M公司营销渠道优化管理研究摘要随着经济和社会的快速发展，经济全球化时代的到来，各行业的市场竞争更加激烈，每个企业面对严峻的市场形势，都需要制定并实施适合自身的市场营销和渠道管理策略。基于这一背景，本文以M公司为具体案例，对其营销渠道的优化进行研究。本文在市场营销与渠道的相关理论基础上，分析M公司在渠道管理中存在的问题，并针对性地提出解决方案，并对M公司所处行业的营销手段升级也提出建设性的意见，重点提出了M公司营销渠道管理优化方案。关键词：营销渠道；优化方案；代理商IAbstractWiththerapiddevelopmentofeconomicandsocial,theadventoftheeraofeconomicglobalization,themoreintensemarketcompetition,fromallwalksoflifetoeveryenterpriseinthefaceoftoughmarketsituation,allneedtodevelopandimplementsuitablefortheirownmarketingandchannelmanagementstrategy.Basedonthisbackground,thispaperM,forspecificcase,studytheoptimizationofthemarketingchannel.Inthispaper,basedonrelevanttheoriesofmarketingandchannel,theanalysisofMcompanyinchannelmanagementproblems,andputsforwardthesolution,andthemarketingofMcompany'sindustryupgradingandputforwardconstructiveSuggestions,focusonoptimizationofMcompanymarketingchannelmanagementisproposed.Keywords：Marketingchannels;Optimization;TheagentII目录摘要.................................................................................................................................................IAbstract..........................................................................................................................................II第1章绪论.....................................................................................................................................11.1研究背景与意义.................................................................................................................11.2国内外研究现状.................................................................................................................21.2.1国外研究动态..........................................................................................................21.2.2国内研究动态..........................................................................................................41.3研究方法和思路.................................................................................................................71.4论文的内容与结构.............................................................................................................7第2章营销渠道管理的相关理论.................................................................................................92.1营销渠道概述...................................................................................................................92.1.1营销渠道的涵义...................................................................................................92.1.2营销渠道的类型...................................................................................................92.1.3营销渠道的作用.................................................................................................102.1.4营销渠道的构成成员.........................................................................................112.2营销渠道管理概述.........................................................................................................132.2.1营销渠道管理的概念和特点............................................................................
