随着我国人口老龄化速度的加快以及我国医疗改革制度的不断推进，我国 医院收入规模和诊疗技术都得到了长足的进步，大量医院面临医疗诊断设备的 更新和淘汰，使得我国医疗设备X产品市场出现了良好的增长势头，为各家医疗 设备厂商提供了巨大的市场前景和业务机会。同时，增长的市场也培育了我国自 主品牌的研发和制造能力，越来越多的国产设备不断进入和冲击着现有医疗设 备市场。 G公司作为全球知名的医疗设备供应商，通过其X类产品在河南地区近几年 的销售数据来看，授权经销商直销的比例出现下降，二级渠道商的分销比例不断 提高，营销渠道的重要性越来越凸显出来，而X类产品目前依然采用G公司传统 的大型医疗设备渠道管理和销售模式，与X类产品目前的市场竞争态势和产品 销售方式匹配度下降，暴露了X类产品在渠道管理和渠道规划策略上的不足。 本文结合河南的X类医疗设备市场情况，通过问卷调查和访谈记录的形式 对G公司现有的营销渠道问题进行挖掘，找出了X产品在渠道宽度、渠道布局、 渠道商管理和渠道矛盾方面的主要问题，主要反映在：渠道过窄，且布局不合理； 渠道策略不明确，价格管控不足；同时渠道商之间的矛盾导致销售受限。在此基 础上，通过SPSS软件对收集数据进行详细分析，找出了G公司X产品所面临的 营销渠道问题背后的原因。针对具体成因提出了G公司X产品在渠道结构、渠道 行为和渠道矛盾方面的优化策略。包括渠道布局和渠道宽度的优化策略，渠道商 管理和渠道激励策略，以及缓解渠道间利益冲突，建立渠道合作共赢机制的策略， 为X类产品在河南的营销渠道优化找出适合的营销渠道策略。 关键词：营销渠道；渠道结构；渠道行为；渠道矛盾 II Abstract With the increase of population aging speed as well as the advancement of medical system reform in China, the hospital income scale and diagnosis and treatment technology have got great progress. A large number of hospital need update their medical diagnostic equipment continually, making China's medical equipment market appeared a good momentum of growth. The medical equipment manufacturers have a lot of more business opportunities than before. At the same time, the growing market has also give China's own brands to improve their research and development capability. More and more domestic brands are constantly entering and impacting the existing medical equipment market. G company as a world-renowned medical equipment supplier, according to it’s X product sales data, authorized dealer direct sales decline, the proportion of the distribution proportion of increasing the secondary distributors, in recent years in Henan region. The importance of marketing channel is more and more highlighted, but the X product still use the market channel of large medical equipment in G company, which is not suitable for fierce market competition. It exposed the deficiencies of G company's X products in marketing channel management and channel planning strategies. This paper will objectively analyzed the channel management strategy problems of G company combined with questionnaire survey and interview records, based on the medical diagnostic equipment market situation of Henan province. Also it will find out the product X in the channel width and channel layout, the main problem of the channel management and channel conflict, Mainly reflected in: channel is too narrow, and the channel structure is unfitted; Unclear channel strategy and insufficient price management; At the same time, the contradiction between channel business leads to limited sales.On this basis, the objective analysis by SPSS software to collect data, identify G company X product facing the reasons behind the problems of the marketing channel have been put forward for the specific cause of G company channel structure, III channel behavior and the optimization strategy of channel conflict. It includes the optimization strategy of channel layout and channel width, channel operator management and channel incentive strategy, as well as the strategy of easing the conflicts of interest between channels and establishing the win-win mechanism of channel cooperation, so as to find the appropriate marketing channel strategy for the optimization of marketing channel strategies of X products in Henan.。。。。。。以下内容略