微山湖产品加工厂分销渠道建设的分析与改进

泰山学院本科毕业论文（设计）微山湖产品加工厂分销渠道建设的分析与改进所在学院商学院专业名称市场营销申请学士学位所属学科管理学年级2012级学生姓名、学号曹凯2012050017指导教师姓名、职称王建平讲师完成日期年月日摘要I摘要分销渠道是企业营销组合因素中不可缺少的一部分，是企业产品能否成功地进入市场、扩大销售、实现企业目标的一个重要手段。企业可以通过设计差异化的渠道获得竞争优势。因而如何根据企业产品及市场的特点设计合适的分销渠道，在企业的经营战略中非常重要。无论是什么样的企业都需要根据自身产品特点和市场竞争的状况设计并建设一个属于自己的营销渠道来快速的占据市场以实现企业的经营目标。本文通过对微山县湖产品加工厂分销渠道的研究，通过调查和参考有关资料，发现微山县湖产品加工厂在营销渠道的建设方面存在着种种问题，这些问题对企业未来的进一步发展产生很多的负面作用。本文通过对微山湖产品加工厂渠道建设中问题的分析入手从而提出一系列建设性的措施来进一步完善企业的销售渠道，能够使企业在未来的发展中不断壮大，同时微山县湖产品加工厂属于典型的微小型加工企业的代表，在我国有很多这样的企业也存在着近似的渠道建设方面的问题，探讨它的渠道建设对于我国其他类似规模企业的渠道建设具有较好的借鉴意义，对于探讨适合我国加工企业发展的分销渠道也有深远意义。关键词：分销渠道；渠道建设；渠道管理；分销AbstractIIABSTRACTDistributionchannelsisanimportantroleamongmarketingcombinationfactorsintheenterprise.Therefore,thestatusofdistributionchannelinenterprisemarketingcanbesimplystatedas:distributionchannelisanintegralpartofenterprisemarketingcombinationfactors,anditasasignificantinstrumentdetermineswhethertheenterpriseproductscanbeenteredintothemarket.Enterprisescangaincompetitiveadvantagethroughthedesignofthedifferentchannels,whichcannotbeimitatedeasilybyotherenterprisesintheshortterm.Sohowtodesignsuitabledistributionchannelsaccordingtothefeaturesofproductsandmarketmattersinthestrategyofanenterprise.ThisthesisfindsthatvariouskindsofproblemsexistinthedistributionchannelsconstructionofWeishanLakeproductsfactorythroughthestudyofitsdistributionchannelsandreferencetoothermaterials,andtheseproblemshavenegativeinfluenceonthefuturedevelopmentofthefactory.Thethesisalsoputsforwardsomeconstructivemeasurementstoimproveitssaleschannelsandmaketheenterprisestepforwardinthefuturethroughanalysisoftheseproblems.AlsoWeishanLakeproductsfactoryrepresentsthetypicalmicro-sizedenterprise,andchannelsconstructionproblemsalsoexistsinothersimilarenterprises.Therefore,investigationintothedistributionconstructionhasasignificantmeaningforothersimilarsizedenterprisesandfar-fetchinginfluenceontheprobeintodistributionchannelsdevelopmentofprocessenterprisesinChina.Keywords:distributionchannel;channelconstruction;channelmanagement;目录IV目录1引言.................................................................................................................................12分销渠道的涵义及其结构类型........................................................................................22.1分销渠道的涵义.............................................................................................................22.2分销渠道的结构类型.....................................................................................................22.2.1分销渠道的长度.........................................................................................................32.2.2分销渠道的宽度..........................................................................................................43微山县湖产品加工厂分销渠道的现状与特点...............................................................63.1微山县及湖产品概况....................................................................................................63.2微山县湖产品加工厂分销渠道的现状.........................................................................73.2.1湖产品分销的概念......................................................................................................73.2.2湖产品分销措施..........................................................................................................73.2.3湖产品分销瓶颈..........................................................................................................83.3微山县湖产品加工厂分销渠道出现的问题.................................................................83.3.1湖产品分销渠道流通主体多样，构成复杂..............................................................83.3.2湖产品分销渠道无序竞争，效率越来越低..............................................................93.3.3湖产品分销渠道管理混乱，渠道成员矛盾激化....................................................104微山县湖产品加工厂渠道建设过程中的问题分析.......................................................114.1忽略渠道建设................................................................................................................114.2缺乏分销渠道的设计意识和能力................................................................................114.3缺乏对分销渠道的有效管控.......................................................................................125微山县湖产品加工厂分销渠道建设中的对策与建议..................................................135.1改变传统观念，重视渠道建设与创新.......................................................................135.2优化传统分销渠道，加强渠道管理...........................................................................135.3加强对分销渠道终端的建设与管理...........................................................................145.4加强物流体系建设，提升渠道整体效率...................................................................156结论.................................................................................................................................17参考文献.............................................................................................................................18目录V致谢.....................................................................................................................................20泰山学院本科毕业论文（设计）11引言企业营销组合不可缺少的一个重要因素就是分销渠道。