II 安诺公司营销渠道管理研究 工商管理专业 研究生：彭艳 指导教师：邝先慧 摘要 基因检测行业作为新兴行业，在新的世纪里，特别是最近几年市 场容量 获得快速增长，而无创产前基因检测（NIPT）更是行业里热度最高的细分市场。 随着NIPT行业的不断升温，市场竞争更加激烈，很多厂商不得不想方设法的扩大 营销渠道 ，实现自身的生存与发展。对专注于NIPT市场的企业来说，在产品和价 格趋同、无法有效促销的情况下，进行有效地渠道建设，再运用关系营销策略处 理好公司内部和外部冲突 ，将渠道管理提升到战略高度，才能强化竞争力，才能 保持或提升市场份额。在渠道建设中，企业纷纷采取了多渠道营销策略，快速扩 大销售范围，提高自身市场竞争力。多渠 道营销模式管理已经成为现代企业管理 的重要内容之一。 本文以安诺公司为典型案例，先简单介绍了公司和其主要竞争对手的市场情 况，并对其经营环境、市场竞争力等进行了 判断。随后，从企业渠道管理的背景 入手，结合NIPT企业渠道管理的必要性和关键意义，着重分析了安诺公司的多渠 道建设和渠道管理情况，阐述了各渠道的优势与劣势，进而 指出了公司在多渠道 建设与管理中存在的问题，主要是间接渠道的掌控力不足，直接渠道的建设投入 不够，同时企业内部管理还没有规范化。笔者结合关系营销理论对于上述问 题进 行了全面分析，并结合安诺公司多渠道建设的具体情况，提出了优化建议，也为 其他同类公司提供参考经验。该公司只有强化渠道建设、强化内部管理，才能够 提高渠道营 销的有效性，才能让企业更上一个新台阶。 关键词：多渠道营销 渠道管理 关系营销 Abstract III Research on Marketing Channel Management of Anno Company MBA Postgraduate: Yan Peng Supervisor: Xianhui Kuang ABSTRACT As an emerging industry, the genetic testing industry has experienced rapid growth in market capacity in the new century, especially in recent years, while non-invasive prenatal testing (NIPT) is the hottest segment in the industry. As the NIPT industry continues to heat up and the market competition becomes more intense, many manufacturers have to find ways to expand their marketing channels to achieve their own survival and development. For companies that focus on the NIPT market, in the case of convergence of products and prices, and inefficient promotion, only effective channel construction, and then using relationship marketing strategies to deal with internal and external conflicts, promoting channel management to strategic heights, can strengthen competitiveness and maintain or increase market share. In the channel construction, enterprises have adopted multi-channel marketing strategies to quickly expand the sales scope and improve the market competitiveness. Multi-channel marketing model management has become an important content of modern enterprise management. This paper takes Anno as a typical case, briefly introduces the market situation of the company and its main competitors, and judges its business environment and market competitiveness. Then, starting from the background of enterprise channel management, combined with the necessity and key significance of NIPT enterprise channel management, it analyzes the multi-channel construction and channel management of Anno Company, expounds the advantages and disadvantages of each channel, and then points out the problems existing in the multi-channel construction and management, mainly dueing to insufficient control of indirect channels, insufficient investment in the construction of direct channels, and unstandardized of the internal management of 四川师范大学硕士学位论文 IV enterprises. The author combined the relationship marketing theory to comprehensively analyze the above problems, and combined with the specific situation of the multi-channel construction of Anno Company, proposed optimization suggestions，also providing reference experience for other similar companies。The company can only improve channel marketing effectiveness by strengthening channel construction and strengthening internal management，so that the company can take a new step. KEY WORDS：Multi-channel Marketing Channel Management Relational Marketing 目次 V 目 次 摘要 ................................................................................................................................... I ABSTRACT. ................................................................................................................... III 目 次 1导论 ............................................................................................................................... 7 1.1研究背景 ............................................................................................................ 7 1.1.1行业背景 ................................................................................................. 7 1.1.2安诺公司背景 ......................................................................................... 8 1.2研究目的和意义 ................................................................................................ 9 1.3研究内容和方法 .............................................................................................. 10 1.3.1研究内容 ............................................................................................... 10 1.3.2研究方法 ................................................................................................11 1.4国内外文献综述 .............................................................................................. 12 1.4.1营销渠道 ............................................................................................... 12 1.4.2无创产前基因检测 ............................................................................... 15 2相关概念及理论基础 ................................................................................................. 16 2.1相关概念 .......................................................................................................... 16 2.1.1营销渠道管理 ....................................................................................... 16 2.1.2无创产前基因检测 ............................................................................... 16 2.2理论基础 .......................................................................................................... 17 2.2.1渠道管理理论 ....................................................................................... 17 2.2.2关系营销理论 ....................................................................................... 18 2.2.3多渠道理论 ........................................................................................... 20 3安诺公司营销渠道现状 ............................................................................................. 22 3.1业内营销渠道现状 .......................................................................................... 22 3.2安诺公司营销渠道结构 .................................................................................. 24 3.2.1直接营销渠道 ....................................................................................... 25 3.2.2间接营销渠道 ....................................................................................... 26 3.2.3多渠道结构现状及优劣势分析 ........................................................... 27 4安诺公司营销渠道存在的主要问题及原因分析 ..................................................... 29 4.1营销渠道存在的管理问题 .............................................................................. 29 四川师范大学硕士学位论文 VI 4.1.1信息反馈机制不完善 ............................................................................ 29 4.1.2销售物流和回款管理存在不足 ............................................................ 29 4.1.3人力资源管理缺乏标准规范 ................................................................ 31 4.1.4老客户缺乏忠诚度 ................................................................................ 32 4.2营销渠道存在的运营问题 ............................................................................... 33 4.2.1渠道关系管理落后 ............................................................