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日期：2021年 6月 1日
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日期：2021年 6月 1日
日期：2021年 6月 1日
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摘要
摘要
本文基于互联网和新零售背景下，深入了解销售企业渠道建设面临的问题和
发展方向，参考成功企业的渠道建设路径，利用文献分析法、问卷研究法、案例
分析法进行分析。了解市场环境与渠道演变的关系，分析研判销售企业渠道建设
的机遇和销量增长点。
本文以 H公司为研究对象，通过企业走访，了解 H公司的经营状况、主营
业务、现有渠道，分析其中的相关性和影响因素，并对其渠道的实施效果进行总
结。为了深入了解企业实际情况，笔者结合前人研究成果设计调研问卷，以更深
入了解 H公司在渠道建设方面存在的问题。从调研结果得出，在互联网背景下
手机类终端产品消费者的购买习惯正在发生巨大改变，单纯的线下或者线上渠道
都无法满足其需求。为了匹配消费者的购物习惯，笔者从分销渠道优化入手，对
H公司的分销渠道建设提出如下建议：首先，H公司应补齐线上渠道和进销存管
理短板；其次，在此基础上优化线下体验店面，实现线上线下融合发展。利用科
技手段为实体店赋能，由“产品+服务”向“产品+服务+内容”方向转变，共享、
融合、互联、互通是渠道建设的核心方向。
传统的渠道建设往往忽略人员的作用，导致方案难以实施。因此，笔者提出
在线下向线上转型的过程中，需要关注线下人员的有效利用。在互联网背景下，
所有的渠道建设均需要以用户为中心，想用户之所想，急用户之所急，运用用户
思维、数据思维和生态思维，削减低价值渠道，向渠道扁平化方向发展。不断践
行渠道创新，才能在竞争中脱颖而出。最终实现从渠道功能、渠道营销、供应链
优化、信息化管理、渠道队伍建设等方面综合优化，使其渠道更加完善高效。
关键词：分销渠道；OMO；线上线下一体化
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Abstract
Abstract
Based on the background of Internet and new retail, this paper has an in-depth
understanding of the problems and development direction of channel construction of
sales enterprises. By referring to the path of channel construction of successful
enterprises, this paper uses literature analysis method, questionnaire research method
and case analysis method for analysis. Understand the relationship between market
environment and channel evolution, analyze and judge the opportunities of channel
construction and sales growth point of sales enterprises.
This paper takes Company H as the research object, and through enterprise visits,
understands the operating status, main business and existing channels of Company H,
analyzes the relevance and influencing factors, and summarizes the implementation
effect of its channels. In order to have a deeper understanding of the actual situation of
the enterprise, the author designs a survey questionnaire based on previous research
results, so as to have a deeper understanding of the problems existing in the channel
construction of H Company. According to the survey results, under the background of
the Internet, consumers' purchasing habits of mobile terminal products are undergoing
great changes, and simple offline or online channels cannot meet their needs. In order
to match the shopping habits of consumers, the author starts with the optimization of
distribution channels and puts forward the following suggestions for the construction
of distribution channels of H Company: First, H Company should complement the
shortcomings of online channels and purchase-sales-inventory management; Secondly,
on this basis, the offline experience store is optimized to achieve the integration of
online and offline development. Enabling physical stores by means of science and
technology, transforming from "product + service" to "product + service + content",
sharing, integration, interconnection and intercommunication are the core direction of
channel construction.
Traditional channel construction often ignores the role of personnel, resulting in
the implementation of the program difficult. Therefore, the author proposes that in the
process of offline to online transformation, attention should be paid to the effective use
of offline personnel. In the context of the Internet, all channel construction needs to be
user-centered, think what users think, urgent to users, use user thinking, data thinking
and ecological thinking, reduce low-value channels, to the direction of channel
flattening. Only by constantly practicing channel innovation can we stand out from the
competition. Finally, the channel function, channel marketing, supply chain
optimization, information management, channel team construction and other aspects of
comprehensive optimization will be realized to make the channel more perfect and
efficient.
Keywords: distribution channel, OMO, integration of online and offline
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