摘要营销渠道是企业的一种战略资源，在现在科技、经济快速发展的当代社会简单地营销策略（4p）并不能够使企业轻松地站到市场顶端，所以对于营销渠道的把握就成了现在企业的物流的基础。营销渠道是企业把产品向消费者转移的过程要经历的环节通路。它的组成部分一般拥有制造商、中间商（经销商）、最终消费者。营销渠道的建立是一个企业最重要的环节，现在也是决定最终胜负的关键。70096

   本文对国内外的相关文献进行了整理，同时也对理论内容做了简单回顾。简单地介绍了营销渠道的相关概念、环境、直接和间接渠道、渠道的管理方法等。以这些相关的理论作为依据剖析了金红叶纸业的营销策略和营销渠道出现的一些问题，通过问卷调查的数据运用了回归分析、频数分析等作为这些问题的依据。得出上海金红叶的渠道过于单一适应不了现在的市场发展。上海金红叶必须增加网络营销模式也就是直接渠道模式，以此来提升它的企业竞争力。

   总而言之，上海金红叶纸业作为上海纸业营销渠道研究的一个简影，要积极的发展新型营销渠道不能局限于传统的制造业所采取的间接营销渠道，要两者兼顾。

毕业论文关键词： 营销渠道  经销商 渠道模式 金红叶纸业

Research on Marketing Channel of Shanghai Paper Industry

Abstract Marketing channel is a strategic resource of enterprises, in the current technology, rapid economic development of modern society, simple marketing strategy (4p) does not allow enterprises to easily stand on the top of the market, so the grasp of the marketing channel has become a business The basis of the logistics. Marketing channel is the enterprise to the product transfer to the consumer process to go through the link. Its components generally have the manufacturer, the middleman (the dealer), the final consumer. The establishment of marketing channels is the most important part of an enterprise, and now is the key to the final outcome.

   In this paper, the relevant literature at home and abroad were sorted out, but also a brief review of the theoretical content. A brief introduction to the marketing channel related concepts, the environment, direct and indirect channels, channel management methods. Based on these related theories, this paper analyzes the marketing strategies and marketing channels of Gold hongye Paper, and uses the regression analysis and frequency analysis as the basis of these problems through the questionnaire survey data. The Shanghai golden leaves of the channel is too single can not adapt to the current market development. Shanghai Gold Hongye must increase the network marketing model is the direct channel model, in order to enhance its business competitiveness.

   All in all, Shanghai Gold Hongye Paper as a research channel of Shanghai paper marketing channel, to actively develop new marketing channels can not be confined to the traditional manufacturing industry to take the indirect marketing channels to both.

Key words:Marketing channel  Dealer  Channel model  Gold Hongye Paper

目录

一、引言 1

（一）论文的研究背景和意义 1

（二）国内外研究状况 3

（1）营销渠道框架文献观点 3

（2）营销渠道行为文献观点 3

（3）营销渠道间关系文献理论