摘要
本文在回顾渠道权力理论相关文献的基础上,深入分析我国家具业内销渠道网络建设受阻的原因,并有针对性地提出了家具业内销网络建设的一般路径。本文的研究将为我国家具企业争取渠道权力、正确处理供销关系进而拓宽内销渠道网络、打开国内市场提供理论依据。希望对正徘徊在国门内外的家具企业有一定的启发,对于其他出口转内销的产业也同样能起到某种程度上的借鉴作用。
Based on literature related to channel power theory review, the paper analyzes deeply the blocked causes of the domestic channel network construction of China＇s furniture industry, and puts forward a general path to domestic network construction. This study will provide China＇s furniture enterprises with the theory basis to gain channel power, correctly manage the relationship with dealers and broaden the domestic channel network, so as to open the domestic market. Hope that the furniture enterprises wandering home and abroad can get certain inspiration, for other originally expert-oriented and then domestic-saleswitched industries can also use it for reference.
出处
《江苏商论》
2012年第7期18-21,41,共5页
Jiangsu Commercial Forum
基金
浙江省自然科学基金资助项目(Y6110313)
关键词
营销渠道权力
家具产业
国内销售
渠道网络建设
marketing channel power
furniture industry
sales in domestic market
channel network construction
