摘 要
随着世界经济的高速发展，企业间的竞争日趋激烈，而国外大品牌、大企业
的纷纷涌入，中国国内市场竞争环境更是日益惨烈，尤其是快速消费品行业，其
营销环境、市场营销理念和营销战略、战术均发生了显著的变化。作为企业重要
的市场竞争资源，营销渠道的重要性日益突显。在某种程度上，可以说“谁掌控
了渠道，谁就赢得了市场”。

本文以 KW 啤酒公司营销渠道目前现状与存在的问题为研究对象，采用调查
研究和企业案例研究相结合的方法，以渠道理论为指导，以笔者在 KW 啤酒公司
工作期间的实际案例及调查研究为基础，对现行渠道模式进行定性分析，找出现
有渠道模式要求与渠道设置状况之间存在的主要矛盾，并通过对现有渠道主要成
员及营销管理人员进行访谈式问卷调研，聚焦影响市场运作的主要“不满意”因
素，深入分析该因素的产生原因和相互关系，从而得出当前所存在的主要问题。

针对企业市场渠道现状和存在问题，创新提出基于短渠道的深度分销模式的变革
对策，并从营销渠道的实际运作层面，描述渠道成员的选择、厂商职能的分工、
渠道成员的激励、经销商的评估、渠道的权利及控制等过程，从而建立起营销渠
道的整体管理体系及有效实施保障方案。

通过分析，本文最终得出的结论是，面对激烈的市场竞争，为了稳定市场，
提升销量，KW 啤酒公司必须对营销渠道模式进行重新的设计，完善管理体系，
这样才能达到有效控制渠道运作成本，最大限度地提升渠道运作效率的目的，并
通过细化营销渠道管理，帮助企业快速提升市场竞争力并促进企业的良性发展。

本文的研究对国内大部分啤酒企业的营销渠道设计与管理有较重要的实际借鉴
意义，也为啤酒行业对营销渠道模式的设计、改进及创新提供探讨的素材。

关键词：营销渠道模式；短渠道；深度分销

V
Abstract
With the rapid development of the world economy, increasingly fierce
competition between enterprises, and abroad flocked to big brands, big enterprises,
China's domestic market competition is becoming increasingly fierce, especially fast
moving consumer goods industry, its marketing environment, marketing ideas and
marketing strategies and tactics are notable changes have taken place. As an important
market competition enterprise resources, increasingly highlight the importance of
marketing channels. To some extent, you can say who control the channels, who won
the market.
This to KW beer company marketing channel currently status and exists of
problem for research object, used investigation and enterprise case research phase
combines of method, to channel theory for guide, to author in KW beer company
work during of actual case and the investigation for based, on existing channel mode
for qualitative analysis, find existing channel mode requires and channel set situation
Zhijian exists of contradictions, and through on existing channel main members and
the marketing management personnel for interviews type questionnaire research,
Focus markets functioned mainly as unsatisfactory, an in-depth analysis of the
causation and correlation factors to arrive at the currently-existing problems. For
enterprise market channel status and exists problem, innovation made based on short
channel of depth points pin mode of change countermeasures, and from marketing
channel of actual operation level, on channel members of select, and manufacturers
functions of Division, and channel members of incentive, and dealer of assessment,
and channel of right and the control, process for has described, thereby established up
marketing channel of overall management system and the effective implementation
guarantees programme.
Through analysis, this eventually came of conclusions is, face fierce of market
competition, to stable market, upgrade sales, KW beer company must on marketing
channel mode for again of design, perfect management system, such to reached
effective control channel operation cost, maximum to upgrade channel operation
efficiency of purpose, and through refinement marketing channel management, help
enterprise fast upgrade market competitiveness and promotion enterprise of benign
development. This study on the design and management of most of the domesticbreweries marketing channels have important practical significance, but also for the
beer industry to design, improvement and innovation of marketing channel mode to
provide discussion material.
Keywords: Marketing channel mode; Short channels；depth distribution