渠道改革对企业的重要性研究——以浙江荣华特色农产品公司为例工商管理专业

渠道改革对企业的重要性研究——以浙江荣华特色农产品公司为例 目录 1 引言 ...................................................................................................................................................... 1 1.1 选题背景 ..................................................................................................................................... 1 2 文献综述 ............................................................................................................................................ 1 2.1 国内文献 ..................................................................................................................................... 1 2.2 国外文献 ..................................................................................................................................... 2 2.3 文献综评 ..................................................................................................................................... 2 3 浙江荣华公司原有渠道分析.............................................................................................................. 2 3.1 原有渠道策略及概况 ................................................................................................................. 2 3.2 存在的问题 ................................................................................................................................. 4 4 浙江荣华公司渠道策略优化方案 ...................................................................................................... 6 4.1 浙江荣华公司渠道模式的优化 ...................... .......................................................................... 6 4.2 浙江荣华公司渠道结构的优化 ..................................................................................................8 4.3 浙江荣华公司渠道关系的优化 ................................................................................................. 8 5 渠道改革效果评估 .......................................................................................................................... . 9 5.1 实施障碍分析 ............................................................................................................................ .9 5.2 实施过程 ..................................................................................................................................... 9 5.3 效果评估 .................................................................................................................................... 13 6 结论 ................................................................................................................................................... 12 参考文献 ......................................................................................................................................... 14 致 谢 ............................................................................................................................................. 16 渠道改革对企业的重要性研究 ——以浙江荣华特色农产品公司为例 摘 要：在中央政府和地方政府的支持下，在浙江人民的不懈努力下，浙江地区农业特色产业初步形成了“五带十四区”的特色农产品区域布局。但却存在浙江农产品难卖、滞销等问题，同时，互联网的快速普及，消费者趋向于个性化需求，传统的农产品营销体系受到挑战。营销渠道作为营销体系的核心环节，能够有效平衡产品买卖供需关系，是发展浙江农业的关键所在。本研究选取浙江荣华特色农产品公司营销渠道策略作为研究对象，采用文献研究法、案例研究法、定性分析法，对浙江荣华特色农产品公司产品营销渠道问题进行研究，从营销渠道结构模型进行渠道改革设计，并对实施效果进行评估，可以看出，浙江荣华特色农产品公司市场占有率提到提升；营销渠道结构得到优化；营销渠道关得到改善。本研究为浙江荣华特色农产品公司建立科学的营销渠道提供参考，也为其他相关企业营销渠道优化提供有益借鉴。 关键词：特色农产品;营销渠道改革;策略优化 Research on the importance of channel reform to enterprises -- take zhejiang ronghua featured agricultural products company as an example Abstract：With the support of the central government and local governments, and with the unremitting efforts of the people of zhejiang, the agricultural characteristic industries in zhejiang have initially formed the regional layout of characteristic agricultural products in the "five belt and fourteen districts". However, zhejiang agricultural products are difficult to sell, unsalable and other problems. At the same time, the rapid popularization of the Internet, consumers tend to personalized demand, the traditional agricultural products marketing system is challenged. As the core link of the marketing system, marketing channel can effectively balance the supply and demand of products, which is the key to the development of zhejiang agriculture. This research takes zhejiang glory characteristic agricultural products marketing channel strategy as the research object, using literature research, case study, qualitative analysis, the company product marketing channel of agricultural products of zhejiang glory characteristics are studied, based on marketing channel strategy marketing channel structure model, optimization design, and the marketing channel of the optimized effect evaluation, it can be seen that zhejiang glory characteristic agricultural products market share referred to ascend; Marketing channel structure is optimized; Marketing channels have been improved. This study provides a reference for zhejiang ronghua featured agricultural products company to establish