中小企业间营销渠道共享模式研究摘要现在，在我国中小型企业的发展直接受企业营销渠道的拓展力度的影响。品牌缺乏影响力，没有很强的渠道能力，这是大部分中小型企业在运营渠道管理中存在的很明显的问题。因而，为了加强中小型企业的营销渠道运营能力，提升中小型企业的竞争力，中小型企业间就需要采取营销渠道共享的模式。本文将主要探讨中小型企业采取的利益共享、信息共享营销渠道和营销渠道联盟。并就中小企业如何采取最适应的营销渠道模式和面对营销渠道冲突困境中小企业该如何应对这两个问题进行进一步的探讨。关键字：竞争力、营销渠道、共享模式、营销联盟ModelofMarketingChannelSharingAmongSmallandMediumEnterprisesAbstractNow,theexpansioneffortsinthedevelopmentofsmallandmedium-sizedenterprisesdirectlybytheenterprisemarketingchannel.Lackofbrandinfluence,nostrongchannelcapacity,whichismostofthesmallandmedium-sizedenterpriseoperatinginthechannelmanagementinthepresenceofaveryobviousproblem.Therefore,inordertostrengthenthesmallandmedium-sizedenterprisemarketingchanneloperationability,enhancethecompetitivenessofsmallandmediumenterprises,smallandmediumenterpriseswilltakethemarketingchannelsharingmode.Thispaperwillfocusonsmallandmediumenterprisestotakebenefitsharing,informationsharingmarketingchannelsandmarketingchannelalliance.Andsmallandmedium-sizedenterpriseshowtoadapttothemarketingchannelmodeofmarketingchannelconflictandfacingdifficultiesofsmallandmediumenterprisesshouldfurtherexplorehowtodealwiththesetwoproblems.Keywords:competitiveness,marketingchannels,marketingalliance,sharingmodel目录第一章绪论…………………………………………………………………………11.1研究背景及意义………………………………………………………………11.1.1研究背景和现状………………………………………………………11.1.2研究意义………………………………………………………………11.2研究方法………………………………………………………………………21.2.1文献分析法……………………………………………………………21.2.2理论分析法……………………………………………………………21.2.3系统分析法……………………………………………………………21.3研究理论基础...
