营销渠道的重要性对于现在竞争白热化的服装行业具有至关重要的地位。企 业渠道管理的好坏，直接关系到企业战略目标能否实现。面对激烈的市场竞争环 境，想要提升服装企业的营销收入和利润，为企业的发展带来持续的市场竞争能 力，就需要服装企业拥有高效、完善的营销渠道，从而不断提高企业市场占有率， 扩大市场份额。YS服装公司是河南省一家集设计、生产、加工、销售、电商于 一体的中小型服装企业，在多年的发展过程中YS服装公司不断扩展营销渠道覆 盖率，抢占市场，但同时渠道发展过程中也存在很多问题。本文以YS服装公司 为研究对象，通过查阅国内外关于营销渠道理论研究，归纳适用于YS服装公司 营销渠道优化的研究成果，结合个人在渠道管理工作中的实践经验，进行YS公 司河南营销渠道优化研究。 首先对YS公司现状和营销渠道发展状况进行分析，了解YS公司概况，通过 对YS公司高管访谈发现营销渠道存在的问题。其次根据YS公司营销渠道优化环 境分析，充分了解YS公司河南市场营销渠道优化的宏观环境和竞争环境，运用 SWOT分析方法总结出YS公司营河南营销渠道优化面临的优势劣势机会风险。 再次通过问卷调查法进行河南市场的客户需求调查，根据客户需求确定渠道产品 定位、调整营销渠道结构以及营销渠道的优化管理。接下来，对YS公司河南营 销渠道优化提出优化设计，设置YS公司河南营销渠道优化目标，对YS公司河南 营销渠道的结构优化，对YS公司河南营销渠道产品优化，对YS公司河南营销渠 道成员优化，对YS公司河南营销渠道关系进行优化。最后，为保障YS公司河南 营销渠道优化设计的实施，从渠道成员选择与激励措施，以及线上线下渠道冲突 与控制两方面提出营销渠道优化管理策略。通过对YS公司河南营销渠道进行优 化研究，使YS公司全面铺开河南市场营销渠道，提高渠道营销能力，从而达到 提升企业营销渠道效率的目标。 关键词：YS服装公司；营销渠道；河南市场 ? ? ?II Abstract The importance of marketing channels for now the fierce competition in the clothing industry has a crucial position. The quality of Enterprise Channel Management is directly related to the realization of enterprise strategic objectives. In the face of the fierce market competition environment, it is necessary for garment enterprises to have efficient and perfect marketing channels if they want to increase their marketing revenue and profits and bring them sustainable market competitiveness for their development, thus enhances the enterprise market share unceasingly, expands the market share. Ys Garment Company is a small and medium-sized garment enterprise integrating design, production, processing, sales and e-commerce in Henan Province. During the years of development, YS garment company has continuously expanded its marketing channel coverage and captured the market, but at the same time, there are many problems in the development of the channel. This article takes YS clothing company as the research object, through consulting the domestic and foreign related marketing channel theory research, induces the research result which is suitable for YS clothing company marketing channel optimization, unifies the personal practice experience in the channel management work, study on the optimization of YS marketing channel in Henan Province. First of all, the status quo of YS Company and the development of marketing channels are analyzed to understand the general situation of YS company. Secondly, according to the analysis of Marketing Channel Optimization Environment of YS Company, we fully understand the macro-environment and competitive environment of marketing channel optimization of YS company in Henan Province, use SWOT analysis method to sum up the marketing channel optimization of YS company in Henan faces the advantages and disadvantages of the opportunity risks. Thirdly, the paper investigates the customers‘demand of Henan market by questionnaire survey, determines the channel product orientation, adjusts the marketing channel structure and optimizes the management of the marketing channel. Next, to optimize the design of YS company’s Henan Marketing Channel, set up YS company‘s Henan Marketing ? ? ?III Channel optimization goal, optimize YS company’s Henan Marketing Channel Structure, optimize YS company’s Henan Marketing Channel Product, optimize the members of marketing channel of YS company in Henan, optimize the relationship of marketing channel of YS company in Henan. Finally, in order to ensure the implementation of YS Henan Marketing Channel optimization design, this paper puts forward the marketing channel optimization management strategy from two aspects of channel member selection and incentive measures, as well as on-line and off-line channel conflict and control. By optimizing the marketing channel of YS company in Henan Province, we can spread the marketing channel of YS company in Henan Province and improve the marketing channel ability, so as to improve the efficiency of marketing channel. Key words: YS Company； Marketing Channel；Henan Market ? ? ?IV 目 录 摘要.............................................................................................................................. 1 Abstract ......................................................................................................................... II 1 引言............................................................................................................................ 1 1.1研究背景及意义............................................................................................... 1 1.1.1 研究背景................................................................................................ 1 1.1.2 研究意义................................................................................................ 1 1.2研究内容和研究方法....................................................................................... 2 1.2.1 研究内容................................................................................................ 2 1.2.2 研究方法................................................................................................ 3 1.3研究综述........................................................................................................... 4 1.3.1国外研究综述......................................................................................... 4 1.3.2 国内研究综述........................................................................................ 5 2 YS公司概况及营销渠道的环境分析 ....................................................................... 7 2.1 YS公司简介 ..................................................................................................... 7 2.1.1 组织架构................................................................................................ 7 2.1.2 产品概况................................................................................................ 8 2.2 宏观环境分析.................................................................................................. 9 2.2.1 政治环境................................................................................................ 9 2.2.2 经济环境.............................................................................................. 10 2.2.3 社会文化环境...................................................................................... 11 2.2.4 技术环境.............................................................................................. 11 2.3 竞争环境分析................................................................................................ 12 2.3.1 河南省服装行业概况.......................................................................... 12 2.3.2 主要竞争对手分析.............................................................................. 12 2.4 SWOT分析 .................................................................................................... 13 3 YS公司河南营销渠道现状及存在的问题 ............................................................. 15 3.1 YS公司管理者访谈 ..................................................................................... 15 3.1.1 访谈过程.............................................................................................. 15 3.1.2 访谈结论........................................................................................