| 我国润滑油营销渠道问题及对策研究 |
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| 引用本文： | 王顺江.我国润滑油营销渠道问题及对策研究[J].科技与管理,2011,13(1):69-72. |
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| 作者姓名： | 王顺江 |
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| 作者单位： | 中国石化销售有限公司,北京,100728 |
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| 摘 要： | 随着我国市场经济的快速发展，润滑油消费市场的扩大，我国润滑油营销渠道变得越来越重要。然而我国润滑油营销渠道方面存在一系列问题，在对国内外关于营销渠道理论研究综述的基础上，从营销渠道环节多，成本高、营销渠道关系过于交易化、营销渠道管理不得力、营销渠道网络不健全4个方面分析了我国润滑油营销渠道中存在的问题，并在借鉴国际大品牌润滑油营销渠道管理经验的基础上，结合我国实际情况，从构建扁平化营销渠道、建立伙伴型营销渠道关系、加强终端控制、拓展销售网络4个方面提出了相应的解决措施。
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| 关 键 词： | 润滑油 营销渠道 扁平化 |
Research on the problems and strategies in Chinese lubricant marketing channel |
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| WANG Shun-jiang.Research on the problems and strategies in Chinese lubricant marketing channel[J].Science-Technology and Management,2011,13(1):69-72. |
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| Authors: | WANG Shun-jiang |
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| Institution: | WANG Shun-jiang (SINOPEC Sales Co.,Ltd,Beijing 100728,China) |
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| Abstract: | Chinese lubricant marketing channel is becoming more important than ever with the high speed of the market of our country and the expansion of our lubricant market.There are a series of problems that our lubricant marketing channel is confronting.This paper analyzes those problems from four aspects based on domestic and international theoretical foundation of marketing channel:too many levels and high cost in marketing channel,the commercialized relationship of the marketing channel,the deficient management... |
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| Keywords: | lubricant marketing channel flat |
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