摘要:本文主要是对义乌小饰品企业营销渠道进行研究，在借鉴国内外企业渠道管理经验的基础上，分析义乌小饰品企业搭建渠道平台。经过二十几年的发展，小饰品行业现已成为义乌经济发展的支柱产业其中一项，成为了国内外具有较大知名度和影响力的特色产业。然而，随着这几年国内外对饰品需求量的增加，市场经济的逐渐成熟和完善，竞争也越来越激烈。在压力与机遇共存的情况下，构建和疏通营销渠道的想法对义乌小饰品企业来说，就显得尤为重要。俗话说，得渠道者得天下。通过了解我国饰品行业的发展状况，分析饰品行业的营销渠道模式。企业想要很好的打开市场及提高产品的知名度需要合理的渠道策略。于此同时，本文还针对义乌小饰品企业营销渠道中常出现的问题包括渠道冲突等分析原因并提出解决对策。尽管在目前来说，义乌小饰品企业自身的的营销渠道策略有许多可取之处，但绝不容忽视现存的问题，因为不适合的渠道策略会影响很多企业正常发展。因此有必要对义乌小饰品企业的营销渠道进行更深一步的探讨。为义乌小饰品企业能够扩大市场占有率、树立国内国际知名品牌打下牢固的基础。
关键词： 营销渠道 渠道冲突 义乌小饰品企业
ABSTRACT:Yiwu small adorn article enterprise after 20 years of development, has now become a characteristic industries have greater visibility and influence at home and abroad, a city built on market, small jewelry industry has become one of pillar industries of Yiwu economic development. However, with the increase of years demand for jewelry at home and abroad, the increasingly mature and perfect of market economy, competition is increasingly fierce. In the stress environment and opportunities coexist, to build and to their own marketing channels for Yiwu small ornaments enterprise, is particularly important. So, based on the research of theYiwu small adorn article enterprise marketing channel, analyzes the Yiwu small adorn article industry and industry characteristics. In view of its characteristic, choose reasonable marketing channel. In enterprises channel management experience at home and abroad for reference, on the basis of analysis of Yiwu small adorn article enterprise structures, channel platform. As the saying goes, have to channel to the world. Reasonable channel strategy can help companies better to open the market, improve the product visibility. At the same time, in view of the Yiwu small adorn article enterprise often appears the problem of marketing channel including channel conflict analysis reasons and countermeasures are put forward. Although the Yiwu small adorn article enterprise marketing channel strategy has much to recommend it, the problems also nots allow to ignore, because of improper channel strategy affect a lot of enterprise's normal development. So it is necessary to Yiwu small adorn article market marketing channel for further discussion. To expand the market share, create domestic and international famous brand to lay a solid foundation.
Key words: Yiwu small adorn article enterprise； Marketing channel research； Channel conflict
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