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随着人民生活质量提高,家用纺织品市场在我国迅猛发展,“渠道为王、终端致胜”的营销理念是家纺企业,如“罗莱”、“凯胜”等企业市场领先的致胜法宝;而作为家纺市场中高端产品的销售终端重要环节—专卖店则是本文研究的对象。通过分析家纺销售渠道终端现状和专卖店运作管理中存在的问题,提出家纺产品销售终端专卖店控制的有效途径,为家纺产品渠道终端的管理创新、模式创新提供有益的参考。
With the improvement of people’s quality of life, the home textiles market is developing rapidly in our country. The marketing philosophy of “the channel is the king, the terminal wins” is the leading enterprise in textile market such as “Carolina”, “Caisheng” Winning magic; and as an important link in the sales of high-end products in the textile market - store is the object of this article. Through the analysis of the existing situation of the terminal sales of textile and the problems existing in the operation and management of the store, this paper puts forward the effective ways to control the sales of the home textile products terminal stores and provides a useful reference for the management innovation and mode innovation of the home textile product channel terminals.