I 摘要 我国建材行业在经历随房地产行业兴起而飞速发展扩张的阶段之后，目前达 到一个相对稳定平衡的调整阶段，市场容量相对固定，市场竞争日益激烈，行业 内各企业的竞争也逐步由产品之间的竞争转为营销渠道之间的竞争。营销渠道对 于公司的经营影响至关重要，关于营销渠道策略的研究也是工商管理学科中的一 个重点关注领域。 WD公司作为国内建材行业中的中型企业，自身的发展得益于其适应市场变化 的渠道建设以及根据实际情况对渠道管理的改进。本文首先整理了国内外有关营 销渠道及渠道关系的相关理论，对建材行业发展状况以及建材行业渠道模式进行 分析，重点关注建材行业中中小企业的渠道策略选择与优化。从WD公司主要产 品所分属的细分市场特点为切入点，对WD公司内外部营销环境进行分析，运用 SWOT矩阵确定WD公司战略发展方向，选取地理因素和采购方式因素进行市场 细分，对不同的细分市场选择不同的营销组合以扩大市场效益和提升渠道效率。 并根据业内专家和客户对于营销过程中销售渠道的各影响因素进行调研访谈，运 用因子分析法对影响因素进行判断分析，找出目前WD公司营销渠道存在的问题。 最后指出WD公司营销渠道策略应向伙伴式营销渠道关系的方向进行调整和具体 的渠道策略优化措施。 关键词：市场细分；营销渠道；建材行业 Abstract II Abstract After developing and expanding rapidly with the rise of the real estate industry, the building material industry in China has reached the stable and balanced adjustment stage with relatively fixed market capacity and increasingly fierce market competition, and the competition among enterprises in the industry has gradually shifted from products to marketing channels. Marketing channels are critical for the business of enterprises and marketing channel strategies are also a research focus in the field of business administration. As a medium-sized enterprise in the building material industry in China, WD depends on its channel construction in line with market changes and its improvement of channel management consistent with actual conditions to achieve development. This research first reviews relevant Chinese and foreign theories on marketing channels and channel relationship, analyzes the development status of the building material industry and its channel models and focuses on the selection and optimization of channel strategies of small and medium-sized enterprises in the building material industry. Based on the characteristics of market segments of WD products, this research analyzes the internal and external marketing environments of the company, uses the SWOT matrix to identify its strategic development direction, selects geographical factors and procurement method factors for market segmentation and determines different marketing mixes for different market segments to expand market efficiency and improve channel efficiency. In addition, through surveys and interviews of industry experts and customers in terms of factors affecting marketing channels, this research adopts factor analysis to analyze the factors and identify the problems existing in the marketing channels of WD. Finally, this research recommends that the marketing channel strategy of WD should turn to partner marketing and specific channel strategy optimization. Keywords: market segmentation; marketing channel; building materials industry 目 录 III 目 录 摘要 ............................................................................................................................... I Abstract ............................................................................................................................. II 第1章 绪论 .................................................................................................................... 1 1.1 研究背景及研究意义 ........................................................................................... 1 1.1.1 研究背景 ......................................................................................................... 1 1.1.2 研究意义 ......................................................................................................... 1 1.2 国内外研究现状 ................................................................................................... 2 1.2.1 国内研究现状 ................................................................................................. 2 1.2.2 国外研究现状 ................................................................................................. 3 1.2.3 国内外研究现状评述 ..................................................................................... 4 1.3 相关理论概述 ....................................................................................................... 5 1.3.1 营销渠道相关理论 ......................................................................................... 5 1.3.2 市场细分相关理论 ......................................................................................... 8 1.4 研究方法与技术路线 ........................................................................................... 9 1.4.1 研究方法 ......................................................................................................... 9 1.4.2 技术路线 ....................................................................................................... 10 1.5 研究内容 ............................................................................................................. 10 第2章 建材企业渠道模式分析 .................................................................................. 12 2.1 建材行业介绍 ..................................................................................................... 12 2.1.1 建材行业发展情况 ....................................................................................... 12 2.1.2 建材行业企业现状 ....................................................................................... 13 2.2 建材企业渠道建设概况 ..................................................................................... 14 2.2.1 建材企业常用渠道模式 ............................................................................... 14 2.2.2 市场采购方式变化 ....................................................................................... 16 2.3 建材行业中小企业营销渠道分析 ..................................................................... 17 2.3.1 中小企业渠道建设特点 ............................................................................... 17 2.3.2 中小企业渠道优化方向 ............................................................................... 17 2.4 本章小结 ............................................................................................................. 19 第3章 WD公司现状分析 .......................................................................................... 20 目 录 IV 3.1 WD公司概况 ....................................................................................................... 20 3.1.1 WD公司介绍 ................................................................................................ 20 3.1.2 WD公司产品介绍 ........................................................................................ 20 3.2 WD公司营销环境分析 ....................................................................................... 22 3.2.1 WD公司微观营销环境分析 ........................................................................ 22 3.2.2 WD公司宏观营销环境分析 ........................................................................ 26 3.3 WD公司SWOT分析 ......................................................................................... 28 3.3.1 WD公司优势分析 ........................................................................................ 28 3.3.2 WD公司劣势分析 ........................................................................................ 28 3.3.3 WD公司机会分析 ........................................................................................ 29 3.3.4 WD公司威胁分析 ........................................................................................ 29 3.3.5 WD公司SWOT矩阵分析 ........................................................................... 29 3.4 本章小结 .................................................