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1、厦门市爱登堡服饰有限公司渠道推广策划摘要21世纪对于中国来说,是一个高速发展时期,同时也是个激烈竞争的时代。面对激烈的竞争环境,如何取得、维护竞争优势成为本世纪的企业共同面临的课题。在商业流通企业中,渠道推广是企业营销推广中极为重要的一个环节,运作顺畅与否直接关系产品在市场上的流通状况,以及在整体策略上是否能策应对消费者的拉动。本文通过对爱登堡服饰进行了详细的二手资料收集,以及市场分析,针对长宽渠道推广进行优劣研究,并进行分析企业历史以及渠道推广的可行性,对厦门服装市场进行了市场调研,得出其推广的渠道相对的市场优势,此外,结合渠道管理的相关知识,对爱登堡进行渠道推广策划,升华其
2、渠道开发。本策划根据渠道推广策划构架,首先对策划的手段、意义、目的等进行初步分析,并且结合渠道推广相关理论知识,对增加中间商进行优劣势分析,洞悉增加渠道中间商的市场问题,并且推广的局限性,以及推广能给企业带来何种效益,何种发展程度。其次需要对企业内部进行如何的组合,相互协调,以力求达到更大的效益,拟定了一系列详细的策划文本。关键词:爱登堡服饰渠道推广39ThechannelsforpromotionandplaningbyxiamenAdenburgClothingLimitedCompanyAbstract21centuryforChina,isahighgrowthstag
3、e,atthesametimealsoisafiercecompetitionoftheera.Inthefaceofthefiercecompetitionenvironment,howtogetandmaintenanceofacenturyofenterprisecompetitiveadvantagebefacingsubject.Commercialcirculationintheenterprise,thepromotionenterprisemarketingchannelisacruciallink,smoothoperationornotdirectlyrel
4、atedproductsonthemarketcirculationconditions,andintheoverallstrategyistopulltheconsumersincoordination.Thisarticlethroughtolovedressupindetailatthesecondarydatacollection,andmarketanalysis,inviewofthelongtradepromotionforqualityresearch,andanalysisenterprisehistoryandtradepromotion,thefeasib
5、ilityofxiamenclothingmarkettothemarketresearch,andobtainthepromotionchannelsrelativemarketadvantages,inaddition,combinedwiththechannelmanagementknowledge,tolovetochannelonfortpromotionplanning,sublimatetheirchannelsdevelopment.Thisplanningaccordingtochannelpromotionplanningframework,firstofp
6、lanningmeans,significance,andthepurposeofthepreliminaryanalysis,andcombinedwithtradepromotionrelatedtheoryknowledge,toincreasethemiddlemenanalysistheadvantagesanddisadvantages,increasethemarketmiddlemenintochannels,andthelimitationofthepromotion,andpromotecanbringstotheenterprisewhichbenefit
7、s,whatkindofdevelopmentdegree.Youneedtheinsideoftheenterprisehowtocombination,coordination,tostrivetoachievegreaterefficiency,anddrawupaseriesofdetailedplanningtext.Keywords:EenboSemirPromotionChannels39目录1绪论31.1策划对象31.2策划课题31.3策划条件及目的42策划体系设计与执行52