中小企业营销与渠道变革.doc
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中小企业营销与渠道变革,页数 29字数 19157 摘要:近年以来,ka卖场和连锁超市等新渠道商强势发展,在现代营销中的地位日趋突出。强势终端的迅速崛起引发了一场渠道扁平化的渠道变革。然而,由于中国国情的特殊化和国内企业的实力等限制,使得新渠道在短期内无法替代传统渠道,而渠道扁平化在国内也仅仅成为一种趋势。对于国内大部分...
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中小企业营销与渠道变革
页数 29 字数 19157
摘要:近年以来,KA卖场和连锁超市等新渠道商强势发展,在现代营销中的地位日趋突出。强势终端的迅速崛起引发了一场渠道扁平化的渠道变革。然而,由于中国国情的特殊化和国内企业的实力等限制,使得新渠道在短期内无法替代传统渠道,而渠道扁平化在国内也仅仅成为一种趋势。对于国内大部分企业来说,在新的市场环境下,企业仍然要以厂商共赢为前提,在渠道多元化和深度化的基础上,加强自身的价值链改造,走产销一体化道路,努力提高渠道效率。
关键词:新渠道,传统渠道,渠道扁平化,渠道精耕细作,产销联合体
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 录
前言.....................................................4
1.渠道变革现状..........................................4
1.1 新渠道强势崛起 ....................................5
1.2 渠道扁平化趋势 ....................................6
2.渠道变革解析.......................................... 7
2.1新渠道能否替代传统渠道 ..............................7
2.1.1新渠道的双重角色................................. 7
2.1.2新渠道锐化渠道冲突...............................10
2.1.3新渠道现在不能替代传统渠道.......................11
2.2渠道扁平化趋势深度剖析 .............................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.企业如何面对渠道变革 .................................16
3.1渠道的精耕细作 .....................................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 对企业自身的改造 ...............................19
3.2.2 对传统渠道的改造 ...............................20
3.2.3 对新渠道的改造 ...............................21
3.3 产销联合体的渠道模式 .............................22
3.3.1 产销联合体的交易成本分析 .......................22
3.3.2 产销联合体的应用模式 ..........................24
结论....................................................25
致谢....................................................26
参考文献 ...............................................27
附件 ...................................................28
参考文献
[1] 赵涛.连锁店经营管理.北京:北京工业大学出版社,2002,(11).
[2] 张宁.COPY大卖场:全程打造超市新形象.南京:东南大学出版社,2003,(6).
[3] (美)霍夫曼.现代营销之父——菲利普•科特勒营销精华.北京:线装书局,2002,(12).
[4] 马洪.2003年中国市场发展报告.北京:中国发展出版社.2003,(4).
[5] 郑吉昌.知识经济条件下国际营销渠道的变革趋势和策略.哈尔滨:商业研究,2003,(2):3.
页数 29 字数 19157
摘要:近年以来,KA卖场和连锁超市等新渠道商强势发展,在现代营销中的地位日趋突出。强势终端的迅速崛起引发了一场渠道扁平化的渠道变革。然而,由于中国国情的特殊化和国内企业的实力等限制,使得新渠道在短期内无法替代传统渠道,而渠道扁平化在国内也仅仅成为一种趋势。对于国内大部分企业来说,在新的市场环境下,企业仍然要以厂商共赢为前提,在渠道多元化和深度化的基础上,加强自身的价值链改造,走产销一体化道路,努力提高渠道效率。
关键词:新渠道,传统渠道,渠道扁平化,渠道精耕细作,产销联合体
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 录
前言.....................................................4
1.渠道变革现状..........................................4
1.1 新渠道强势崛起 ....................................5
1.2 渠道扁平化趋势 ....................................6
2.渠道变革解析.......................................... 7
2.1新渠道能否替代传统渠道 ..............................7
2.1.1新渠道的双重角色................................. 7
2.1.2新渠道锐化渠道冲突...............................10
2.1.3新渠道现在不能替代传统渠道.......................11
2.2渠道扁平化趋势深度剖析 .............................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.企业如何面对渠道变革 .................................16
3.1渠道的精耕细作 .....................................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 对企业自身的改造 ...............................19
3.2.2 对传统渠道的改造 ...............................20
3.2.3 对新渠道的改造 ...............................21
3.3 产销联合体的渠道模式 .............................22
3.3.1 产销联合体的交易成本分析 .......................22
3.3.2 产销联合体的应用模式 ..........................24
结论....................................................25
致谢....................................................26
参考文献 ...............................................27
附件 ...................................................28
参考文献
[1] 赵涛.连锁店经营管理.北京:北京工业大学出版社,2002,(11).
[2] 张宁.COPY大卖场:全程打造超市新形象.南京:东南大学出版社,2003,(6).
[3] (美)霍夫曼.现代营销之父——菲利普•科特勒营销精华.北京:线装书局,2002,(12).
[4] 马洪.2003年中国市场发展报告.北京:中国发展出版社.2003,(4).
[5] 郑吉昌.知识经济条件下国际营销渠道的变革趋势和策略.哈尔滨:商业研究,2003,(2):3.