沈阳依派隆卫浴有限公司分销渠道策略研究

论文编号:GS221  论文字数:9182,页数:16

摘    要
 随着中国经济实力的日益增强，人们的总体生活水平有了明显的提高，其支付能力也随之增加，需求也逐渐多样化。日常用品上也开始追求新颖美观，休闲舒适。与此相应，各种日常用品的款式也是层出不穷。卫浴用品作为人们日常生活的一部分，近几年来可谓是发展迅速。沈阳依派隆卫浴有限公司就是现今众多国内卫浴企业中的一员。
 本文围绕沈阳依派隆卫浴有限公司的渠道策略展开讨论。首先对沈阳依派隆卫浴有限公司现在的营销渠道模式进行了分析，然后找出其渠道策略中存在的问题，并提出相应的对策。相信在中国经济不断走高的大好形势下，只要沈阳依派隆卫浴有限公司经营者顺潮流而动，目光敏锐，积极制定出恰当的营销渠道策略，不断提高自身素质，一定会在过内卫浴市场上占有一席之地，甚至进军国外市场。
 
关键词：营销渠道；网络营销；中间商

 Abstract
 With the increasing enhancement of china’s economy, people’s living standard has improved considerably. Their demands are becoming diversified as well as the increasing payment capacity. Daily commodities are pursuing novel, beautiful and comfortable, as a result, many kinds of designs emerge one after another. As a part of daily commodity, sanitary wares industry develops very fast recently. The bathroom of Shenyang Yipailong sanitary wares Ltd. is one of them.
 This essay discusses the strategies of marketing channel of Shenyang Yipailong bathroom sanitary wares Ltd. First, I analyze the current mode of marketing channel in Shenyang Yipailong bathroom sanitary wares Ltd. Second, I try to find out the problems existed in his strategy of marketing channel and present measures according to the situation. In the backing of fast development of china’s economy, following the fashion with a keen eye and making appropriate strategies of marketing channel, Shenyang Yipailong bathroom sanitary wares Ltd. would gain a foothold in the domestic sanitary wares market, even abroad.
Key words: Marketing channel,  Online marketing,  Intermediary

目    录
摘    要 I
Abstract II
1沈阳依派隆卫浴有限公司现有分销渠道分析 1
1.1沈阳依派隆卫浴有限公司概况 1
1.2沈阳依派隆卫浴有限公司分销渠道现状 1
1.2.1进入终端市场 1
1.2.2打入工程市场 1
1.2.3采取四种分销体系 2
1.2.4网络营销 2
1.2.5经销商的选择 2
2 沈阳依派隆卫浴有限公司分销渠道存在的问题 3
2.1忽视零售市场建设，直接客户少 3
2.2分销渠道模式不宜实施扁平化 3
2.3过分依赖中间商 4
2.4对渠道成员的选择、激励及评估缺乏行之有效的制度 4
2.5缺乏对渠道的有效控制和管理 5
2.6网络营销力度小 5
 2.7销售网络布局过于集中 5
3沈阳依派隆卫浴有限公司分销渠道策略 7
 3.1加强终端零售市场建设 7
3.2选择适宜的分销渠道模式 7
3.3 减少对中间商的依赖 8
3.4加强对渠道成员的选择、激励与评估 8
3.5加强渠道的控制和管理 8
3.6加强网络营销力度 9
3.7合理布局销售网络 9
结    论 9
参 考 文 献 11
致    谢 12

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