近年来,随着我国国民经济的快速发展,人们的可支配收入较以往已经有了很大的

提高,人们的生活品质也得到极大提升,随之而来的是国内消费市场对于家纺产品的极

大的消费需求。总的来讲,我国的家纺行业在过去的一段时间里得到了长足的发展,但

是与国外发展成熟的市场相比较,我国家纺行业可以说仍然仅仅是处于品牌发展初期。

一方面,如今消费者对产品的质量、款式和风格等的要求上愈来愈高;另一方面,国内

家纺行业竞争也越来越大。如何能够在这样的时代背景下生存下来并且获得良好发展已

经是国内家纺行业面临的共同问题,营销渠道,这个可以说是影响各个家纺行业发展命

脉的关键要素之一,已经成为了家纺企业争相占领的重要“领地”。

本研究的对象是我国家纺行业的一家知名企业,上海罗莱家纺有限公司。在研究过

程中,本文首先对选题背景、依据等做了阐述,并且对渠道管理相关理论做了详细介绍;

在之后的研究工作中,本文对上海罗莱家纺公司的概况做了一个基本的解说,在这部分

的后面内容之中笔者对于公司发展一些机遇与挑战等做了个大致的分析。接下来的一部

分是罗莱家纺公司营销渠道的现状研究,在这一部分笔者对该公司营销渠道的现状和问

题做了细致的归因分析;最后,是本研究对于罗莱家纺公司营销渠道的设计及对策研究。

笔者希望,本研究及相关结论能够对该公司正在进行的或者将要制定的营销渠道策略提

供一些参考。

关键词:罗莱家纺营销渠道

Abstract

In recent years,with the rapid development of China's national economy,people's

disposable income than in the past has been greatly improved,the quality of people's lives

have been greatly improved, followed by a domestic consumer market for textile products

great consumer demand. Generally speaking,China's textile industry in the past period of

time has been considerable development, but with foreign developed markets compared to

China's textile industry can be said to be still in its infancy only brand development. On the

one hand,and now the consumer of the product quality, style and style of the rising demand ;

the other hand, the domestic textile industry, competition is growing. How to survive and get

a good development in this background is already a common problem faced by tiie domestic

textile industry,marketing channels,this can be said to be one of the key factors affecting

the development of textile industry, the lifeblood of the individual,has become a textile

companies competing important occupied territory

Object of this study is China's textile industry, a well-known enterprises,on Textile Co.,

Ltd. . During the study,the paper firstly the background, such as are described in detail in

accordance with,and to channel management theory introduced in detail ; in subsequent

research work in this paper, an overview of the textile company made a basic explanation in

the back part of the contents of this author among some of the company's development

opportunities and challenges made a rough analysisThe next part is to study the status of the

Carolina textile company marketing channels,in this part of the author of the current

situation and problems of marketing channels to do a detailed attribution analysis ; Finally,

the study of marketing channels for Carolina textile design and Countermeasures Research ■ I

hope that this research and related conclusions can provide some reference to the company's

ongoing or will be developed marketing channel strategy .

Keywords : Carolina textile Marketing channels