摘要
全球化趋势给传统企业的发展带来了机遇与威胁，人类思想文化的解放推动了安
全套行业的发展。纵观当今国内安全套市场，品牌多样、竞争激烈，各安全套企业主
要通过价格、广告等方式进行较量，忽视了对营销渠道的完善。企业要长期稳定发展，
就需要完善自身产品营销渠道、形成企业竞争优势。SY 公司作为本土安全套龙头企业，
已经获得多项认证及荣誉，但是在竞争中也逐步暴露出其渠道管理存在不少问题，为
适应新的安全套市场环境，SY 公司优化安全套营销渠道是非常必要的。针对安全套营
销渠道的研究较少，大部分文献都是从整个安全套企业管理大方向进行研究。本课题
以 SY 公司安全套为研究对象，在明晰营销渠道定义、营销渠道结构模式、营销渠道激
励、营销渠道关系等相关理论基础上，对国内外营销渠道的研究进行综述与分析，重
点研究了该公司发展中面临的机遇与威胁，系统地该公司营销渠道存在困境，并为 SY
公司安全套渠道管理提出优化措施。因此，本课题有助于丰富安全套营销渠道的相关
理论，加强对国内企业安全套营销渠道研究是具有较强的意义

本课题主要采用了访谈法、调查分析法、案例分析法、文献研究法、理论与实际
相结合等研究方法。首先，介绍了案例发生的背景，运用 SWOT 分析公司对 SY 公司的
优势劣势以及面临机遇威胁进行分析。接着本课题从营销渠道发展历史、营销渠道结
构、营销渠道成员以及营销渠道激励方面分析 SY 公司安全套营销渠道现状，并系统归
纳出该公司营销渠道存在的困境。最后，从完善营销渠道结构、加强零售经销商激励、
加强营销渠道管理、完善营销渠道冲突解决机制以及加强对营销渠道成员评估等方面，
为 SY 公司未来的发展提出了渠道优化建议

本课题研究在调查数据收集、国内外形势分析方面存在一定的瑕疵与不足，在接
下来的研究中有望改进

关键词：安全套；营销渠道；渠道结构；渠道激励；渠道冲突II
Abstract
The trend of globalization has brought opportunities and threats to the development of
traditional enterprises.The liberation of human ideology and culture has promoted the
development of condom industry. Throughout today&39;s domestic condom market, brand
diversity, competition, the condom business mainly through the price, advertising and other
ways to contest, ignoring the improvement of marketing channels. Enterprises to long-term
stable development, we need to improve their product marketing channels, the formation of
competitive advantage. SY company as a local condom leader, has received a number of
certification and honor, but in the competition has gradually exposed its channel
management there are many problems, in order to adapt to the new condom market
environment, SY company to optimize the condom marketing channel is very necessary The
There are few studies on condom marketing channels, and most of the literatures are studied
from the general direction of condom business management. Based on the theory of SY&39;s
condom, this paper summarizes and analyzes the domestic and international marketing
channels based on the definition of marketing channel, marketing channel structure,
marketing channel incentive and marketing channel relationship. The company&39;s
development opportunities and threats facing the system, the company&39;s marketing channels
exist difficulties, and SY company condom channel management optimization measures.
Therefore, this topic will help to enrich the relevant theory of condom marketing channel,
strengthen the domestic enterprise condom marketing channel research is of great
significance.
This topic mainly adopts the methods of interview, investigation and analysis, case analysis,
literature research, theory and practice. First of all, introduced the background of the case,
the use of SWOT analysis of the company&39;s strengths and weaknesses of SY company and
the opportunity to face the threat analysis. Then the subject from the development of
marketing channels, marketing channel structure, marketing channel members and marketing
channel incentives analysis SY company condoms marketing channel status, and
systematically summed up the company&39;s marketing channels of the plight. Finally, from the
improvement of the marketing channel structure, strengthen the retail dealer incentives,
strengthen the marketing channel management, improve the marketing channel conflict
resolution mechanism and strengthen the evaluation of marketing channel members, for the
future development of SY company proposed channel optimization recommendations.III
In this paper,there are some flaws and shortcomings in the investigation of data collection
and analysis of situation at home and abroad, which is expected to be improved in the
following research.
Key words: Condom;Marketing channel;Channel structure;Channel incentive;Channel
conflictIV
目 录
摘要...I
Abstract.........II
目 录.IV
1 绪论...1
1.1 研究背景...1
1.2 研究内容及研究思路.......1
1.3 研究意义...2
1.3.1 理论意义...........3
1.3.2 实践意义...........3
1.4 研究方法...3
1.4.1 访谈法...3
1.4.2 文献研究法.......3
1.4.3 定量分析法.......3
1.4.4 案例分析方法...4
1.4.5 问卷调查法.......4
1.5 创新点.......4
2 文献综述.......5
2.1 营销渠道基础理论...........5
2.1.1 营销渠道概念...5
2.1.2 营销渠道模式...5
2.1.3 渠道关系...........6
2.1.4 渠道激励...........7
2.1.5 渠道控制...........7
2.2 文献评述..........
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