随着化工原料整个行业竞争的日益激烈，化工原料企业的生存和发展压力越 来越大，由于产品、促销以及价格等营销因素趋于同质化，企业竞争能力的体现 转变为营销渠道竞争力的强弱。作为贸易型企业，在这场竞争中，如何在国外市 场上建立和管理自己的营销渠道已经成为这些企业实力的重要表现。营销渠道是 企业的营销脉络，企业通过渠道传递企业的经营理念并实现商品的顺利转移。因 此，如何通过合理的管理策略实现渠道效率的最大化，使之成为企业参与市场竞 争的核心资产，特别是对于贸易型企业来说，是一个值得关注的问题。 本文以YN公司为研究对象，借鉴营销渠道开发、控制、激励、冲突及深度 分销等理论，结合国内外营销渠道研究现状与YN公司营销渠道开发的实践，对 YN公司化工原料营销渠道存在的问题进行分析，并探究其形成的原因。然后在 对YN公司营销渠道所面临的宏观环境和微观环境探析的基础上，最终有针对性 的提出YN营销渠道开发和优化的政策建议及保障措施。 本文的创新点在于通过对化工原料营销渠道模式、营销渠道结构、营销渠道 控制、营销渠道冲突及激励等策略进行研究，并提出具体的政策建议，进而形成 一套针对YN公司营销渠道开发和优化的策略，在提升YN公司化工原料市场竞 争力和综合竞争力的同时，期望对YN公司的研究成果能对同类型的企业有一定 的借鉴意义。 关键词：化工原料；营销渠道；渠道策略 河南财经政法大学硕士学位论文 II Abstract Withtheincreasinglyfiercecompetitionintheentireindustryofchemicalraw materials,thepressureofsurvivalanddevelopmentofchemicalrawmaterials companiesisincreasing.Asmarketingfactorssuchasproducts,promotionsandprices tendtobehomogenized,thecorecompetitivenessthatcompaniesrelyonhas graduallybecomemarketingchannelspetition.Asatradingenterprise,inthis competition,howtoestablishandmanageitsownmarketingchannelsinforeign marketshasbecomeanimportantmanifestationofthestrengthoftheseenterprises. Marketingchannelsarethemarketingcontextofacompany,throughwhichthe company’sbusinessphilosophyisconveyedandthebenefitsaremaximized. Therefore,howtomaximizechannelefficiencythroughreasonablemanagement strategieshasbecomeacoreassetforenterprisestoparticipateinmarketcompetition. Itisatopicworthyofresearch,especiallyfortrade-orientedenterprises. ThisarticletakesYNcompanyastheresearchobject,drawsonthetheoriesof marketingchanneldevelopment,control,incentive,conflictandin-depthdistribution, andcombinestheresearchstatusofdomesticandforeignmarketingchannelswiththe practiceofYNcompany’smarketingchanneldevelopment,andsolvestheproblems inYNcompany’schemicalrawmaterialmarketingchannelsPerformanalysisand explorethereasonsforitsformation.Then,basedontheanalysisofthemacro environmentandmicroenvironmentthatYNcompany’smarketingchannelsface, finallyitputsforwardtargetedpolicyrecommendationsandsafeguardmeasuresfor YNmarketingchanneldevelopmentandoptimization. Theinnovationofthisarticleliesintheresearchofchemicalrawmaterial marketingchannelmodel,marketingchannelstructure,marketingchannelcontrol, marketingchannelconflictsandincentivesandotherstrategies,andputforward specificpolicyrecommendations,andthenformedasetofmarketingchannel developmentandoptimizationforYNcompanyWhileenhancingYN’schemicalraw materialmarketcompetitivenessandcomprehensivecompetitiveness,itishopedthat YN’sresearchresultscanbeusedasareferenceforsimilarcompanies. Keywords:Chemicalrawmaterials;Marketingchannels;Chanelstrategy 河南财经政法大学硕士学位论文 III 目录 摘要.............................................................................................................................I ABSTRACT.......................................................................................................................II 目录.........................................................................................................................III 1绪论.............................................................................................................................1 1.1研究背景和意义................................................................................................1 1.1.1研究背景....................................................................................................1 1.1.2研究意义....................................................................................................2 1.2国内外相关研究综述........................................................................................2 1.2.1国外研究综述............................................................................................2 1.2.2国内研究综述............................................................................................4 1.2.3国内外研究评述........................................................................................5 1.3研究的方法和思路............................................................................................5 1.3.1研究方法....................................................................................................5 1.3.2研究思路....................................................................................................6 1.4研究的重点和难点............................................................................................7 2营销渠道的相关概念及理论基础.............................................................................8 2.1相关概念............................................................................................................8 2.1.1营销渠道及类型........................................................................................8 2.1.2营销渠道的作用........................................................................................9 2.1.3国内外营销渠道的发展趋势..................................................................10 2.1.4化工产品国际市场销售渠道的特点......................................................12 2.2研究的理论基础..............................................................................................13 2.2.1营销渠道的开发及选择..........................................................................13 2.2.2营销渠道的控制......................................................................................14 2.2.3营销渠道的激励......................................................................................15 2.2.4营销渠道的冲突......................................................................................15 2.2.5深度分销..................................................................................................16 3YN公司营销渠道现状分析......................................................................................18 河南财经政法大学硕士学位论文 IV 3.1YN公司概况.....................................................................................................18 3.1.1YN公司简介.............................................................................................18 3.1.2YN公司经营情况.....................................................................................18 3.2YN公司化工原料营销渠道现状....................................................................20 3.2.1国内化工原料的出口营销渠道模式......................................................20 3.2.2YN公司化工原料渠道模式.....................................................................22 3.2.3YN公司国外营销渠道拓展方式.............................................................23 3.3YN公司化工原营销渠道的问题分析............................................................26 3.3.1营销渠道缺乏统筹设计，与企业发展战略不匹配..............................27 3.3.2营销渠道结构单一，多模式渠道体系缺乏..........................................27 3.3.3渠道掌控能力不够，深度分销能力不足..............................................28 3.3.4渠道经营政策不灵活，渠道维护水平较低..........................................28 3.4YN公司营销渠道问题的成因分析.................................................................29 3.4.1管理者营销渠道理论知识和管控的重视不够......................................29 3.4.2营销投入不能满足渠道建设的需要......................................................29 3.4.3营销团队力量薄弱..................................................................................30 3.4.4营销渠道模式结构不完善.................................