浅谈中小企业营销渠道创新管理问题及解决办法

Discussion on the Innovative Management Problems of Marketing Channels in Small and Medium-Sized Enterprises and the Solutions

随着我国中小企业面临的行业竞争日益激烈,由于缺乏创新,中小企业的产品严重同质化。企业之间的竞争,更多通过价格战和资源战的形式展开,这种竞争对于企业来说是把双刃剑,虽然使企业抢占了一定的市场份额,却直接损害企业的利益和品牌形象。越来越多的企业将营销渠道管理和建设上的创新,视为企业最有效的生存、发展策略,因为创新的营销渠道能够通过长时间的建设和管理,逐步提升品牌的竞争优势。

With the increasingly fierce industry competition faced by China's small and medium-sized enterprises,due to the lack of innovation,the products of small and medium-sized enterprises are seriously homogenized.Competition between enterprises is more often carried out in the forms of price and resource wars.This competition has both advantages and disadvantages for enterprises.Although it enables the enterprise to seize a certain market share,it directly damages the interests of the enterprise and its brand image.More and more enterprises regard the management and construction innovation of marketing channels as the most effective survival and development strategy,because innovative marketing channels can gradually improve the competitive advantage of brand through long-term construction and management.