摘要由于服装产品和服装的消费很具有特色，因此服装营销渠道的组成和特点也是多种多样的，同时也给服装营销渠道的建立带来了一定的困难，大部分的企业在服装的营销渠道选择方面不知所措。本文试图通过探讨美特斯邦威营销渠道存在的问题，针对美特斯邦威的现状给出了营销渠道选择的对策，这也给服装行业的其他企业提供了借鉴和参考。本文研究的主要内容是美特斯邦威营销渠道问题及对策。首先概括和分析了服装产品和服装消费的特点，然后，根据美特斯邦威的创始人菲利普·科特勒提出的美特斯邦威营销理念投入到营销渠道的实践中，分析了美特斯邦威的发展史，美特斯邦威营销现状、存在的问题以及机遇等，还对美特斯邦威营销渠道存在的问题进行了分析，最后给出了营销渠道的选择和重建策略，取得了很好的效果。关键词：服装；营销渠道；美特斯邦威；重建；IAbstractDuetotheconsumptionofapparelandclothingisverydistinctive,thecompositionandcharacteristicsoftheclothingmarketingchannelsisalsoavarietyofcertaindifficulties,aswellastotheestablishmentofaclothingmarketingchannels,thechoiceofmostofthecompaniesintheapparelmarketingchannelstermsofaloss.ThispaperattemptstoexploretheproblemoftheMetersbonwemarketingchannelsexistforthetheMetersbonwestatusquogiventhechoiceofmarketingchannelscountermeasures,whichalsoprovidesreferenceandreferencetoothercompaniesintheapparelindustry.ThemaincontentofthispaperistheproblemoftheMetersbonwemarketingchannelsandcountermeasures.Practicebeginswithanoverviewandanalysisofthecharacteristicsofclothingproductsandapparelconsumption,then,accordingtothetheMetersbonwefounderPhilipKotlerproposedMetersbonwemarketingconceptintomarketingchannels,U.S.specialhistoryofthedevelopmentofSiBangweitheMetersbonwemarketingstatusquo,theproblemsandopportunitiesofMetersbonwemarketingchannelsexist,giventhechoiceofmarketingchannelsandrenewalstrategy,achievedverygoodresults.Keywords：Clothing;marketingchannels;theMetersbonwe;reconstruction;II目录第一章绪论.............................................................................................1第二章营销渠道现状和服装消费及产品特点.....................................22.1服装行业营销渠道整体现状.........................................................................22.2服装消费及产品本身的总体特点.................................................................3第三章美特斯邦威营销现状、存在的问题以及机遇分析..................63.1美特斯邦威简介............................................................................................63.2美特斯邦威营销现状及存在的问题.............................................................73.2.1残货严重.............................................................................................83.2.2库存严重，占用大量流动资金，增加企业经营负担......................83.3.3分销效率低下，销售成本过高..........................................................83.3自身的优势和机遇分析................................................................................9第四章美特斯邦威营销渠道的问题...................................................104.1营销环境改变迅速，竞争激烈，二级市场被竞争品牌吞并...................104.2大客户难以控制，额外的要求难以满足...................................................104.3太多未覆盖的市场空白点...........................................................................10第五章美特斯邦威营销渠道模式的选择和重建................................125.1连锁加盟的模式....................................................................
