彌安
在市场经济环境下,营销渠道是企业生存、发展、壮大的核心资源,渠道管理对企
业的重要性不言而喻。但是在国内,很多企业的营销渠道体系不完善、营销渠道设计、
改进与内外部环境不适应,制约了企业可持续的发展;如何就企业的营销渠道进行设计、
改进,使它符合市场、企业的实际需要,成为营销管理者及营销渠道研究者的重要课题
本文以力天创见安防设备(深圳)有限公司(以下均以e-tag代替)在中国地区幵
展的手机数码产品展示防盗设备业务为例,运用渠道管理的系统知识对公司的营销渠道
进行了整体研究。文章重点分析了公司在内外部环境变化的影响下,e-tag公司渠道设
计、改进的动态过程。本文希望通过将渠道理论带入实际工作中进行检验,为想利用渠
道理论设计与管理渠道的企业提供更具有应用价值的参考,并为渠道理论研究提供实际
案例资料
关键词:e-tag公司;渠道管理;渠道设计;渠道改进
Abstract
Under market economy environment, marketing channel is the core resources of the
survival, development, and expansion of the enterprise, so the importance of channel
management for enterprises is self-evident. However, the imperfect marketing channel
system, and the design and improvement of marketing channel don't harmonize with the
internal and external environment, which restrain the sustainable development of some
domestic enterprises. How to design and improve the marketing channel of these enterprises
and make it harmonize with marketing and the practical needs of these enterprises, which will
be the important topic of marketing managers and marketing channel researchers.
The paper took security equipment business of digital display products which was
operated by e-tag company in China for example, systematically studied the marketing
channel of e-tag company by using the knowledge of channel management. We analyzed
specifically the dynamic process of channel design and improvement of e-tag company as the
change of internal and external environment. We hope the channel management theory as a
concrete use tested in practice work will provide a very useful and practical reference for
some enterprises which want to use the channel management theory to design and manage
marketing channel, and perfect the research of channel management theory.
Keywords: e-tag company; channel management; channel design; channel improvement