XX卫浴有限公司分销渠道策略研究_市场营销.doc

摘要:随着中国经济实力的日益增强，人们的总体生活水平有了明显的提高，其支付能力也随之增加，需求也逐渐多样化。日常用品上也开始追求新颖美观，休闲舒适。与此相应，各种日常用品的款式也是层出不穷。卫浴用品作为人们日常生活的一部分，近几年来可谓是发展迅速。沈阳依派隆卫浴有限公司就是现今众多国内卫浴企业中的一员。

　　　本文围绕沈阳依派隆卫浴有限公司的渠道策略展开讨论。首先对沈阳依派隆卫浴有限公司现在的营销渠道模式进行了分析，然后找出其渠道策略中存在的问题，并提出相应的对策。相信在中国经济不断走高的大好形势下，只要沈阳依派隆卫浴有限公司经营者顺潮流而动，目光敏锐，积极制定出恰当的营销渠道策略，不断提高自身素质，一定会在过内卫浴市场上占有一席之地，甚至进军国外市场。

关键词：营销渠道；网络营销；中间商

Abstract:With the increasing enhancement of china’s economy, people’s living standard has improved considerably. Their demands are becoming diversified as well as the increasing payment capacity. Daily commodities are pursuing novel, beautiful and comfortable, as a result, many kinds of designs emerge one after another. As a part of daily commodity, sanitary wares industry develops very fast recently. The bathroom of Shenyang Yipailong sanitary wares Ltd. is one of them.

　　　This essay discusses the strategies of marketing channel of Shenyang Yipailong bathroom sanitary wares Ltd. First, I analyze the current mode of marketing channel in Shenyang Yipailong bathroom sanitary wares Ltd. Second, I try to find out the problems existed in his strategy of marketing channel and present measures according to the situation. In the backing of fast development of china’s economy, following the fashion with a keen eye and making appropriate strategies of marketing channel, Shenyang Yipailong bathroom sanitary wares Ltd. would gain a foothold in the domestic sanitary wares market, even abroad. 

Key words: Marketing channel,  Online marketing,  Intermediary

主要论述了依派隆分销渠道建设的理论依据和整合思路，并从依派隆的实际出发，针对目前分销渠道存在的问题提出了重新整合的思路和调整对策。最后必须强调的是分销渠道的建设不是一成不变的，而是要随着依派隆业务的发展及市场变化而不断调整。相信依派隆在对营销渠道进行调整后，一定能适应市场的变化和业务发展的需要，在激烈的市场竞争中站稳脚跟，不断做强做大，成为全国卫浴行业中的龙头企业。