西安美联英语的分销渠道应用和研究对策摘要：分销是连接企业和消费者的纽带，是保证产品能够进入市场的重要环节。美联英语在英语培训市场上具有传统优势，但是随着国内本土企业近年来在英语培训管理方面人才和技术的高速发展，行业中各公司的位置正发生着变化。像美联英语这样的传统型企业的优势已不再明显而劣势正逐渐显现，本土新兴公司由于技术手段和管理方式新颖正迅速的分割着英语培训市场的蛋糕。因此，对于以美联英语为代表的传统企业必须变革管理思路和方式，提升技术水平，探索出新的适应市场需求的发展战略。本文以美联英语品牌服务分销渠道发展为背景，着重从分销渠道的结构，定价，考核，激励，内部管理等方面分析了美联英语渠道现状，找出其存在的问题并进行了原因分析，从渠道结构，渠道成员和内部渠道管理方面对分销渠道进行优化，使其分销系统更完善，提升美联英语的综合竞争力。期望本文的研究成果能够为国内同类型企业的分销渠道优化改进提供有益的借鉴。关键词：营销；分销渠道；战略合作；SWOT;分销商TheApplicationofDistributionChannelinXi'anmetenEnglishanditsResearchCountermeasuressummary：Distributionisthelinkbetweenenterprisesandconsumersandanimportantlinktoensurethatproductscanenterthemarket.metenEnglishhasatraditionaladvantageinEnglishtrainingmarket,butwiththerapiddevelopmentoftalentsandtechnologyinEnglishtrainingmanagementindomesticenterprisesinrecentyears,thepositionofcompaniesintheindustryischanging.TheadvantagesanddisadvantagesoftraditionalenterprisessuchasmetEnglisharenolongerobviousandthelocalcompaniesarerapidlydividingthecakeoftheEnglishtrainingmarketbecauseoftheirnewtechnologyandmanagement.Therefore,thetraditionalenterprisesrepresentedbyAmericanUnionEnglishmustchangetheirmanagementideasandmethods,improvetheirtechnicallevel,andexploreanewdevelopmentstrategytomeettheneedsofthemarket.BasedonthedevelopmentofAmericanEnglishbrandservicedistributionchannel,thispaperanalyzesthepresentsituationofAmericanAllianceEnglishchannelfromtheaspectsofdistributionchannelstructure,pricing,examination,incentiveandinternalmanagement,andfindsouttheexistingproblemsandcauses.Thispaperoptimizesthedistributionchannelfromtheaspectsofchannelstructure,channelmembersandinternalchannelmanagement,makesitsdistributionsystemmoreperfect,andpromotesthecomprehensivecompetitivenessofAmericanEnglish.Itisexpectedthattheresearchresultsofthispapercanprovideusefulreferencefortheoptimizationandimprovementofdistributionchannelsofdomesticenterprisesofthesametype.Keywords:marketing;distributionchannel;strategiccooperationSWOT;distributor目录1绪论....................................................................................................................６1.1研究背景..................................................................................................６1.2研究意义..................................................................................................６2相关概述............................................................................................................６2.1分销渠道概述..........................................................................................６2.1.1分销渠道的定义...............................................................................６2.1.2分销渠道的结构...............................................................................７2.2分销渠道管理的含义..............................................................................７2.3美联英语简介......................................................
