经济飞速发展的中国，各行各业面临巨大的竞争和挑战，目前处在信息透明、各种 先进技术的广泛使用，跨界变的更加容易，市场竞争越来越激烈， 除了产品优势，渠道 变的格外重要，用新技术、新方法开拓渠道和维护渠道获得可持续发展至关重要。 渠道管理是每个行业、每个公司必须面对和重视的问题，在存量的市场中 要保持渠 道的稳定和竞争优势，本文研究农药行业的渠道管理，由于农药的特殊性，农户传统购 药都是从农药店买药，需要提供服务的特性，渠道要渗透到农村各个角落，对这 些边远 农村渠道进行有效管控、激励和增加渠道覆盖度，拓展渠道广度和深度难度很大，目前 的农药有效成份几乎都是跨国公司超过百年的研发成果，经过产品的特性和长期的 品牌 影响力，已经拥有这部分忠实终端用户的市场份额，新技术的普及使得渠道管理难度加 大，在互联网大潮的冲击下需要减少网购的冲击，维护渠道价格体系的稳定，无人机 打 药技术日趋成熟，作业面积已经超过 10 亿亩次，利用新技术服务渠道，维护和稳定的 开拓多元化的渠道，通过渠道管理助力业务达成。 随着碧桂园、京东、阿里等巨头纷纷 进驻农业板块，农化行业竞争日趋激烈，跨国 农化巨头通过并购和兼并来共享和互补渠道，国内公司通过产品线重组来补充各自渠道 短板，不论是新入者还是本行业公司，渠道 管理是核心竞争力。 本文通过真实案例进行分析，首先从全国农药市场分析，聚焦广东市场，利用营销 理论、企业竞争力理论、市场分析工具，第三方农药行业 ARN 的数据，对 整个广东农 药行业和市场做了详尽分析，剖析渠道重要性和复杂性，传统的渠道管理的解决方案已 经不能满足渠道管理的需要，B 公司在全球农化领域排名第一，深入研究 B 公 司渠道管 理对策，最大化解决渠道成员管理问题、渠道冲突问题和营销人员考核问题，达到企业 目标。希望通过以上分析能为公司以及农化行业的发展提供一定的借鉴意义。 关 键词：农药；渠道管理；渠道问题；渠道优化II ABSTRACT With the rapid development of China's economy, almost all of fields are facing huge competition and challenges. At present, It is easier to cross-border due to various advanced technologies using, In order to remain advantage in the fierce competition market, the company not only provides excellent product but also pay attention to sales channel management. How to build sales channels and develop channels with new technologies and methods to achieve sustainable development is crucial. Almost all of company are pay attention to Channel management How to keep the stability of channel and keep the competitive advantage in the market. This paper studies the channel management of pesticide industry. Because of the particularity of pesticide, the traditional purchase of farmers buy from the pesticide store, which needs to provide services. It is very important to have a channel to every corner of the countryside. How to effectively control, encourage and increase the coverage of these channels, and expand the breadth and depth of channels. At present, the effective ingredients of pesticides are almost achievements of multinational companies for more than a hundred years. After the characteristics of products and long-term brand influence, they already have the market share and loyal users. The popularization of new technologies makes channel management more difficult Under the impact of the Internet tide, how to reduce the impact of online shopping and maintain the stability of the channel price system? The operation area has exceeded 1 billion mu. By using the new technology service channel, we can maintain and stably develop diversified channels and help business achieve through channel management. Biguiyuan, Jingdong, Ali group have entered the agricultural sector, the competition in the agricultural and chemical industry are becoming increasingly fierce. Multinational agricultural and chemical company share and complement channels through mergers and acquisitions, the domestic companies supplement their channel short boards through product line restructuring. Channel management is the core competitiveness of both new comers and the industry companies. First of all, this paper analyzes the national pesticide market, focuses on the Guangdong market, uses marketing theory, enterprise competitiveness theory, market analysis tools, and the data of the third-party pesticide industry ARN, This paper makes a detailed analysis of the whole pesticide industry and market in Guangdong Province, analyzes the importance and complexity of channels. The traditional solutions of channel management can no longer meet the needs of channel management. Company B ranks first in the field of global agrochemicalIII industry. In-depth study of company B's countermeasures of channel management. Maximize the solution to the problems of channel member management, channel conflict and marketing personnel assessment, and achieve the corporate goals. It is hoped that the above analysis can provide some reference for the development of the company and the agrochemical industry. Keywords: Pesticide; Channel management; Channel issues; Channel optimizationIV 目录 摘要.....................................................................................................................................I ABSTRACT.......................................................................................................................... II 图表清单 ............................................................................................................................ VI 第一章 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 ..............................................................................................................4 1.2 研究内容 .....................................................................................................................7 1.3 文献综述 .....................................................................................................................9 1.3.1 国外营销渠道理 论...............................................................................................9 1.3.2 国内营销渠道理 论.............................................................................................10 1.4 研究方法 ...................................................................................................................11 第二章 营销渠道的理论基 础.............................................................................................12 2.1 营销渠道的内 涵........................................................................................................12 2.2 营销渠道的功 能........................................................................................................12 2.3 营销渠道的基本类型 ................................................................................................13 2.3.1 直接渠道和间接渠 道.........................................................................................13 2.3.2 长渠道和短渠 道.................................................................................................13 2.3.3 宽渠道和窄渠 道.................................................................................................14 2.3.4 单渠道和多渠 道.................................................................................................14 2.4 营销渠道的管 理........................................................................................................14 2.4.1 渠道成员的选择与管理 .....................................................................................14 2.4.2 渠道冲突管理 ....................................................................................................16 第三章 B 公司营销渠道现状及存在问 题..........................................................................18 3.1 B 公司营销渠道概况 ..........................