浅谈企业营销渠道管理

The Marketing Channels of Enterprise Management

随着全球竞争的不断升级与产品差异性的不断缩小,企业开始重视营销渠道竞争,并将其作为企业新的盈利重心。因此,企业的营销渠道不断多样化,成为企业在市场竞争中利于不败之地的重要因素。科技的发展,使企业营销渠道充满了变数,再加上消费者日益多元化的需求,使得企业在营销渠道的变革中受到了更多的不可控因素的影响。在新的营销环境下,传统渠道理念其地位和作用越来越受到挑战和限制。文章将从企业营销渠道管理出发,探讨如何正确地制定企业营销渠道的控制策略,以增强企业营销渠道的抗风险能力,提高企业管理水平。

With the fierce global competition and the continuous shrinking of the product differentiation, lots of enterprises start focusing on the marketing channels, which is regarded as the focus of a new profitable business. Therefore, The marketing channels of enterprise which continue diversifying become an important factor that help the enterprise stand in an invincible position in the competition. The marketing channels of enterprise is full of variables because of the development of technology and the consumer demand increasingly diversified, so that the enterprises in the marketing channel is affected by more uncontrollable factors.In the new marketing environment, the traditional channel concept and position and function faces more and more challenges and limitations. This paper from the perspective of the enterprise marketing channels management, discuss how to correctly formulate the enterprise marketing channels, in order to enhance the anti risk ability of enterprise marketing channels to improve the management level of the enterprise.