本文主葵疆究嚣链渠遂模式靛餐蔹与整合秘蘑：
第一章为绪论，对论文的研究背景和研究意义做了阐述。
第二章夯绥了露链渠遭戆基本壤论，翼巍对渠邋的基零概念、特缝秘凌gg箨一
概插。
第三章念蘧讲述了传绕罄锬渠道模式及其演变避程蠢l中滠企鼗懿蘩鹅渠道模式
发展现状，包括了传统渠道模式、鬟直渠道模式、水平渠道模式和多渠道模戏。中
国企业的粱道模式主要以家瞧行业为倒徽了阐述。
第四章论述了营销渠道的甸新模式，总结了包括直接渠道、合作伙伴渠道、Call
center和因特网渠邋等几种模式。并且，设计TDEA$葶价模型对营销渠道的模糊指标
进行评价，同时运髑AFA方法与精确值评价指标结合超来对营销渠道进行综合评价。
第五章提出了髂销渠遴模式变革的方法一整合管理。营销渠道擞台管理甑括策
略方丽、客户关系管理方面鞫经销商管理方灏：整合簧理酶方法包摇了与传统渠暹的
整合、Call center渠道的熬台和因特网渠邋的整合。
The Change in economics，technologies，competition and culture have exerted great
impacts on traditional marketing channel models and structures，propelling the channel
innovation and development in the changing environment．In today’s marketplaces，
globalization of competition and rapid technology evolution make virtually every product
become commodity．确e importance of product-based differentiation as the primary
source of competitive advantage has decreases in power．Facing with ever-increasing
choices ofproducts,today’s customers become less brand loyalty,more sophisticated and
mature than ever before．The ineffectivchess and inefficiency of traditionaI channel
operations in new economy era are noticed and recognized by companies and make them
turn their attention to channel improvement by creating and utilizing new channel formats
to offer new ways to如liver their products and associated s瑚imless service to customers，
The fast development of telecommunication，Intemet and other sophisticated
technologies make channel innovation and integration possible and feasible。Many newer
channel technologies such as e-commerce channels and teleehannels(call center)open up
new options and provide companies with a wide range of alternatives for crafting and
implementing a new kind of competitive advantage：a channel advantage．In some sense，
channel innovation and integration will be an important strategic issue for local many
companies from all industries to compete and sustain in global community in the 2 1“
centole article divides into five parts totally．1me chapter one is introduction．including
the research intention and background．The second chapter has introduced the basic
theory of the channel to summarize the function，feature and the basic concept of
marketing channel．The following is the key part of the paper．The third chapter has
narrated the traditional channel pattern and its evolution and the marketing channel
pattem of Chinese enterprises．The patterns include traditional pattem，vertical channel
paRern，horizontal channel pattern and multi-eharmel pattem．The case introduced the
channel pattem ofChinese domestic appliance．The fourth chapter narrates the innovation
pattcrn of marketing channel，and summarizes the direct channel，co-operational channel，
call center and Internat channel pattern．The fifth part discusses the method for marketing
channel pattern innovmion，which is called integration management．The marketing
channel integration management includes strategy management，customer service
management and distributor management．The integration methods are integration with
traditional channel，integration with call center channel and integration with Internet
channel．
Keyword：Marketing；Marketing channel：Marketing pattern．Innovation,
Integration
第一章绪论
在现代市场环境下，面对越来越激烈的市场竞争，生产企业传统营销渠道
体系结构不合理、类型单一、管理不科学和渠道之间瓦不沟通、缺乏合作等问
题逐渐显露出来，严重影响了企业经济效益和竞争能力的提高．而企业要想在
市场竞争中取胜，就必须对传统营销渠道体系进行创新，根据企业特定目标市
场的需求特点对营销渠道进行系统分析，实旖渠道整合。
营销渠道整合是指将企业所有营销渠道作为一个系统，运用系统理论和方
法加咀整合，借此来营造企业的核心能力和竞争优势。它以整合为中心，力求系
统化管理，强调协调与统一，注重规模化与现代化建设。营销渠道整合有两种基
本类型，即营销渠道间整合与营销渠道内整合。营销渠道间整合是指多渠道营
销系中每一营销渠道独立地承担其服务于营销的功能，各自独立形成一销售通
道实现产品销售，以提高市场覆盖率和增加产品销售量。营销渠道间整合的各
营销渠道是相互独立的。营销渠道内整合是指将营销过程中的各销售任务一一
分配给较低成本下能较好完成该任务的营销渠道，各营销渠道组合起来形成一
最优销售通道，来实现产品销售的目标。
传统上企业只是使用单一渠道伸向单一市场。现今，随着企业细分市场和
可使用营销渠道的不断增加，企业可以建立两条或更多的营销渠道到达一个或
更多的细分市场。通过使用多种渠道，进行营销渠道整合，企业可以增加市场覆
盖面，更好地满足顾客需求，降低渠道成本，增大产品销售量。然而，多种营销渠
道的使用，不可避免地会产生冲突和控制问题。因此进行营销渠道整合研究，一
方面要发挥出企业多渠道营销系统的优势，另一方面要使冲突最小化、合作最
大化。
因此，市场环境的变化对分销渠道模式和管理方式提出了新的要求，分销
渠道的创新和整合成为2l世纪新的市场发展阶段中国企业面临的重大战略课
题。
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