家具企业的销售渠道浅析

Analysing of Consumer-oriented Furniture Marketing Channel

家具销售渠道是家具从企业流通到消费者的途径,销售渠道的通畅与否直接关系到家具企业的发展状况甚至生死存亡。本文综述当前存在的几类家具渠道,通过SWOT方法分析并探讨家具销售渠道的优势、弱势、外部机会与威胁,以直营渠道、加盟渠道和网络渠道为例,重点讨论当前的几种主流和发展势头较好的渠道。

Furniture marketing channel is a set of practices or activities necessary to transfer the ownership of furniture goods from the point of production to the point of consumption.The guarantee of a smooth channel is crucial to the survival and development of the furniture industry.The existing types of furniture channels were analyzed by SWOT method in the aspects of the strengths,weaknesses,opportunities and threats.The mainstream channels were highlighted such as the direct channels,franchise and network channels.