1、 I 中小企业出口营销渠道研究 以 X 公司为例 摘 要 麦卡锡的营销理论提出营销组合是指产品(product)，价格(price)，渠道(place)和促销 (promotion)及他们的组合。一直以来,在实践 4P(Product,Price,Place,Promotion)组合时因 忽视渠道建设和管理而出现问题的企业层出不穷，许多企业对于变化多端的市场无所适 从。企业的发展不仅取决于能生产多少适销产品，更取决于能将多少商品顺利地营销出 去，即流通能力，流通已成为经济运行的先导力量。因此，从理论和实际两方面重新审 视中小企业的渠道拓展和沟通已经成为必要。 全文以 X 公司为例：首先，结合市
2、场营销理论以及市场动态分析，从营销渠道构建 的综合分析到渠道发展中策略目标的确定，再到渠道扩展中具体的拓展步骤，为中小企 业构建渠道并创造渠道价值提供了具体的操作方法。其次，结合先进的营销学理论，探 讨 X 公司营销渠道系统的管理和优化， 在市场调查和实践基础上对适用的各种营销渠道 模式进行求证分析。最后，文章提出了对于 X 公司营销渠道的调整和有效可行的建议， 如专卖店营销渠道策略，超级终端渠道策略，逆向的批发零售渠道策略等，并给出了面 向渠道的网络平台建设的构想。对于中小企业完善渠道体系、制定渠道模式、进行出口 营销以及形成高效渠道沟通的实践具有一定的指导和借鉴意义。 关键字关键字： 中小
3、企业； 出口营销； 渠道 II Discussions On The Export Marketing Channel of Medium and Small Sized Enterprises Abstract McCarthys marketing theory proposed that the marketing combination is refers to product(product),price(price),channel(place) and promotes sales(promotion)，four essential factory and their combi
4、nationBut since continuously, when has implemented the 4P (product、place、promotion) combination because of the neglect channel construction and the management has the problem the enterprise to emerge one after another incessant enterprises are at a loss how to proceed regarding the changeable market
5、In the plan economy changes the market economy in the process，various trades and occupation marketing system had the profound transformation，enterprises development has not only been decided in can produce how many marketable products，but was decided in can exit smoothly how many commodity marketing
6、，Was decided in the flow capacity，the circulation has become the economical movement the forerunner strength，will compete for the market terminal，the creation customer competition will be very intense Especially in the economic globalization today it is necessary to recap the function and effect of dealers and partnership from the aspect of theory and practice For showing the channel thinking and methods of how to build up the competitor ship in SMB we compose the points of view in a p
