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1、A泰山學(xué)院本科畢業(yè)論文中小企業(yè)營(yíng)銷渠道的構(gòu)建策略所在學(xué)院商學(xué)院專業(yè)名稱市場(chǎng)營(yíng)銷申請(qǐng)學(xué)士學(xué)位所屬學(xué)科市場(chǎng)營(yíng)銷年級(jí)二零一一級(jí)學(xué)生姓名、學(xué)號(hào)孫兆輝2011050480指導(dǎo)教師姓名、職稱張文斌教授完成日期二〇一三年五月三十日摘要摘要在經(jīng)濟(jì)全球化的大背景下，本土企業(yè)的經(jīng)營(yíng)環(huán)境發(fā)生了重大的變化，面臨市場(chǎng)界限模糊化、市場(chǎng)競(jìng)爭(zhēng)多極化、世界經(jīng)濟(jì)規(guī)?；?、產(chǎn)品趨向高新化、營(yíng)銷方式現(xiàn)代化的全新環(huán)境,尚未完成市場(chǎng)進(jìn)化進(jìn)程的中國(guó)企業(yè)將面對(duì)已有幾十年乃至上百年市場(chǎng)運(yùn)作經(jīng)驗(yàn)的國(guó)際企業(yè)的直接競(jìng)爭(zhēng)。改革開(kāi)放以后，我國(guó)的中小企業(yè)獲得了較好的發(fā)展，為國(guó)家的繁
2、榮富強(qiáng)做出了突出貢獻(xiàn)。但隨著全球經(jīng)濟(jì)一體化進(jìn)程的加快和我國(guó)產(chǎn)業(yè)結(jié)構(gòu)的不斷調(diào)整，復(fù)雜的國(guó)內(nèi)外環(huán)境使得中小企業(yè)的發(fā)展舉步維艱，從目前情況來(lái)看，中小企業(yè)的渠道建設(shè)落后是制約企業(yè)發(fā)展的一個(gè)重大問(wèn)題。文章從我國(guó)企業(yè)營(yíng)銷渠道的基本現(xiàn)狀、營(yíng)銷渠道的重要性及發(fā)展趨勢(shì)入手，介紹了渠道成員、渠道結(jié)構(gòu)、渠道控制等基本要素，分析了營(yíng)銷渠道建設(shè)與管理存在的一些問(wèn)題，重點(diǎn)闡述了企業(yè)營(yíng)銷渠道建設(shè)的一些建議和意見(jiàn)?？傊?，本文緊緊抓住我國(guó)中小企業(yè)進(jìn)行渠道建設(shè)的主線，對(duì)我國(guó)中小企業(yè)和渠道建設(shè)背景進(jìn)行了深入分析，對(duì)企業(yè)成長(zhǎng)不同階段的渠道建設(shè)策略進(jìn)行了探討。
3、關(guān)鍵詞:中小企業(yè)全球化市場(chǎng)經(jīng)濟(jì)渠道現(xiàn)狀渠道建設(shè)AbstractABSTRACTInthecontextofeconomicglobalization,Localenterprisesoperatingenvironment,significantchangesfacingthemarketboundariesblur,amultipolarcompetitioninthemarket,thescaleoftheworldeconomy,towardsanewhigh-tech,modernmarketingenviro
4、nment,notyetcompletedtheprocessofmarketevolution,Chineseenterpriseswillfacedirectcompetitionforseveraldecadesorevencenturiesofexperienceintheoperationofthemarket'sinternationalenterprises.Afterthereformandopeningup,China'sSMEstoobtainabetterdevelopment,havemadeo
5、utstandingcontributionstothecountry'sprosperity.ButwiththeaccelerationoftheprocessofglobaleconomicintegrationandthecontinuousadjustmentoftheindustrialstructureinChina,thecomplexdomesticandinternationalenvironmentmakesdifficultthedevelopmentofSMEs,SMEchannelconst
6、ructionbackwardfromthecurrentsituationisamajorproblemrestrictingbusinessdevelopment.ArticlefromthebasicstatusquoofChina'senterprisemarketingchannels,theimportanceofmarketingchannelsandtrendsstarttointroducethebasicelementsofthechannelmembers,channelstructure,cha
7、nnelcontrol,andanalysisofsomeoftheproblemsexistingintheconstructionandmanagementofmarketingchannels,andfocusesontheenterprisemarketingchannelsforbuildingsomeofthesuggestionsandcommentsInshort,wefirmlygraspSMEsinChinathemainlineofthechannelconstruction,in-depthan
8、alysisofChina'ssmallandmedium-sizedenterprisesandchannelconstructionbackground,channelconstructionstrategiesinthedifferentstagesofbusinessgrowthKeywords:SMEglobalized
