营销渠道就是商品和服务从生产者向消费者转移过程的具体通道或路径，包括原材 料或零配件供应商、生产商、分销中间商、辅助商（比如运输公司、公关公司、广告代 理公司、市场研究机构）以及终端用户等组织或个人。供应链合作管理包括两个方面的 内容，一个是企业内部的各种功能部门的合作，一个是供应链上各个企业之间的合作。 D 公司是美国 D 集团在中国的全资子公司，主要经营各种旋转接头、蒸汽接头及虹吸管 业务。随着市场竞争的加剧，竞争对手的逐步成熟，D 公司在普通工业蒸汽和水介质应 用的旋转接头如造纸、化工、冶金制造、印刷、钢铁、橡胶和食品等很多工业领域，都 遇到了市场被竞争对手逐步蚕食而引起发展下滑的情况，从而导致了这些行业应用的产 品的销售危机。如何摆脱 D 公司当前面临的销售危机，探索新的营销渠道及渠道策略是 必要的。 本文详细分析了 D 公司在供应链管理环境下传统的上游供应商管理和下游的分销 渠道面临的问题，分析这些问题产生的原因，并据此提出了基于供应链合作的营销渠道 优化策略和保障方案，并对基于这种模式带来的效益进行了研究。本研究为 D 公司优化 渠道管理、提高渠道效益具有显著的现实意义。 通过本论文提出的方案，减少了渠道中的不增值环节，降低了渠道成本，提高了供 应链的整体效率。我们预计通过该方案的实施，会为 D 公司的业绩带来显著的增加。 关键词：供应链管理；供应链合作；营销战略；营销渠道II Abstract Marketing channel is the specific channel or path of goods and services transfer from producers to consumers, including the organizations or individuals such as raw materials or spare parts suppliers, manufacturers, distribution intermediaries, auxiliary providers (such as transportation companies, public relations companies, advertising agencies, market research institutions) and end users etc. Supply chain cooperation management includes two aspects: one is the cooperation of various functional departments within the enterprise, the other is the cooperation between enterprises in the supply chain. D company is a wholly-owned subsidiary of America D Group in China, and its’ main business is the rotary unions, steam joints and siphons system. As competitors group up and market competition intensifies, D Company has encountered sales crisis in non-special application areas in many industries such as paper making, chemical industry, metallurgy, steel, printing, rubber and food, which have been gradually encroached on the market by competitors. The development of those areas is declined. So how to get rid of the current sales crisis is faced by D company, it is necessary to optimize the existing marketing channel and strategy. This paper analyzes the disadvantages of the traditional upstream suppliers management and downstream distribution channels in the supply chain management environment of D company, analyzes the causes of the problems, and puts forward marketing channel Optimization Strategy and execute plan based on the supply chain cooperation, and based on this model the channel benefits are studied. This study has significant practical significance for D company to optimize marketing channel management, improve channel efficiency. Through the proposal in this paper, it will reduce the non-value-added links in the channel to reduce the channel cost, so that improves the overall efficiency of the marketing channel. We expect that the implementation of the proposal will bring significant increase to the performance of company D. Keywords: supply chain management; supply chain cooperation; marketing strategy; marketing channelIII 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景......................................................................................................................... 1 1.2 研究目的和意义............................................................................................................. 2 1.2.1 研究的目的.............................................................................................................. 2 1.2.2 研究的意义.............................................................................................................. 2 1.3 文献综述......................................................................................................................... 3 1.3.1 供应链管理概念...................................................................................................... 3 1.3.2 协同营销理论.......................................................................................................... 4 1.3.3 营销渠道整合理论.................................................................................................. 7 1.4 研究内容....................................................................................................................... 10 1.5 研究方法....................................................................................................................... 10 1.6 研究思路及框架........................................................................................................... 11 第二章 D 公司概况及营销渠道管理现状............................................................................13 2.1 公司概况....................................................................................................................... 13 2.1.1 D 公司的供应链管理概况 ..................................................................................... 13 2.1.2 D 公司的基本市场竞争情况 ................................................................................. 14 2.2 D 公司的营销管理概况 ................................................................................................ 17 2.2.1 D 公司的营销战略 ................................................................................................. 17 2.2.2 D 公司的营销策略 ................................................................................................. 18 2.2.3 D 公司的营销活动的组织与控制 ......................................................................... 19 2.3 D 公司的营销渠道现状 ................................................................................................ 21 2.3.1 D 公司的分销渠道结构和渠道策略 ..................................................................... 21 2.3.2 D 公司的渠道合作现状 ......................................................................................... 22 2.4 本章小结....................................................................................................................... 26 第三章 D 公司营销渠道问题的诊断分析............................................................................27IV 3.1 D 公司的营销渠道存在的问题 .................................................................................... 27 3.1.1 国外公司没配合 D 公司的营销 ........................................................................... 27 3.1.2 “金字塔型”的分销渠道成本高.............................................................................29 3.1.3 供货周期长和渠道反应滞后................................................................................ 30 3.1.4 渠道冲突频繁........................................................................................................ 31 3.2 D 公司的供应链成员缺乏协同成因分析 .................................................................... 33 3.2.1 D 公司对自身的供应链模式认识不足 ................................................................. 33 3.2.2 供应链成员需要协同的原因................................................................................ 35 3.3 “金字塔”式的分销渠道体系滞重成因分析........................................................... 35 3.3.1 渠道成本问题的分析............................................................................................ 35 3.3.2 渠道反应滞后问题的分析.................................................................................... 39 3.3.3 渠道冲突问题分析................................................................................................ 41 3.4 本章小结....................................................................................................................... 42 第四章 基于供应链合作的 D 公司营销渠道优化...............................................................43 4.1 营销渠道结构的优化.................................................................................................... 43 4.1.1 构建基于供应链合作的营销渠道结构................................................................ 43 4.1.2 渠道成员的选择优化............................................................................................ 45 4.1.3 基于供应链合作的策略模式................................................................................ 46 4.2 基于供应链合作的渠道合作模式的优化................................................................... 48 4.2.1 逆向营销渠道合作模式概述................................................................................ 49 4.2.2 D 公司的逆向合作模式合作对象 ......................................................................... 50 4.2.3 D 公司营销渠道的逆向合作模式的管理 ............................................................. 51 4.3 D 公司基于供应链合作的渠道冲突管理 .................................................................... 53 4.3.1 渠道冲突的分类和特点........................................................................................ 53 4.3.2 基于资源整合的渠道冲突消解策略.................................................................... 54 4.3.3 基于供应链整合的渠道冲突消减策略的应用.................................................... 54 4.4 本章小结....................................................................................................................... 55 第五章 D 公司营销渠道优化策略的实施保障....................................................................56 5.1 基于供应链合作的营销渠道结构的实施保障........................................................... 56 5.1.1 供应链合作的优化措施........................................................................................ 56V 5.1.2 同上游供应链的成员建立合作关系.................................................................... 57 5.1.3 同具有相同目标市场的供应链成员建立合作关系............................................ 57 5.1.4 渠道成员之间的利益分配.................................................................................... 59 5.2 D 公司营销渠道的逆向合作模式的实施保障 ............................................................ 61 5.2.1 D 公司营销渠道的逆向合作的客户信息管理 ..................................................... 61 5.2.2 D 公司营销渠道的逆向合作关系的建立 ............................................................. 61 5.3 基于供应链合作的营销渠道优化策略实施效果....................................................... 63 5.4 本章小结....................................................................................................................... 65 结论与展望..............................................................................................................................67