目录
一、企业营销渠道的内涵及重要意义·····························2
二、企业营销渠道的建立与管理·································2
（一）企业营销渠道的建立·····································2
1、企业应首先中式营销渠道的设计······························2
2、营销渠道的质量与企业所选择的中间商质量密不可分············2
3、企业要仔细制定渠道协议····································2
（二）企业营销渠道的管理·····································2
1、企业对中间商的管理········································2
2、企业对营销渠道冲突的管理··································3
三、环境对企业营销渠道的影响及策略···························3
（一）企业在宏观环境下所受的影响与策略·······················3
（二）企业在微观环境下所受的影响与策略·······················3
四、新时代网络时代营销渠道的冲突与互补·······················3
（一）网络分销相较于传统分销的优势···························3
（二）网络分销相较于传统分销的劣势···························4
1、 效率和效果方面的冲突·····································4
2、社会和心理方面的反差······································4
五、企业结合传统与新兴的营销渠道将成为未来占据市场的有力武器·4
参考文献………………………………………………………………………5
企业营销渠道的内涵及重要意义
关于营销渠道的内涵，有多种描述：市场营销学权威菲利普·科特勒指出：“营销渠道是指某种货物或劳务从生产者向消费者移动时，取得这种货物或劳务所有权或帮助转移其所有权的所有企业或个人;美国市场营销协会(AMA)认为营销渠道是企业内部和外部的渠道成员和经销商(批发和零售)的组织机构，通过这些组织，产品或劳务才得以在市场销售;美国学者伯特·罗森布罗姆将营销渠道定义为与企业外部关联的、达到企业分销目的的经营组织;哈佛商学院两位营销学教授Slywotzky和AdrianJ.认为营销渠道是指“一个企业的整体运作，包括如何选择顾客，确定和区分顾客反应，定义自身的任务和外包的内容，确认其资源，进入市场，是一个为顾客提供效用和在活动中获得利润的整体系统。”简单地说，营销渠道就是商品和服务从生产者向消费者转移过程的具体通道或路径
