I 摘要 自我国加入 WTO 后，国外种业巨头纷纷涌入中国种子市场，与国内种子企 业在品种、市场、渠道等营销模式上展开激烈的竞争，未来种子行业的竞争将是 品种和营销渠道的竞争。我国种子市场是在原有的计划经济体制下的营销渠道的 基础上进行改制，所以时间上落后国外很多年。面对残酷的竞争，国内种子公司 不得不加快发展的步伐，加快建立自己的营销渠道，以对应越来越激烈的市场变 化。总体上来说国内种子公司从规模、资金、品牌竞争等方面，与跨国公司仍然 存在较大的差距，如何在激烈的竞争中取得一席之地，是国内种子企业急需解决 的难题。 云南 HH 种子公司营销渠道已经出现套包品种、低价倾销，不正当竞争、公 司内部的营销渠道结构庞大、销售渠道不稳定、结构不合理、渠道不可有效控制， 窜货现象严重、经销商对公司不信任等现象，结合云南及 HH 种子公司实际情况， 分别从宏观的外部环境和微观的内部环境对影响 HH 种子公司营销渠道的因素 进行了分析。面对激烈的竞争，HH 种子公司必须建立适合自身的营销渠道模式， 并对其设有有效的管理和控制系统，这是解决种子公司营销渠道存在问题的一个 重要途径。 本文遵循企业营销渠道的研究方法，运用营销渠道理论，从提出问题、分析 问题、解决问题，对云南 HH 种子公司现阶段的营销渠道进行合理深入的分析， 根据实际情况，结合营销渠道的现状及存在的问题，分析 HH 种子公司营销渠道 存在问题的原因，提出了种子公司营销渠道模式改进原则和改进策略，探讨云南 HH 种子公司营销渠道的构建与管理方法，以期为其他种子企业建立和改进现有 的营销渠道提供一条思路。 本文分为六章：第一章绪论，介绍了本文研究的课题背景，思路和研究方法。 第二章理论基础，主要介绍营销及营销渠道基本理论。第三章是云南 HH 种子公 司营销环境分析。第四章是通过实地的调查研究得出云南 HH 种子公司营销渠道 存在的问题。主要为：种子公司规模小，实力弱，竞争力差；营销渠道架构臃肿； 营销渠道不稳定；难以有效地控制销售渠道，窜货现象严重；渠道成员忠诚度低； 厂家的销售政策不能得到有效的执行落实，国内种子公司运行成本高。第五章是摘要 II 云南 HH 种子公司营销模式的改进与创新，改进措施主要有：一、推进农资一体 化，扩大企业规模。二、建立复合渠道营销模式，优化渠道架构。三、正确选择 合作伙伴，提高渠道稳定性。四、融合新零售，有效控制销售渠道。五、建立渠 道成员伙伴关系，提高渠道稳定性。六、推进多样化经营，降低成本，提高盈利 能力。同时分别从品种创新策略，促销策略以及建立多渠道模式的保障措施等方 面来对现有的渠道进行优化改进。第六章是结论与展望。 农业产业链的核心是基础种业。当我国颁布了《中华人民共和国种子法》之 后，国内有关农作物种子的生产和营销已经成功进入市场化阶段。针对农作物种 子的市场竞争逐渐激烈的状况，部分其他领域的商业营销模式被成功应用到农作 物种子的销售之中，形成具有行业特色的种业营销。在企业进行种业营销时，需 要使用一定的促销策略，获取利润，树立品牌。 关键词：种子公司；激励机制；分销渠道Abstract III Abstract After China's entry into WTO, foreign seed giants are pouring into China's seed market, and competing with domestic seed businesses in the marketing mode of variety, market and channel. The competition of seed industry in the future will be competition between varieties and marketing channels. The seed market of our country is reformed on the basis of the marketing channel under the original planned economy system, so the time is lagging behind for many years. Facing the cruel competition, the domestic seed companies have to accelerate the pace of development, and accelerate the establishment of their marketing channels, so as to correspond to the increasingly fierce market changes. Generally speaking, there is still a big gap between domestic seed companies and multinational companies in terms of scale, capital and brand competition. How to get a place in fierce competition is a pressing problem for domestic seed businesses. The marketing channel of Yunnan HH seed companies have emerged package varieties, dumping, unfair competition, marketing channels, marketing channels of bloated structure instability, unreasonable structure of marketing channels can not effectively control the sales channels, Cuanhuo phenomenon, the company does not trust dealers and other phenomena, combined with the actual situation in Yunnan and HH seed company, respectively from the macro the external environment and the internal environment of the micro analysis of the factors affecting the marketing channel of HH seed company. Faced with fierce competition, HH seed company must establish a suitable marketing channel for its own businesses, and effective management and control system is an important way to solve the existing problems of seed companies' marketing channels. Based on the analysis of marketing channel theory and marketing environment, based on the actual situation of HH seed company, this paper puts forward the improvement principles and improvement strategies of seed marketing channel, andAbstract IV analyzes the current situation and existing problems of marketing channel of HH seed company. Analysis HH seed company marketing channel status and existing problems and reasons. On the basis of summarizing the marketing channel of HH seed company, we systematically analyze the factors that influence the marketing channel of HH seed company from the aspects of asking questions, analyzing problems and solving problems. Using marketing channel theory, this paper discusses the construction and management method of marketing channel of HH seed company, and provides a way for other seed businesses to establish and improve existing marketing channels. This article is divided into six chapters:The first chapter is the introduction, which introduces the background, ideas and methods of this study. The second chapter is the theoretical basis, mainly introducing the basic theory of marketing and marketing channels. The third chapter is the current situation of the development of seed industry at home and abroad and the problems in the marketing mode of seed company. The fourth chapter affects the analysis of the factors of the marketing model of Yunnan HH seed company. The problems of concentration is relatively low, China's seed industry funds affected by inadequate investment in scientific research, seed companies, small scale, weak strength, poor competitiveness, marketing channel structure bloated, marketing channel is not stable, it is difficult to effectively control the sales channels, abnormal phenomenon is serious, multi-layer structure impede efficiency, manufacturers can not get effective sales policy the implementation of operation, the cost of domestic seed companies, analysis of the problems, seed company (industry) SWOT analysis. The fifth chapter is about the improvement and innovation of marketing mode of HH seed company in Yunnan. It adopts different innovation strategies, price innovation strategy, channel innovation strategy and promotion policy respectively. The focus is to improve the channel, mainly: first, to select partners correctly and to improve channel dependence. Two the rational use of relationship marketing and experiential marketing. Three strengthen the company's cultural propaganda and enhance the cohesiveness of the marketing team. Four establish a partnership ofAbstract V channel members. Five establish the marketing mode of compound channel. Six agricultural integration (seed, pesticide, chemical fertilizer). The seven seed industry Internet plus marketing. The seed industry Internet plus marketing mode, in the Internet application providers to seed marketing, characteristics of seed market is the market pattern of messy, vast territory, it is difficult to achieve effective coverage network and customer service service, market management is difficult, the overall consumer a huge space for development, but the individual consumer market development ability is limited, high cost, high logistics costs. The product cycle is longer, the breakage rate of serious, brand awareness has been strengthened, but the brand loyalty is not high. The mission determines the strategy, the strategic decision structure, and the structure of the decisi Seed industry is the most important link in the agricultural industry chain. With the promulgation and implementation of the People's Republic of China Seed Law, the production and operation