Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
S company channel management optimization strategy research
by
Liu Yu
Supervisor: Prof.Meng Yuling
Associate Supervisor:Chen Zhanjiang
Month Year
December 2021

摘要
近些年来，我国快消品的市场竞争趋于白热化，传统的渠道管理模式也随着竞
争的加剧在不断改变，企业通过不断对自身的渠道管理进行优化来避免自己在市场
竞争中身陷被动的困境。调味品也是快消品的一种，S公司作为一家跨国调味品企业
要想在我国调味品的市场竞争中处于优势地位，就需及时发现渠道管理上的问题，
不断对其进行优化。只有不断优化渠道管理，才能加强渠道掌控力，提升渠道效率，
完成企业业绩快速增长的目的。
鉴于此，本文以 S公司为研究对象，从渠道管理优化策略的角度，运用文献资
料法、深度访谈法与网络问卷调研法等对 S公司现有的渠道管理现状，存在的问题
进行了较全面的深入分析，得出了主要问题是渠道成员选择不当、渠道终端管理力
度不够、渠道冲突严重及经销商激励机制不完善。最后根据市场营销理论和通路管
理理论并结合该企业实际，对其渠道管理提出了建立科学的渠道成员选择机制、加
大渠道管理力度、加强渠道冲突管理、完善渠道激励机制的优化策略，并提出相应
保障措施，旨在帮助该企业加强渠道管理，提升其渠道掌控力，提高渠道效率，同
时该研究对其它快消企业渠道管理也有一定的参考价值。
论文主要结论如下：
（1）通过网络问卷等方法对 S公司现有的渠道现状进行调查分析，并结合渠道
管理相关理论，总结出 S公司渠道管理上存在问题，得出 S公司的渠道管理优化的
必要性。
（2）通过对 S公司渠道管理上存在的问题进行分析，将理论知识和企业的实际
情况相结合，提出了对于 S公司现实可行的渠道管理优化策略。有助于 S公司解决
目前渠道管理上存在的问题，从而提高 S公司的渠道掌控力和渠道效率。
论文创新之处在于：
（1）研究对象上：立足 S公司，对其渠道管理进行了较为全面的分析并提出优
化策略，具有较强的现实意义，同时此类研究在快消行业少有涉及；
（2）研究方法上：运用到网络问卷研究法、深度访谈法、层次分析法等，从企
业渠道管理现状出发，分析研究其存在的问题，最后从渠道管理者、渠道成员的角
度对渠道管理提出优化对策，研究更加具有实用性、客观性和科学性。
关键词：快消品；渠道管理；优化
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ABSTRACT
In recent years, china's fast-selling market competition tends to white heat, the
traditional channel management model is also changing with the intensification of
competition, enterprises through continuous optimization of their own channel management
to avoid their own in the market competition in a passive dilemma. Condiments are also a
kind of fast-moving products,S company as a multinational condiment enterprises in order
to be in China's condiment market competition in a dominant position, it is necessary to
find the channel management problems in a timely manner, and constantly optimize it.
Only by continuously optimizing channel management can we strengthen channel control,
improve channel efficiency and achieve the goal of rapid growth of enterprise performance.
In view of this, this paper takes S company as the research object, from the perspective
of channel management optimization strategy, uses literature method, in-depth interview
method and network questionnaire research method to carry out a more comprehensive in-
depth analysis of the existing channel management status quo of S company, and concludes
that the main problems are improper choice of channel members, insufficient channel
terminal management, serious channel conflict and incomplete dealer incentive mechanism.
Finally, according to the channel management theory and combined with the actual
situation of the enterprise, put forward the optimization strategy of establishing scientific
channel member selection mechanism, increasing channel management, strengthening
channel conflict management and perfecting channel incentive mechanism, and puts
forward safeguard measures to help enterprises strengthen channel management, improve S
company's channel control and improve channel efficiency, and the research also has some
reference value to other fast-disappearing enterprise channel management.
The main conclusions of the paper are as follows:
(1) Through the network questionnaire and other methods to investigate and analyze
the existing channel status of S company, and combined with the relevant theory of channel
management, summarized the S company channel management problems, and concluded
that S company's channel management optimization is necessary.
(2) By analyzing the issues residing in the channel management of S company,
combining theoretical knowledge with the actual situation of enterprise, the paper puts
forward a feasible channel management optimization strategy for S company. Help S
company solve current channel management problems, thereby improving S company's
channel control and channel efficiency.
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