关于企业产品市场营销与渠道管理 (7)

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一、企业营销渠道的内涵和作用······································2

（一）企业营销渠道管理的含义······································2

（1）营销渠道的内涵···············································2

（2）营销渠道的功能···············································2

（3）营销渠道的管理和控制·········································2

（4）营销渠道的具体形式···········································2

（5）营销渠道的新变化·············································2

（二）渠道策略新趋势的分析········································2

（1）渠道结构以终端市场建设为中心·································2

（2）渠道成员发展伙伴型的关系·····································2

（3）渠道体制由金字塔型向扁平化方向发展···························2

二、企业营销渠道管理的内容········································2

（一）建立预报警系统制度··········································3

（二）渠道一体化和扁平化··········································3

（三）约束合同化··················································3

（四）包装差别化··················································3

（五）价格体系化··················································3

三、营销渠道管理的现状和存在的问题································3

（一）渠道不统一容易引发厂商之间的矛盾····························3

（二）渠道冗长造成管理难度加大····································4

（三）渠道覆盖面过广··············································4

（四）企业对中间商的选择缺乏标准··································4

（五）忽略营销渠道的后续管理······································4

（六）企业不能很好的掌控管理终端··································4

（七）新产品上市的渠道选择混乱····································4

四、营销渠道管理的建议············································4

（一）建立有效的营销渠道··········································5

（二）增强路径构建管理············································5

（三）加强对渠道的控制能力········································5

（四）确立科学的营销战略··········································5

（五）营销案例分析················································6

参考文献··························································7

一、企业营销渠道的内涵和作用

（一）企业营销渠道管理的含义

(1)营销渠道的内涵：营销渠道又是营销网络，指货物或者商品由生产商逐步向消费者转移。取得这种货物或所有权并且转移到企业或个人，也可以这样简单的来说，渠道起点是生产者，终点是消费者。

(2)营销渠道的功能：从市场经济系统的角度来看，营销渠道的基本功能是将大自然提供的不同原料转化成为人类需求的有意义的产品。营销渠道的产品必然要从生产者到消费者，且目标是减小产品与消费者之间的距离。