【摘要】：企業(yè)要想在市場競爭中取勝,就必須對傳統(tǒng)營銷渠道體系進(jìn)行創(chuàng)新,根據(jù)企業(yè)特定目標(biāo)市場的需求特點(diǎn)對營銷渠道進(jìn)行系統(tǒng)分析,實(shí)施渠道整合。渠道是連接企業(yè)和顧客的橋梁,通過渠道產(chǎn)品才能變成商品,公司才能將商品變成資金。隨著市場競爭的日益激烈,各公司之間的競爭實(shí)際上是渠道之間的競爭。本文以L公司(拉飛逸,簡稱L服裝公司)營銷渠道整合為研究對象,采用理論研究和個案分析相結(jié)合的方法,在歸納總結(jié)國內(nèi)外有關(guān)營銷渠道整合研究成果和本人在企業(yè)的具體實(shí)踐與工作經(jīng)驗的基礎(chǔ)上,結(jié)合L公司營銷渠道管理的現(xiàn)狀和問題,提出了L公司實(shí)施渠道整合的必要性,并就L公司如何依托自身優(yōu)勢進(jìn)行渠道整合設(shè)計了方案,包括整合的依據(jù)、原則和目標(biāo),整合的思路和框架、整合的實(shí)施策略和保障措施等,從而達(dá)到掌控渠道,提升渠道效率的目的。本文針對L公司的研究成果,同樣可以為其他企業(yè)的渠道整合提供參考；同時,論文的全部研究成果都可以為服裝企業(yè)的渠道整合提供理論借鑒和實(shí)踐指導(dǎo)。
[Abstract]:If an enterprise wants to win in the market competition, it must innovate the traditional marketing channel system, analyze the marketing channel systematically according to the demand characteristics of the enterprise's specific target market, and implement the channel integration. The channel is the bridge between the enterprise and the customer. Only through the channel product can the product become the commodity, the company can turn the commodity into the capital. With the increasingly fierce competition in the market, the competition among companies is actually the competition between channels. This paper takes L Company (L Garment Company for short) marketing channel integration as the research object, using the method of combining theoretical research and case analysis. On the basis of summing up the research results of marketing channel integration at home and abroad and the concrete practice and working experience of myself in the enterprise, combined with the current situation and problems of marketing channel management in company L, the necessity of implementing channel integration in company L is put forward. And how to rely on its own advantages channel integration design program, including the basis of integration, principles and objectives, integration ideas and frameworks, integration implementation strategies and safeguards, so as to achieve control channels, The purpose of improving channel efficiency. According to the research results of L Company, this paper can also provide reference for the channel integration of other enterprises; at the same time, all the research results of this paper can provide theoretical reference and practical guidance for the channel integration of garment enterprises.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.86

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