摘要在当前的市场环境下，如何在现有的营销渠道进行改进和创新，建立了高效的营销渠道，是企业营销过程中必须解决的重要环节。在今天的社会主义市场经济体制，企业大多采用渠道销售为主要营销模式。频道选择直接影响其营销策略，但随着市场环境的变化，传统的渠道模式已不能适应新形势的需要，企业需要根据自身的发展，以及行业激烈的市场竞争中不断调整渠道模式，以使企业的销售额持续增长，推动企业快速发展。营销渠道是连接生产商与最终用户之间的联系，销售为一体的基本要素，为企业发展战略建设起着至关重要的作用。关键词：营销渠道；渠道模式；改进与创新AbstractInthecurrentmarketenvironment,howintheexistingmarketingchannelsofimprovementandinnovation,establishingtheefficientmarketingchannel,istheenterprisethemarketingprocessmustsolveimportantsegment.Intoday'ssocialistmarketeconomicsystem,theenterpriseisusedmostlychannelsalesasthemainmarketingmodel.Channelselectiondirectlyaffectsitsmarketingstrategy,butalongwiththechangeofmarketenvironment,thetraditionalchannelmodecannotmeetthedemandsofthenewsituation,theenterpriseneedstoaccordingtothedevelopmentofitself,andtheindustrythefiercecompetitioninthemarketcontinuouslyadjustchannelmode,inordertomaketheenterprisesalesgrowth,andpromoteenterprisedevelopment.Marketingchannelistheconnectionbetweenmanufacturersandendusersofcontact,sales,asoneofthebasicelements,forenterprisedevelopmentstrategyconstructionplaysavitalrole.Keywords:marketingchannel;Channelmode;Improvementandinnovation目录1绪论.........................................................11.1研究背景.........................................................11.2研究意义.........................................................11.3文献综述.........................................................12营销渠道的概述及要素.........................................32.1营销渠道概念.....................................................32.2营销渠道的要素...................................................33企业现有的营销渠道...........................................43.1差异化营销模式...................................................43.2核心竞争力营销模式...............................................43.3蓝海战略营销模式.................................................54现有营销渠道问题分析.........................................64.1消费者的需求呈现出个性化和多样化的特点.............................64.2在营销渠道竞争.....................................................64.3中小企业渠道控制能力弱，渠道成员选择权少...........................64.4中小企业品牌影响力小，渠道推力不足.................................65企业营销渠道的发展方向.......................................75.1必须直接营销渠道.................................................75.2加强营销渠道整合.................................................75.3加强直接零售短渠道营销模式.......................................75.4零售终端的实力，大型零售企业积极争取市场优势.....................85.5电子营销渠道成为营销渠道创新.....................................86总结.........................................................9致谢..........................................................10参考文献......................................................111绪论1.1研究背景营销渠道是连接企业与市场的桥梁，沟通产品与顾客的桥梁。企业生产出来的产品，通过这个桥梁才能走进市场与顾客见面，才能走进消费领域，没有这个桥梁，也就没有销售。在现代社会市场经济制度下，企业大多采用渠道营销作为主要营销模式。渠...
