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