山东五征集团营销渠道研究摘要随着我国经济水平的提高，消费者的生活水平也在不断提高，汽车的拥有量也在不断增加，国家推出惠农政策，对农业、农民的问题给予高度重视，随着第二产业的发展，遗留的环境问题也提上日程，但我国的相关企业发展却并不理想，除却自身产品的问题，营销方面也亟待改善，尤其是营销渠道的选择和发展。因此，研究山东五征集团营销渠道方面存在的问题，提出改进建议和保障措施是一个值得研究的选题。本文以山东五征集团为研究对象，本文通过具体使用文献研究法、问卷调查法、案例分析法的研究方法，结合市场营销的专业理论知识，对五征集团的市场现状、营销渠道存在的问题进行研究，营销渠道问题从直接渠道、间接渠道、网络渠道三个方面来分析，直接渠道方面是营销人员和推销的问题，间接渠道是渠道成员管理和渠道促销的问题，网络渠道是第三方网站和网络直播间的问题，结合五征集团的实际情况来帮助五征集团解决营销渠道问题，提供营销渠道改进建议。从转变营销理念、健全组织结构、拓展分销渠道、加强渠道培训四个方面给予五征集团相关建议。关键词：山东五征集团；营销渠道；市场环境；IAbstractWiththeimprovementofourcountryeconomylevel,consumersarealsoconstantlyimprovethelivingstandards,thecarownershipisalsoincreasing,thenationallaunchoffavorablepolicies,giveattachesgreatimportancetotheproblemofhowtoagriculture,farmers,alongwiththedevelopmentofthesecondaryindustry,alegacyofenvironmentalconcernsarealsoontheagenda,butrelatedenterprisedevelopmentinourcountryisnotideal,despiteitsownproducts,marketingalsoneedtobeimproved,especiallytheselectionanddevelopmentofthemarketingchannel.Therefore,itisaworthytopictostudytheproblemsexistinginmarketingchannelsofshandongwuzhenggroupandputforwardimprovementSuggestionsandsafeguardmeasures.Thispaper,takingshandongwuzhenggroupastheresearchobject,thisarticlethroughtheconcreteuseofliteratureresearch,questionnaireinvestigation,caseanalysis,theresearchmethods,combinedwiththemarketmarketingprofessionaltheoryknowledge,forfiveofthegroupinthemarketsituationandtheproblemsexistinginthemarketingchannels,marketingchannelsproblemsfromdirectchannelsandindirectchannels,networkthreeaspectstoanalyzeanddirectchannelisthemarketingpersonnelandmarketingproblems,indirectchannelisthechannelmembermanagementandchannelsales,networkchannelistheissueofthird-partywebsitesandwebstudio,incombinationwiththepracticalsituationoffiveofthegroupinthefivecharactergrouptohelpsolvetheproblemofmarketingchannels,ProvidemarketingchannelimprovementSuggestions.Fromthefouraspectsofchangingthemarketingconcept,improvingtheorganizationalstructure,expandingthedistributionchannels,andstrengtheningthechanneltraining,wegiverelevantSuggestionstowuzhenggroup.Keywords:ShandongWuzhenggroup;marketingchannels;marketcircumstances;II目录摘要..............................................................................................................................................IAbstract........................................................................................................................................II第1章绪论..................................................................................................................................11.1研究的背景、目的及意义...............................................................................................11.1.1研究的背景.............................................................................................................11.1.2研究的目的及意义......................................
