江蘇xx股份有限公司營銷渠道建設(shè)研究

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摘要 本論文重點(diǎn)研究xx營銷渠道及其建設(shè)。通過運(yùn)用營銷渠道開發(fā)和管理的系統(tǒng)知識，對江蘇xx股份有限公司（以下簡稱xx）營銷渠建設(shè)道進(jìn)行了調(diào)查與研究，包括營銷渠道的相關(guān)理論闡述、我國農(nóng)機(jī)市場的現(xiàn)狀與整體分析、xx營銷渠道建設(shè)的現(xiàn)狀與分析及其渠道建設(shè)的對策與建議等。最后，理論結(jié)合實(shí)際，對xx的銷售渠道進(jìn)行改善，提出合理的選擇經(jīng)銷商，開發(fā)屬于自己的市場的建議等。并且，本文重點(diǎn)論述了營銷渠道拓展的影響因素以及渠道拓展時(shí)需要考慮的幾個(gè)主要因素、適合本企業(yè)的合作伙伴。通過對xx營銷渠道系統(tǒng)的研究，提出了解決其
營銷渠道開發(fā)的相應(yīng)方案，以打造適合本企業(yè)的營銷渠道。


關(guān)鍵詞：xx集團(tuán)；農(nóng)裝設(shè)備；營銷渠道；渠道開發(fā)

Jiangsu Changfa the Industry Group Study Agricultural Equipment Marketing Channel Construction
Abstract This paper focuses on the marketing channels often made agricultural equipment and construction. Through the use of system knowledge development and management of marketing channels, conducted a survey of its marketing channels and research, including the theory expounded marketing channels, the status quo of China's agricultural market and the overall analysis, and analysis of the status quo often made agricultural equipment construction and marketing channels its channel development strategies and recommendations. Finally, the combination of theory and practice, often made of agricultural equipment sales channel improvement, dealers made a reasonable choice to develop their own proposals and other markets. Meanwhile, this paper focuses on the factors that influence the development of channels and the development of several key aspects need to be considered, the selection method of the business channel structure and membership of the suit. Through marketing channels often made agricultural equipment systems research, presented to solve their marketing Corresponding channel program development issues in order to build for the enterprise marketing channels.

Key words Changfa Group; agricultural equipment equipment;
marketing channels; Channel Development

目錄
第一章 緒論 3
1.1研究背景 3
1.2問題的提出和研究意義 4
1.3本文的研究方法 5
第二章 營銷渠道的相關(guān)理論闡述 6
2.1營銷渠道的概念 6
2.2營銷渠道的作用 6
2.3營銷渠道結(jié)構(gòu) 7
2.4營銷渠道類型 7
第三章 我國農(nóng)機(jī)市場的現(xiàn)狀與整體分析 8
3.1我國農(nóng)機(jī)行業(yè)的現(xiàn)狀 8
3.2對我國農(nóng)機(jī)行業(yè)現(xiàn)狀的整體分析 9
第四章 xx營銷渠道建設(shè)的現(xiàn)狀與分析 11
4.1xx簡介 11
4.2xx營銷渠道建設(shè)的現(xiàn)狀 11
4.3xx營銷渠道建設(shè)背景 14
4.4xx營銷渠道建設(shè)存在的問題 14
4.5xx營銷渠道建設(shè)存在的問題的解決 15
第五章 xx營銷渠道建設(shè)的對策與建議 16
5.1評估影響渠道結(jié)構(gòu)的因素 17
5.2選擇合適的渠道結(jié)構(gòu) 18
第六章 結(jié) 論 23
致 謝 24
參考文獻(xiàn) 25