摘要
大豆及大豆油产业近年来迅猛发展,目前外资占主导地位的大豆加工企业拥有
的大豆实际加工量己经接近总大豆加工量的50%,在整体市场竞争中处于优势地位;
随着食用大豆油产品品质不断趋同以及促销手段和价格竞争的日益激烈,分销渠道
的应用管理越来越成为大豆油企业在新市场环境下发展的重要“闸口”。九三系列大
豆油近年来在激烈的食用油市场竞争环境下异军突起,成绩显著,其分销策略的合
理应用已成为其成功的重要保障之一。因此总结九三系列大豆油在分销渠道策略上
的优劣得失,不但能推动九三系列大豆油在新的市场环境进一步发展,而且能为我
国食用油企业提供可借鉴的营销管理新思路。

本文以现代化的分销渠道理论为指导,对九三系列大豆油分销渠道历史成因、现
状及模式特点进行了回顾和分析。通过对终端消费者和渠道成员的调查和访谈,运
用数据调查、实证分析及统计分析的方法从运行满意度、经济效益、社会效益、竞
争优势及潜力四个方面对九三系列大豆油的分销渠道进行全面评价并得出具体评价
结果;提出现阶段九三系大豆油分销渠道在运行满意度、渠道费用率、渠道稳定程
度等方面存在的诸多问题。同时得出在新的市场环境下九三企业如何以关系营销理
论和深度分销理论为指导对现有分销渠道进行新的设计、整合和管理的结论以及作
为市场步入成熟期的九三大豆油应建立以新型的战略同盟伙伴关系为基点的分销渠
道,提高企业在分销过程中的参与度,卩何根据市场实际情况提高渠道运行的效
率的建议。

本文在第一章中提介绍了本文的研究背景、目的意义及其技术路线,第二章分析
了分销渠道理论的发展过程进行全方面综述,回顾了分销渠道等相关理论,为整篇
论文奠定理论基础。第三章简述九三集团发展的现状,并对九三系列大豆油的分销
渠道的形成进行简单的历史回顾和简要分析。第四章对九三系列大豆油分销渠道进
行定量指标评价和问题分析。第五章对于在新形势下九三系列大豆油渠道策略提出
改良措施,并阐明具体的方案。

关键词:大豆油;分销渠道;分销渠道评价
华中农业大学专业学位硕士学位论文
Abstract
Soybeans and soybean oil industry in recent years rapid development, currently
dominated by foreign soybean soybean processing enterprises have been close to the total
amount of the actual processing of soybean processing capacity of 50% in the overall
market competition in a dominant position; With edible soybean oil products growing
convergence as well as quality and price promotions, increasing competition, distribution
channels, application management is increasingly becoming soybean oil enterprises in the
new market environment, the development of an important gate. Jiu San series soybean
oil market in recent years, in the fierce competition in the meteoric rise, significant
achievements, the rational application of its distribution strategy has become an important
guarantee for its success. Therefore conclude Jiu San these columns in the distribution
channel strategy of soybean oil on the merits of gains and losses, not only to promote
ninety-three series of soybean oil in the further development of the new market
environment, but also for China&39;s oil companies can learn from marketing management to
provide new ideas.
In this paper, a modern distribution channel theory, right ninety-three series soybean
oil distribution channels historical origin, status and mode characteristics were reviewed
and analyzed. By the end consumer and channel members using a questionnaire and
interview survey data, empirical analysis and statistical analysis method from the Run
satisfaction, economic, social,competitive advantages and potential of the four aspects of
ninety-three series soybean oil distribution channels and draw a comprehensive evaluation
of the specific results of the evaluation; raised stage Jiu San Department of soybean oil
distribution channels running satisfaction, channel cost rate, channel stability so many
problems exist. At the same time draw in the new market environment Jiu San companies
how to relationship marketing theory and the depth distribution theory as a guide to the
existing distribution channels for new design, integration, and management&39;s
recommendations and as the market entered a mature stage of nine three soybean oil
should establish a new strategic alliance partnership anchored distribution channels,
improve the distribution process of participation, based on the actual market situation and
how to improve the efficiency of the conclusions of canal operation.
This article mentioned in the first chapter introduces the research background,
purpose and significance of its technology roadmap, the second chapter analyzes the
theory of distribution channels for all aspects of the development process overview,
recalling the distribution channels and other related theories, in order to lay the whole
thesis theoretical basis. Chapter III briefly Jiu San Group&39;s development status, and Jiu
San series soybean oil distribution channels to form a simple historical review and a brief
analysis. Chapter IV Jiu San series soybean oil distribution channels quantitative
indicators evaluation and problem analysis. For the fifth chapter in the new situation
ninety-three series soybean oil channel strategy proposed improvement measures, and to
clarify the specific proposals.
Keywords: soybean oil; distribution channel; evaluation of distribution channels
1绪论
1.1研究背景
食用油脂是人类日常生活所需的主要营养元素之一。植物食用油消费水平是一
个国家生活水平的高低重要标志,植物食用油在一个国家的战略安全和粮食安全占
有重要的地位。近年来我国食用油脂油料的生产虽然有较大程度的发展,但仍然跟
不上居民消费的增长。我国政府在努力提高国内自有油料供给的同时也加大了进口
油料的数量,并成逐年增加的态势。到2010年进口油料折油总量己由:2000年461. 4
万吨增加到2010年2089万吨,平均年增长35%。而国内供应总量由60%下降到37%,
油脂油料的对外依存度超过警戒线。随着国产进口油脂油料数量的快速增长我国居
民人均食用油消费量也有了大幅度提高,据初步测算我国居民人均消费量由1996年
的7. 7公斤/年增加到2008年的20. 7公斤。另随着城镇化进程的加快和人口数量的
增长我国对食用油的增长将继续成刚性增长。在油脂油料需求增长的同时,食用油
消费市场也由散装油快速向包装油市场转变。目前小包装食用油的年增长速度远远
超过了食用油整体增长的速度。经过二十年的市场发展现已形成了金龙鱼、福临门、
鲁花等著名食用油品牌,以及在市场占据寡头垄断地位的益海中粮两大油脂巨头。

特别是以外资品牌金龙鱼为主导的益海系更是占领了小包装食用油的半壁江山.中
国食用油市场已进入到品牌消费时代,产品战、价格战,促销战,此起彼伏,竞争
日趋激烈。

1.2研究目的和意义
由于分销渠道具有较强的社会属性,其在建立和实施的过程中有较多的要素进
行参与,所以一定形成竞争要素优势,在短期内部不容易被竞争对手复制,在目前
的市场条件下这无疑是取得市场竞争的法宝和关键所在。2011年食用油自给率约
仅为37%。我国以外资为主导的食用油第一品牌金龙鱼及附属品牌占到了全国食用油
市场份额的45%,中粮福临门紧随其后约为11%。食用油市场已属于寡头垄断市场。

2011年《中国500最具价值品牌》食用油类排名:其中金龙鱼、福临门、九三分别