:在互联网兴起和信息技术不断进步的背景下，互联网不断的深入、蔓 延至生活中的各个领域，悄悄的转变着人们的消费方式、消费观念，使传统的交 易方式发生了根本的变化。随着互联网信息技术的飞速发展和扩张，使得社交、 交易、营销迈入了虚拟世界，各行各业搭上互联网的班车开始转型创新。O2O 模 式作为一种新型营销模式，将线上的网上资源与线下的实体店相衔接，该模式可 降低营销成本、便于将渠道与资源进行整合、提高企业效益等众多优点，逐步被 许多企业关注并引入该模式，寻求发展新模式。 株洲市 CSC 公司作为传统中小型饮用水企业，面临着同行业的竞争和互联网 推动下企业转型的双重压力。在此背景下，本文以参考阅读大量国内外 O2O 模式 文献为基础，通过深入分析分销渠道的理论知识，并对影响 CSC 公司营销渠道的 因素及 CSC 公司经营现状和现有营销渠道情况进行分析，发现 CSC 公司存在渠道 成员忠诚度低、渠道成本高、渠道信息不流畅等问题。从而提出 CSC 公司基于 O2O 模式的营销渠道的改进策略，并从企业的文化、人力、物力、财力及组织等 方面采取措施，确保 CSC 公司在 O2O 模式下营销渠道的改进能有效运行。 通过本论文对 CSC 公司基于 O2O 模式的营销渠道改进研究得出，一是，采取 线上和线下融合的方式，可以使 CSC 公司实现营销渠道的改进和营销思路的变 化。二是，基于 O2O 模式的渠道改进能够提升 CSC 公司的整体效率，更好的服务 消费者，促进销售的增长，给 CSC 公司带来各种产出效应，包括提升了服务质量 和信息质量、促进顾客的忠诚度的增长、增加顾客线上购买意愿、降低销售成本、 加大了 CSC 公司差异化程度、提高市场竞争力。 关键词，O2O 模式；饮用水行业；营销渠道V Abstract Against the background of the rise of the Internet and the continuous advancement of information technology, the Internet has continuously penetrated into various fields of life, quietly changing people's consumption patterns and consumption concepts, and fundamentally changing the traditional trading methods. With the rapid development and expansion of Internet information technology, social, transaction, and marketing have entered the virtual world, and the shuttle buses that have taken the Internet in various industries have begun to transform and innovate. As a new marketing model, O2O mode connects online online resources with offline physical stores. This model can reduce marketing costs, facilitate the integration of channels and resources, improve business benefits, and many other advantages. Focus on and introduce this model and seek to develop new models. As a traditional small and medium-sized drinking water enterprise, Zhuzhou CSC Company faces the dual pressure of competition in the same industry and enterprise transformation under the Internet. In this context, this paper is based on reading a large number of domestic and international O2O model literature, through in-depth analysis of the theoretical knowledge of distribution channels, and analyze the factors affecting CSC's marketing channels and CSC's business status and existing marketing channels. It is found that CSC has problems such as low channel loyalty, high channel cost, and unsmooth channel information. Therefore, the improvement strategy of CSC's marketing channel based on O2O model is proposed, and measures are taken from the aspects of culture, manpower, material resources, financial resources and organization to ensure that CSC's marketing channel improvement under O2O mode can operate effectively. Through this paper, CSC's O2O-based marketing channel improvement research results: First, the adoption of online and offline integration methods can enable CSC companies to improve marketing channels and change marketing ideas. Second, the channel improvement based on the O2O model can improve the overall efficiency of CSC, better serve consumers, and promote sales growth, bringing various output effects to CSC, including improving service quality and information quality, and promoting The growth of customer loyalty, increase the willingness of customers to purchase online, reduce the cost of sales, increase the degree of differentiation of CSC companies, and enhance market competitiveness. Key words: O2O model; drinking water industry; marketing channelVI 目 录 第 1 章 绪论.........................................................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 ..................................................2 1.2 国内外研究综述 ................................................2 1.2.1 国内研究综述 ..............................................2 1.2.2 国外研究综述 ..............................................4 1.2.3 评述 ......................................................5 1.3 研究内容及研究思路 ............................................5 1.3.1 研究内容 ..................................................5 1.3.2 研究思路..................................................6 1.4 研究方法......................................................7 1.5 创新之处......................................................7 第 2 章 相关理论概述.................................................8 2.1 分销渠道理论..................................................8 2.1.1 分销渠道的概述............................................8 2.1.2 分销渠道成员及功能........................................8 2.1.3 分销渠道结构及模式........................................9 2.1.4 渠道冲突.................................................10 2.1.5 分销渠道的管理...........................................10 2.2 营销渠道选择理论及原则.......................................12 2.2.1 营销渠道选择理论.........................................12 2.2.2 营销渠道选择原则 .........................................12 2.2.3 营销渠道选择影响因素理论.................................13 2.3 O2O 模式概述 .................................................14 2.3.1 O2O 模式的特点及价值 .....................................14 2.3.2 O2O 模式的交易流程 .......................................14 第 3 章 CSC 公司营销渠道现状分析 ....................................16 3.1 CSC 公司概况简介 .............................................16 3.1.1 企业概况.................................................16 3.1.2 产品情况.................................................16 3.1.3 经营情况.................................................17VII 3.1.4 CSC 公司财务状况 .........................................18 3.2 CSC 公司现有营销渠道分析 .....................................19 3.2.1 CSC 公司营销渠道模式 .....................................19 3.2.2 CSC 公司目标市场 .........................................20 3.2.3 CSC 公司同行业竞争比较 ...................................20 3.3 CSC 公司现有渠道中存在的问题 .................................20 3.3.1 渠道成员忠诚度不高.......................................21 3.3.2 渠道成本高居不下.........................................22 3.3.3 市场覆盖率不均衡 .........................................22 3.3.4 渠道信息不通畅，终端控制能力较弱 .........................24 第 4 章 CSC 公司营销渠道影响因素的分析 ..............................25 4.1 企业自身因素 .................................................26 4.1.1 企业规模和实力 ...........................................26 4.1.2 企业声誉及市场地位 .......................................26 4.1.3 企业经营管理水平 .........................................26 4.2 产品特征因素 .................................................27 4.2.1 产品品牌因素 .............................................27 4.2.2 产品属性因素 .............................................27 4.3 市场环境因素 .................................................27 4.3.1 市场因素 .................................................27 4.3.2 政府政策、社会规范因素 ...................................28 4.3.3 互联网技术水平因素 .......................................28 4.4 消费者因素 ...................................................29 4.4.1 购物方式和消费习惯因素 ...................................29 4.4.2 消费者感知风险因素 .......................................29 4.4.3 其他消费者意见因素 .......................................29 第 5 章 CSC 公司营销渠道的改进策略 .................................