营销渠道作为市场营销组合四大要素之一，是企业核心竞争力的优势来源，对自
主化妆品企业的发展具有不可替代的重要意义。对企业管理者来说，营销渠道的管理
往往是企业跨组织的管理，比组织内部管理难度更大。如何设计并构建各类渠道共存
的营销渠道体系，如何建立渠道内部成员与外部成员之间紧密的伙伴关系，如何更加
充分的利用营销渠道资源以提高经营效益，这些问题值得自主化妆品企业深入思考
本文基于国内外营销渠道理论成果开展研究，归纳了营销渠道的概念、类型、功
能与意义，阐述了国内外营销渠道理论演化与发展的趋势，介绍了我国化妆品营销渠
道类型与现状。本文选择广东省民营化妆品企业——QY 集团有限公司为研究案例，
描述了 QY 集团从成立到跻身“中国高成长连锁 50 强”的发展历程，结合集团组织结
构和渠道成员结构，选取约 30 家加盟分部、160 家加盟店和 9 家直营店为调研对象，
通过实地走访、电话访谈与邮件调查等方式，深入了解该集团特许经营渠道、直营连
锁渠道、电子商务渠道与商超日化渠道的特点，分析四大渠道类型中各渠道成员间的
关系。在此基础上，本文总结营销渠道调研过程中发现的问题，并根据 QY 集团所处
的发展环境与自身营销渠道现状展开 SWOT 分析，构建渠道分析矩阵模型，试图界
定各类渠道模式与 QY 集团发展现状的匹配程度，进而提出加强营销渠道的设计与管
理，优化渠道资源配置的可行建议
关键词：营销渠道；渠道成员；化妆品；自主品牌；资源优化Abstract
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Abstract
Has been dubbed the beauty economy title cosmetics market, with the continuous
improvement of our country residents&39; consumption level and rapid development, the
domestic independent brand cosmetics have mushroomed general creation and rapid
growth. However, the rapid increase in the number of domestic independent brands has
not led to a significant increase in market share, and the high-end cosmetics market is
still firmly occupied by foreign brands. Compared with foreign brands, the core
competitiveness of the self-owned cosmetics brand remains to be tapped. The brand
management benefits need to be enhanced, and the market share of the brand needs to be
further expanded.
As one of the four main elements of marketing mix, marketing channels is an
advantage source of core competitiveness of enterprises, which has an irreplaceable
significance for the development of independent cosmetics enterprises. For enterprise
managers, the management of marketing channels is often a cross-organizational
management, which is more difficult than internal management. How to design and build
all kinds of channels of coexisting system, how to establish between channel members of
the internal and external members populated partnership, how to use marketing channel
resources to the fullest in order to improve the management benefit, these problems
worth deep thinking for cosmetics enterprises.
This article adopts the method of combining theory with practice, and applies the
relevant theories of Business Administration, based on marketing channel theory
achievement of domestic and foreign research, summarized the concept of marketing
channels, type, function and significance, this paper expounds the evolution and
development trend of domestic and international marketing channels theory, this paper
introduces the cosmetics marketing channel types and the present situation of our country.
This article selects private cosmetics enterprises in Guangdong Province—QY Group Co.,
Ltd, as the study case, describes the QY Group from the establishment to the ranks of the武汉工程大学硕士学位论文
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China top 50 high-growth chain development, combined with the group organization
structure and the structure of the channel member, select about 30 franchise branch office,
160 franchise stores and 9 direct-sale stores for research object, through visiting fields,
telephone interview and investigation methods such as email, understand the
characteristics from QY Group&39;s franchise channels, direct chain channels, electronic
commerce channels and Supermarket channels, analysis of the relationship between each
member of the big four channel type. On this basis, this paper summarizes the research of
marketing channels in the process of the problems which we found, and according to the
development environment of QY Group with its own SWOT analysis on the status of
marketing channels, build up the channel decision analysis matrix,and finally attempts to
define the present development of all kinds of channel mode and QY Group match,
strengthening the marketing channels design and management, offering feasible
suggestions about channel resource optimization.
Keywords: Marketing channels ; Channel members ; Cosmetics ; Independent brand ;
Resource optimization目 录
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目 录
摘要 ...... I
ABSTRACT .. III
第 1 章 绪论 . 1
1.1 选题背景和研究意义 1
1.1.1 选题背景 .... 1
1.1.2 研究意义 .... 1
1.2 研究内容.......... 2
1.3 研究思路、方法与技术路线 ...... 3
1.3.1 研究思路 .... 3
1.3.2 研究方法 .... 3
1.3.3 技术路线 .... 4
1.4 创新点与局限性.... 5
1.4.1 研究创新点 .. 5
1.4.2 研究局限性 .. 5
第 2 章 营销渠道理论综述 . 7
2.1 营销渠道的概念与类型.......... 7
2.1.1 营销渠道的概念 .......... 7
2.1.2 营销渠道的类型 .......... 7
2.2 营销渠道的功能与意义.......... 9
2.2.1 营销渠道的功能 .......... 9
2.2.2 营销渠道的意义 .......... 9
2.3 国内外营销渠道研究综述....... 11
2.3.1 国外营销渠道研究综述.... 11
2.3.2 国内营销渠道研究综述.... 12
2.3.3 国内外现行理论研究新趋势 13
第 3 章 化妆品市场及 QY 集团营销渠道现状.......... 15武汉工程大学硕士学位论文
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3.1 我国化妆品市场营销渠道现状 ... 15
3.1.1 我国化妆品市场概况 ..... 15
3.1.2 我国化妆品市场营销渠道类型.......... 17
3.1.3 我国化妆品市场营销渠道现状.......... 22
3.2 QY 集团营销渠道现状 .......... 24
3.2.1 QY 集团发展现状 ......... 24
3.2.2 QY 集团营销渠道现状 ..... 27
第 4 章 QY 集团营销渠道调研与分析 .... 31
4.1 QY 集团营销渠道成员调研 ...... 31
4.1.1 对特许发展中心的调研.... 33
4.1.2 对加盟分部的调研 ....... 36
4.1.3 对加盟店的调研 ......... 39
4.1.4 对直营发展中心和直营店的调研........ 42
4.1.5 对网店运营部的调研 ..... 43
4.1.6 对商超日化经销商的调研.. 44
4.2 调研发现的主要问题........... 45
4.2.1 特许经营渠道加盟商缺乏活力，经营市场份额较低.... 45
4.2.2 直营连锁渠道建设规模较小，信息管理滞后.......... 47
4.2.3 电子商务渠道合作平台单一，无消费动态跟踪........ 47
4.2.4 商超日化渠道结构僵化，资源利用率低.. 48
4.3 QY 集团营销渠道 SWOT 分析 ..... 48
4.3.1 优势分析 ... 48
4.3.2 劣势分析 .......
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