MK瓷砖渠道管理探究_市场营销.pdf

摘要:产品的销售渠道就是产品从生产者转移到消费者的一条由一系列相互依赖的组织组成的商业机构的网络通道。销售渠道的管理涉及渠道规划、渠道成员管理、渠道经营模式等问题。

在陶瓷销售渠道的管理过程中，伴随着陶瓷行业市场环境的日新月异和各种变化，陶瓷行业的渠道管理在许多方面不断地出现新的问题，需要企业不断地变革创新。本课题旨在通过对MK 瓷砖的渠道管理进行具体分析，包括通过对部门经理与部分员工的访谈，对公司与部门的优势及现存问题的总结和归纳，结合国内外现有的理论知识，对其存在的问题提出解决的方案。力求通过MK 瓷砖渠道管理分析得出结论和借鉴，从而帮助MK 瓷砖进行渠道的完善。

本文先对MK 瓷砖销售渠道管理的现状进行详尽的描述，进而对其存在的问题作出作出相关的说明。而后通过实证情况分析，根据研究对象渠道管理存在的问题根源，并结合实际与理论对销售渠道的整合、构建完备的渠道管理体系、加强终端建设、渠道价格体系的建设以及渠道的创新等方面进行改良提出新的建议。

关键词：渠道管理；渠道整合；渠道价格体系；MK 瓷砖

Abstract:Sales channel is the transfer of products from producers to consumers, an organization formed by a series of interdependent network of channels of commercial organizations.Channels of distribution channel management involves planning, channel members of the management, channel business model issues.

The management of sales channels in the ceramic process, along with ceramics and a variety of ever-changing market environment changes, ceramic industry, channel management in many ways, new problems continue to require constant changes in business innovation. The subject aims to channel through the management of MK tile specific analysis, including sector managers through interviews with some of the staff, the company and sector strengths and existing problems is summarized the existing theoretical knowledge at home and abroad, on these problems and propose solutions. Channels by MK tile seeks to draw conclusions and learn management analysis to help improve the channels for MK tile.

The article focuses on the management of sales channels MK tile detailed description of the current situation, and then make their problems related to the note. Then the situation through empirical analysis, channel management according to study causes of the problems,combined with practical and theory on the integration of sales channels to build a comprehensive channel management system, strengthening the terminal building, the construction of channels and channel price system and other aspects of innovation improvement put forward new proposals.

Keywords: channel management; channel integration; channel price system；MK tile