上海星饰居国际贸易有限公司营销渠道策划研究摘要：中国是一个贸易，过去十年间，我国贸易总产值和市场的总规模都在高速增长。贸易产业的高速发展给我国的贸易企业带来了巨大的机会。但是随着国家对外开放的不断推进和深入，贸易分销市场的进一步开放，我国的贸易企业同样正在面临着前所未有的竞争和挑战。贸易企业如何能在激烈的竞争中站稳脚跟，如何能快速适应市场和政策的变化，如何能抓住改革开放的良好契机，实现企业的快速发展呢?面对市场政策变化快的矛盾，越来越多的贸易企业已经把工作重点放在营销渠道的建设上。渠道建设己成为贸易企业生存发展的重要因素。如何建立与贸易企业产品特点、自身资源和未来发展规划相匹配的灵活、有效的营销渠道模式，已成为摆在每个贸易企业面前亟待解决的问题。上海星饰居国际贸易有限公司现有的营销渠道出现了渠道模式混乱、渠道控制不力、销售人员老化、经销商信誉度差、渠道成员忠诚度弱和经销商选择和更换标准不合理等问题已经不能适应市场的变化、公司资源和未来发展的要求。因此，如何根据公司资源和规划，公司的产品特点，选择和设计一个完善、畅通、髙效、控制得力的营销渠道，并有效地实施和管理，对于上海星饰居国际贸易有限公司来说是一个关乎成败的问题。关键词：营销渠道；经营环境；分销渠道；问题；调整与改进1Abstract: China is a trading country. In the past ten years, the total output value of China's trade and the total size of the market have been growing rapidly. The rapid development of trade industry brings great opportunities to China's trade enterprises. However, with the deepening of China's opening-up and the further opening of the trade and distribution market, China's trade enterprises are also facing unprecedented competition and challenges. How can trade enterprises gain a firm foothold in the fierce competition, how can they quickly adapt to changes in the market and policies, how can they seize the good opportunity of reform and opening up, and realize the rapid development of enterprises? Faced with the contradiction of the rapid change of market policies, more and...
