【作者】 梁乐；

【导师】 高百宁；

【作者基本信息】 河南科技大学 ， 企业管理， 2008， 硕士

【摘要】 营销渠道是企业营销组合重要元素之一,是企业能否实现经营目标与企业价值的重要手段。中国家具行业在经历了原始积累、初步发展再到发展受阻阶段后,家具生产与家具流通企业都意识到了要完成更多的产品销售,需要一个更加紧贴市场发展形势的销售通路,意识到了营销渠道作为企业一种关键性战略资源,需要良好的培育与发展。营销渠道的建设与管理随之越来越受到家具企业的重视。本文首先从家具业营销渠道现状入手,分析了目前家具业营销渠道普遍存在的问题,并提出了相应的发展策略,通过这些策略对家具业营销渠道中表面的、共性的问题能够较好地解决,那么如何才能提升整个营销渠道的营销力、执行力、驱动力,应该是我们更深层次思考的问题。本文接着进一步探讨了家具业营销渠道的控制管理。家具企业对营销渠道控制是比较粗放的,也缺乏渠道控制意识。因此,笔者在本章提出了家具业营销渠道的控制流程以及控制策略,认为只有有效地控制了营销渠道,才可以向渠道成员有效地输出管理意志,从而有利于企业营销目标、营销战略、渠道战略的实现,也才能为构建渠道动力体系提供保障。最后,构建了家具业营销渠道动力体系模型。随着家具企业的成长,规模地不断扩大,原有企业发展的驱动力就显现出了不足,甚至失去了继续做大做强的动力。以渠道做为企业发展的主动力,笔者构建了以渠道政策、伙伴营销、品牌营销、渠道整合、渠道创新以及渠道冲突为动力源的渠道动力体系,介绍了动力体系工作模式,并提出了驾驭渠道动力体系,产生驱动力的策略。更多还原

【Abstract】 The marketing channel is one of the important elements of enterprise marketing combination, and it is the important means whether the enterprise can achieve the operation objectives and the enterprise’s value. The Chinese household furniture market after experiencing the primitive accumulation, the preliminary development to the stage of development being blocked, the household furniture enterprise and the furniture circulation enterprise realize that if they want to sell more products, they need a sale circuit clinging more to the market development situation, and realize that the marketing channel as a kind of crucial strategic resources of enterprise need the good cultivation and the development. The furniture enterprise also pay more attention to the marketing channel’s construction and management gradually.First, this article study from the furniture industry marketing channel’s survey, analyze the universal question in the present furniture industry marketing channel, and propose the corresponding developing measures, through which can solve the surface and the general character question of the furniture industry marketing channel. Then it is the main question we should ponder deeply on how to promote the entire marketing channel’s ability of sale, ability of carrying out, and the ability of driving.So, his article has further discussed the furniture industry marketing channel’s control management. The marketing channel controlling of the furniture enterprise is quite extensive and lack of consciousness of the channel controlling too. Therefore, the author proposed the furniture industry marketing channel’s control flow as well as the control policy in this chapter. Only the marketing channel has been controlled effectively, the management may output effectively to the channel member, which is advantageous to the realization of the enterprise marketing goal, the marketing strategy, and channel strategy. And it can also provide the safeguard for the construction the channel power system. Finally, the author constructed furniture industry marketing channel power model. Along with the furniture enterprise’s growth and the scale expanding gradually, the original enterprise development’s power appeared the insufficiently, even lost power to continue to make strong greatly. Taking the channel as the enterprise development power, the author has constructed the channel power system taking the channel policy, the partner marketing, the brand marketing, the channel conformity, the channel innovation as well as the channel conflict as the power supply , introduced the power system working pattern, and proposed to control channel power system through the driving power tactics.更多还原