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1、浅析中小企业的营销渠道的策略（Analysis of medium and small enterprises marketing channel strategy）Analysis of medium and small enterprises marketing channel strategyThis article mainly discusses the marketing channel strategy of small and medium-sized enterprises. And the concept of marketing channel strategy of i
2、ndustry choice and SME market positioning are discussed in detail, and on this basis put forward three new ideas for marketing channel of small and medium-sized enterprise strategic construction and the construction of marketing channels for small and medium-sized enterprises, marketing channel cons
3、truction has certain guiding significance.I. overviewMarketing channel strategy is an important component of the whole marketing system. It is of great significance to reduce the cost of enterprises and improve the competitiveness of enterprises. With the development of the market entering a new sta
4、ge, new changes have taken place in the marketing channels of enterprises, and the old channel models can not adapt to the changes in the situation. It includes the development direction of the channel, the construction and management of the distribution network, the management of the regional marke
5、t, the demand of the marketing channel, the self-control and the radiation force. The choice of enterprise marketing channels will directly affect other marketing decisions, such as product pricing. It is the same as product strategy, price strategy and promotion strategy. It is also an important me
6、ans for enterprises to successfully open up markets and achieve sales and management goals.Second, the market positioning of small enterprisesIn the market economy, the small and medium-sized enterprise has the following disadvantages: (1) small and weak, it is difficult to compete with large enterp
7、rises, and large enterprises in the competition are often at a disadvantage; (2) small and medium enterprises because of poor credit, is not easy to obtain bank loans, and less financing channels, high cost and great difficulty, (3) the small and medium-sized enterprise product variety, weak anti ri
8、sk ability; (4) the small and medium-sized enterprise management is not standardized, the system is not perfect, hinder the long-term development of enterprises. The disadvantages of small and medium-sized enterprises in Chinas small and medium industrial enterprises is widespread, become the inhere
9、nt causes of weak growth in order to avoid the disadvantages of SMEs, small and medium enterprises play the advantages and strengths, as the market positioning of small and medium enterprises:1, in accordance with the market division of labor for large enterprises supporting and collaboration.2, for
10、m a strategic alliance with other small and medium-sized enterprises on the industrial chain, and form complementary advantages.3, looking for gaps in the market, in the market gap to seek opportunities for development.Three industry choiceComparatively speaking, the strength of small and weak enter
11、prises in the channel on the possibility of a much greater breakthrough. How to design channels, will be subject to market demand characteristics, product characteristics and enterprise conditions, and many other constraints. For example, the general consumer market and the industrial market channel
12、 design, there are many differences. Generally speaking, the industry market because of the customer quantity is few, the transaction quantity is big, the frequency is low, the channel design is also relatively simple, the channel layer number is mostly one or zero. In the consumer market, there is
13、a big difference in channel design among different industries. Channel design is most common textile supplies, such as clothing. This paper mainly focuses on the channel strategy of small and medium-sized garment enterprises. Of course, no matter what enterprises do have two channels: one is the pri
14、nciple of common channel link to minimize the link, more often the competitive power is weak, more difficult to control; two is to use the competition and conflict between businesses and businesses, such as the distribution of mass merchants brand-name goods, to show their parity image generally the
15、 profits down to near zero. As a result, businessmen who are keen to make money naturally want to operate some of their products exclusively. In this regard, as long as the quality is excellent, the brand size and even have nothing to do with. Businesses are apparently hidden infighting weak enterpr
16、ise channel opportunity.Four marketing channel constructionAccording to the market positioning of small and medium-sized enterprises, small and medium-sized enterprises of strategic position and channel construction of small and medium-sized enterprises put forward new requirements, small and medium-sized enterprises should choose to direct, short, narrow, single, vertical marketing channel. The following three targeted analysis of feasible chan
