清洁产品营销渠道系统决策研究

Analysis on Systematic Decision of Cleaning Products Marketing Channels

清洁产业作为一个蓬勃发展的新型产业,要在激烈的市场竞争中构建自己的核心竞争力,建设卓越的营销渠道至关重要,文中运用现代营销渠道理论和方法,结合我国目前清洁产品行业现状,对清洁产品的营销渠道系统决策进行分析,指出对当前清洁产品营销渠道存在渠道同一化、客户对渠道的影响越来越大、渠道商与品牌商的矛盾加剧、外部环境的变化影响渠道系统的特点,并提出应该从采用新的清洁理念增强渠道号召力、进一步维护传统的营销渠道、开拓网络营销渠道、加强与行业组织及社会机构的合作四个方面改进当前的清洁产品营销渠道系统决策。

As a fast-developing industry,it is important to establish excellent marketing channels to build core competence for cleaning industry companies.The paper applies theories and methods of modern marketing channels management,combining the fact of current cleaning products industry,to analyze the cleaning products marketing channels,pointing out the features of systematic decision of current cleaning products marketing channels： homogenization,powerful influence of customers,intensified contradiction between distributors and manufacturers,external environment influencing the channels,and then putting forward that the industry should enhance the attraction of distributors with new cleaning ideas,maintain traditional channels,create network marketing channels and try to cooperate with industry associations and social institutes to improve modern marketing channels management of cleaning products.