Ⅰ
中文摘要
营销渠道已经逐步成为企业参与市场竞争的核心竞争力。本文在充分回顾
市场营销学及营销渠道研究发展历史的基础上，对中国重型汽车工业的发展历
史和重型汽车行业营销渠道演变过程进行了研究，对现行的重型汽车营销渠道
的优劣势进行了分析。以行业中龙头企业 XX 重型汽车公司的营销渠道为案例，
通过各种调查研究方法，针对重型汽车行业中营销渠道的选择、管理、规范和
发展进行对策研究；探索在买方市场和竞争加剧的新形势下 XX 重型汽车公司营
销渠道的选择模式、渠道管理与营销创新，以务实的态度和实用的操作方式，
提出该公司营销渠道优化设计方案，以期使该公司营销渠道更加适应现代企业
发展的客观要求，更好地提高运行效率和创造经济效益，促进 XX 重型汽车公司
核心竞争力的提升，从而保证企业通过营销渠道的优势保持市场的领先地位和
谋求长远发展，同时对整个行业的营销渠道发展起到示范作用。

关键词：“市场营销”；“营销渠道”；“重型”；“汽车”；“优化”

Abstract
Marketing channels have gradually become the core competence for enterprises
to compete in the market. Based on reviewing the history and development of
marketing and marketing channels, this thesis explores the history of China’s heavy
duty truck industry, the evolutionary process in the development of its marketing
channels and analyzes its strengths and weaknesses. Taking the leading heavy duty
truck enterprise in China X as a case and based on meticulous research, this thesis
focuses on the strategies in the selection, management, standardization and
development of its marketing channels. It also digs into its selection mode, channel
management and marketing innovation in face of the buyer's market and increasing
competitions. It tries to put forward an optimized marketing channels’ scheme on
account of a pragmatic approach and a practical operation, so as to fulfill the
objective requirements of the development of modern enterprise, improve operating
efficiency, generate a better economic benefit, enhance the company’s core
competency, ensure its advantage in the market and a sustainable development, and
furthermore set a role model for China’s heavy duty truck industry in respect of
marketing channels.
Key Words：Marketing Management; Marketing Channels; Heavy Duty; Truck
Industry; Optimization