佳通公司营销渠道策略研究  

Research on GITI Tire Corporation's Marketing Channel Strategies

作　　者：黄继胜[1] 

机构地区：[1]安徽机电职业技术学院,安徽芜湖241002

出　　处：《黄山学院学报》2013年第4期42-45,共4页Journal of Huangshan University

摘　　要：佳通公司现有的营销渠道是通过代理商这一单一渠道,缺乏系统的、全面的、有针对性的营销渠道管理策略,没有控制渠道的零售终端,主要问题表现在:市场定位过宽,渠道控制力不强;营销手段同质化,渠道冲突时有发生;客户关系管理维护创新不够,营销渠道尚需优化。佳通公司营销渠道策略可以通过建立区域批发制和零售终端制相结合的渠道网络、直接建设终端零售店和建立间接控制二级零售店来实现。At present, the only marketing channel in GITI Tire Corporation is through agents, thus lacking systematic, comprehensive and targeted management strategy and having no retail terminal to control the channel.The main problems are： the too wide market positioning leads to weak marketing channel control; the identical marketing strategy leads to frequent channel conflicts; the management and maintenance of customer relationship lacks innovation; and the market channel still needs to be optimized. The marketing channel strategy of GITI Tire Corporation can be realized through the establishment of channel network with a combination of regional wholesale and retail terminal, the construction of direct terminal retail stores and the establishment of indirect secondary retail stores.

关 键 词：市场营销 渠道策略 批发商 终端零售商 

分 类 号：F274[经济管理—企业管理]