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Research on the Model of Marketing Channel Changes in Ceramics of Zhuzhou Hualian

Author: XiongMin
Tutor: GuoXinHua
School: Xiangtan University
Course: Business Administration
Keywords: Ceramics Marketing channels Channel change Channel management
CLC: F426.71
Type: Master's thesis
Year: 2011
Downloads: 49
Quote: 0
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Abstract


In recent years, with China's economic development , people 's living standards improve , daily-use ceramics have received more and more consumers . The same time, with the expansion of Chinese ceramics market openness , the degree of competition between the various enterprises increasingly fierce , corporate marketing channel there is a greater change the channel model change has become a key point of the ceramic Marketing Innovation , marketing channel mode changes in the ceramic plays an increasingly important role in the competition among enterprises . Therefore, the study Zhuzhou Hualian Porcelain marketing channel mode change has important theoretical and practical significance . This paper, a more systematic , more in-depth study of the the Zhuzhou Hualian Porcelain marketing channel model , and in accordance with the Zhuzhou Hualian Porcelain ceramics for daily business operations of survey data in 2008-2010 , in the study Zhuzhou Hualian Porcelain ceramics marketing channels on the basis of the advantages and disadvantages and the advantages and disadvantages of , Zhuzhou Hualian Porcelain marketing channels change , the implementation of the process and safeguards . This paper first describes the marketing channel management theory ; Second, it analyzes the Zhuzhou Hualian Porcelain existing marketing channels environment , opportunities and threats , as well as the existing marketing channels in the marketing process problems and their causes ; Then, depending on channel management theory, Zhuzhou Hualian Porcelain marketing channel mode change guiding ideology , principles and optimization of the specific content , and marketing channels of the two sub- brand \Hualian Porcelain Zhuzhou marketing channel mode change implementation process and safeguards . Less for the ceramic industry marketing channel mode change reality , combined with the actual situation of Zhuzhou Hualian Porcelain marketing channels change program played a reference for other enterprises in the optimization of marketing channels mode reference .

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