中小企業(yè)營(yíng)銷(xiāo)與渠道變革

頁(yè)數(shù) 29 字?jǐn)?shù) 19157

摘要：近年以來(lái)，KA賣(mài)場(chǎng)和連鎖超市等新渠道商強(qiáng)勢(shì)發(fā)展，在現(xiàn)代營(yíng)銷(xiāo)中的地位日趨突出。強(qiáng)勢(shì)終端的迅速崛起引發(fā)了一場(chǎng)渠道扁平化的渠道變革。然而，由于中國(guó)國(guó)情的特殊化和國(guó)內(nèi)企業(yè)的實(shí)力等限制，使得新渠道在短期內(nèi)無(wú)法替代傳統(tǒng)渠道，而渠道扁平化在國(guó)內(nèi)也僅僅成為一種趨勢(shì)。對(duì)于國(guó)內(nèi)大部分企業(yè)來(lái)說(shuō)，在新的市場(chǎng)環(huán)境下，企業(yè)仍然要以廠商共贏為前提，在渠道多元化和深度化的基礎(chǔ)上，加強(qiáng)自身的價(jià)值鏈改造，走產(chǎn)銷(xiāo)一體化道路，努力提高渠道效率。

關(guān)鍵詞：新渠道,傳統(tǒng)渠道,渠道扁平化,渠道精耕細(xì)作,產(chǎn)銷(xiāo)聯(lián)合體

Abstract：Since recent years, the new marketing outlets have developped at a high rate of speed. The position of the new marketing outlets have become more and more important. The marketing outlets growing quickly cause a revolution with the marketing outlets becoming flat. However , because of the present situation of China and the strength restrict of the local enterprises, the new marketing outlets can’t still act for the traditional marketing outlets in short-termly, and flatting the marketing outlets also become a trend only in present stage. Making profit together with the traders , for many of the domestic enterprises, should be a premise. With the foundation of the diverse and meticulous outlets, the enterprises should enhance the reformation of the value chains of themselves, working hard to establish the production & sales unites, and increase the outlets officiency.

Key Words: New marketing outlets Traditional marketing outlets
To flat the marketing outlets Diverse and meticulous outlets
Consociation of production& sales
目 錄

前言.....................................................4
1.渠道變革現(xiàn)狀..........................................4
1.1 新渠道強(qiáng)勢(shì)崛起 ....................................5
1.2 渠道扁平化趨勢(shì) ....................................6
2．渠道變革解析.......................................... 7
2.1新渠道能否替代傳統(tǒng)渠道 ..............................7
2.1.1新渠道的雙重角色................................. 7
2.1.2新渠道銳化渠道沖突...............................10
2.1.3新渠道現(xiàn)在不能替代傳統(tǒng)渠道.......................11
2.2渠道扁平化趨勢(shì)深度剖析 .............................13
2.2.1渠道扁平化原因分析 .............................13
2.2.2 渠道扁平化的短期局限 ...........................14
3.企業(yè)如何面對(duì)渠道變革 .................................16
3.1渠道的精耕細(xì)作 .....................................17
3.1.1渠道多元化 .....................................17
3.1.2 渠道深度化 .....................................18
3.2 渠道的增值改造 ....................................18
3.2.1 對(duì)企業(yè)自身的改造 ...............................19
3.2.2 對(duì)傳統(tǒng)渠道的改造 ...............................20
3.2.3 對(duì)新渠道的改造 ...............................21
3.3 產(chǎn)銷(xiāo)聯(lián)合體的渠道模式 .............................22
3.3.1 產(chǎn)銷(xiāo)聯(lián)合體的交易成本分析 .......................22
3.3.2 產(chǎn)銷(xiāo)聯(lián)合體的應(yīng)用模式 ..........................24
結(jié)論....................................................25
致謝....................................................26
參考文獻(xiàn) ...............................................27
附件 ...................................................28


參考文獻(xiàn)
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