系，并用模糊数学综合评价法和数据包络分析解决了模糊指标的评价问题。 第三，理论与实践相结合。将企业营销渠道创新理论运用于课题中，既指导了实践的正确有效执行，又丰富了理论本身的内容。更多还原

【Abstract】 China has a closer connection with the world market after entering into WTO (World Trade Organization). Chinese enterprises, which haven’t adapted themselves to the market regulations, will have to face the immediate competition from international enterprises that have decades or even a hundred years marketing experience. Chinese enterprises must carry out innovative marketing strategies to face the challenge of economic globalization. It is the only way for them to win in the fierce competitions and strengthen themselves. Among the innovations, the strengthening of marketing channel is very important, which has been a breakthrough for modern enterprises to compete globally. Building marketing channel is a sticking point for first-rank enterprises to expand and occupy the market. An enterprise will control the market if it has a powerful marketing network. At present, there hasn’t any systematic research on marketing channel in China. So the research on the theory and application of marketing channel innovations is challenging and valuable, and it is useful for Chinese enterprises to enhance their abilities for international competition.Starting with the concept, structure, function, effect and flow, this thesis analyzed the essential cause, inner motivity, and exterior condition of the marketing channel innovations. Then the innovations on marketing channel, such as structure, middleman, conflict management, relationship management and logistics, are emphasized. In the following, the performance of the marketing channel is analyzed quantitatively. The last part is about the application of marketing channel innovations in the enterprise.This thesis has three traits as following.Firstly, the content is new. The research on marketing channel has lasted for more than thirty years in foreign countries. But the research and application in China has just begun, and the theory and method is infantile. In the thesis, someaspects of the marketing channel innovations are analyzed systematically, which makes the thesis has something new at present.Secondly, qualitative analysis and quantitative analysis are combined in this thesis. The evaluation index system for middlemen’s performance is made, and the evaluation of fuzzy indexes is solved by fuzzy theory and data envelopment analysis.Thirdly, the theory is applied in the enterprise. The application of the theory guides the enterprise and develops itself.更多还原