上海XX地板销售渠道管理【毕业作品】

【毕 论】 【业 文】

( 届)

上海颖创地板销售渠道管理

所在学院 专业班级 学生姓名 指导教师 完成日期 市场营销 I

摘 要

上海颖创木业有限公司是一家发展六年的民营企业，主要产品是实木地板。颖创木业自去年以来开始实施品牌化战略，公司期望能在地板行业占据一席之地。第一章叙述了写这篇论文的初衷，渠道对制造型企业越来越重要，成为实现企业分销的最直接动力。理论意义在于它针对中国民营企业提出了渠道解决方案结合设想。第二章和第三章，提出颖创渠道销售的设计方案和渠道成员建设。销售渠道发挥作用的前提是销售网络健全和渠道成员的努力，所以对于颖创渠道的研究首先应该关注于对销售渠道设计和成员选择上。第四章提出渠道策略；在地板行业的竞争中，颖创要发挥渠道竞争力，价格策略和促销策略是我们将要探讨的地方。第五章和第六章针对渠道成员的管理提出了权力管理、渠道激励、危机处理等。在地板行业渠道巨变的过程中，这些都是颖创对这种变革的思考。

本篇论文旨在通过上海颖创木业有限公司企业实例，探讨作为耐用消费品中的实木地板销售渠道管理方法，并努力使渠道实力成为企业竞争力的重要组成部分。我们了解渠道管理理论在中国民营企业中的应用方面，这篇论文具有很强的理论意义和现实意义。

关键词：分销渠道;分销策略;渠道权力

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Abstract

That the Shanghai yincan wood Ltd. is developing non-governmentally that operated enterprise for 6 years , it’s main products is reality wooden floor board. the company expects to be able to occupy a space in floor industry. Its theory significance lies in the tentative plan resolving scheme for Chinese non-governmentally. It has brought forward a channel. Second chapters and third chapters, it builds bringing forward the design plan and channel member that the grain husk wound channel sells. The premise selling a channel producing is to sell the effort that the network improves with channel member , the member are listed in the research establishing a channel to the grain that ought to show solicitude for Yu first to the marketing channel. Fourth chapters bring forward channel tactics; In ground industry competition, the grain husk wound needs to bring channel competition, price tactics and sales promotion tactics are the place that we will discuss. Member's administration manages having brought forward authority, In process changing in floor industry channel, these all are that the grain husk wound reforms a thinking

This paper is for the purpose of through Shanghai yincan indusdustry Co.,Ltd, the discussion took in the durable consumable the solid wood floor marketing channel management, and causes the channel strength to become the enterprise competitive power diligently the important constituent.We understood the channel management theory in the Chinese Private enterprise's application aspect, this paper has the very strong theory significance and the practical significance.

Key Words: Distribution channels; Distribution tactics’ Channel operations. Channel power

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