扬州金绒毛纺有限公司营销渠道策略研究

【作者】 曹平；

【导师】 韩顺平；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 营销渠道是一系列相互依赖的组织，他们致力于促使一项产品或服务能够被使用或消费这一过程。扬州金绒毛纺有限公司以其企鹅牌昵绒行销海内外，成为江苏省明星企业。进入二十一世纪初，由于网络经济的发展和市场经济逐步完善，使扬州金绒公司营销渠道出现明显的不足。本论文首先分析了扬州金绒的外部环境，指出其正处于一个良好的客观环境，接着分析了扬州金绒的内部条件，找出其有利渠道建设的微观环境，之后，详细叙述了扬州金绒营销渠道的基本思路和目标。突出了“内外并举”的营销渠道策略。最后，提出了推进和保障营销渠道实施的相关措施和建议。 本论文以扬州金绒毛纺有限公司的营销渠道建设为背景，以拥有企业大量详实的相关资料为基础，以现代营销渠道理论为指导，先后运用了PEST分析图、案例分析法、数据分析法等研究方法，试图为扬州金绒毛纺有限公司提供—个比较客观和有一定可操作性企业营销渠道策略。更多还原

【Abstract】 Marketing diannels is a system organizations, who depend on each other, and try to promote aproduct or service can be consumed or used. Yangzhou Jinrong Wool Co., Ltd. rely on "PenguinIBrand" woolen fabric sell well in abroad and domestic markets becomes the "Bright StarEnterprise" of Jiangsu province. After entering 21st century. Alongside the development of network economy and improvement of market economy. The marketing channels of Yangzhou Jinrong Wool Co., Ltd. arises serious inadequate. This paper analyses the company’s external environments, point out the company novo is facing an excellent objective circumstance. Then analyses the internal condition of the company, demonstrate the microvolt circumstance is beneficial to marketing channels build. Afterwards, the paper describe the basic thinking and target of the company’s marketing channels. Stress the strategy of "Abroad and Domestic Marketing Channels Both Build". Finally, the paper puts forward related measures and suggests to enhance and guarantee the implementation of the strategy.This paper holds up a lot of the industry and the company’ s detailed materials and under the guidance of modern marketing channels theories applies such skills as PEST analyse chart, case analyse method, data analyse method, trying to offer the company a relatively objective and feasible marketing channels strategy.更多还原