本文關(guān)鍵詞：美特斯邦威多營銷渠道分銷策略分析　出處：《電子科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：美特斯邦威品牌成立于一九九五年，從最初一家不知名的溫州小作坊做到今天營銷渠道幾乎覆蓋到全國縣級以上城市，特別是從2003年開始，美特斯邦威每年店鋪開發(fā)數(shù)量都在200家以上，平均每年增長速度在15%的速率，為服裝行業(yè)所罕見，，發(fā)展到今天已是國內(nèi)休閑服飾行業(yè)領(lǐng)頭羊，在渠道發(fā)展方面確有獨到之處。但在2008年國際經(jīng)濟金融危機之后，受到外需、內(nèi)需持續(xù)不振的影響，國內(nèi)許多服裝企業(yè)都經(jīng)歷生死考驗，而美特斯邦威雖利用危機繼續(xù)做大自己，但因渠道相對較為單一，而在營銷渠道寬度、渠道沖突和渠道成員類型等方面出現(xiàn)一些問題，導(dǎo)致企業(yè)在渠道發(fā)展方面遇到國內(nèi)外休閑企業(yè)的挑戰(zhàn)。 文章分析美特斯邦威在休閑行業(yè)的渠道發(fā)展模式優(yōu)劣勢，主要從“加盟和直營并行開發(fā)”和“渠道模式選擇”兩方面入手，以及和國內(nèi)外休閑服飾發(fā)展模式的對比，找出相似性和差異化的渠道開發(fā)模式，并評估各營銷渠道在組織架構(gòu)、營銷模式、績效、業(yè)績激勵方面存在的問題，同時結(jié)合營銷管理、組織行為等一系列管理知識與理論，提出多營銷渠道整合優(yōu)化方案，為以后休閑服裝行業(yè)乃至整個傳統(tǒng)服裝行業(yè)在國內(nèi)的渠道開發(fā)方面提供一些借鑒的地方。 最后文章通過詳盡的分析得出關(guān)于美特斯邦威這一案例的具體結(jié)論，并在結(jié)論的基礎(chǔ)上對該公司未來的發(fā)展在注重傳統(tǒng)渠道的基礎(chǔ)上，從企業(yè)發(fā)展需求出發(fā)結(jié)合當前新型渠道如購物中心因消費環(huán)境的改善，對消費者更具有吸引力，是消費者在今后購物和休閑生活的理想場所，需對企業(yè)渠道發(fā)展模式做出相應(yīng)的調(diào)整，在拓寬企業(yè)渠道寬度時要充分考慮企業(yè)的持續(xù)發(fā)展。相信這些意見或建議是具有普適性價值的。
[Abstract]:The Metersbonwe brand was founded in 1995, originally from an unknown small workshop in Wenzhou today to do marketing channel covers almost the whole country at or above the county level city, especially from the beginning of 2003, the number of annual Metersbonwe store development in more than 200, the average annual growth rate at a rate of 15%, for the apparel industry are rare, development today is the domestic leisure clothing industry leader in channel development have originality. But after the 2008 financial crisis, the international economic influence by external demand, domestic demand continues to slump, many domestic garment enterprises have experienced the test of life and death, and Metersbonwe have used the crisis to continue to grow their own, but because the channel is relatively single, and in the marketing channel the width, there are some problems of channel conflict and channel member type, leading enterprises in channel development in domestic and foreign Hugh The challenge of leisure business.
Based on the analysis of Metersbonwe in the leisure industry channel development model of advantages and disadvantages, mainly from the "development" and "join and direct parallel channel mode selection" two aspects, and the contrast and domestic leisure clothing development mode, find out the similarities and differences of the channel development mode, and evaluate the marketing channels in the organizational structure, marketing mode, performance, performance incentive problems, combined with marketing management, organizational behavior and a series of management knowledge and theory, put forward the integrated marketing channel optimization scheme for leisure clothing industry and the traditional garment industry to provide some reference in the development of the domestic channels.
Finally, through the detailed analysis of detailed conclusions about the case of Metersbonwe, and on the basis of the conclusion of the future development of the company based on paying attention to the traditional channels, starting from the needs of enterprise development with the new channels such as shopping center for consumer environment improvement, more attractive to consumers, it is an ideal place for consumers in the future shopping and leisure life, need to make the corresponding adjustment to the enterprise channel development model, in the enterprise to expand the width of the channel to fully consider the sustainable development of enterprises. I believe these comments or suggestions are universal values.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.86

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