2012年2月,国家工业和信息化部发布了《新材料产业“十二五”发展规

划》,这意味着中国稀土产业发展步入了一个新的阶段。在市场竞争FI益激烈的

今天,传统的营销渠道已经不能满足中国稀土企业的发展需求,市场营销渠道的

创新已成为现阶段稀土企业营销工作的重点。

本文研究了甘肃稀土新材料股份有限公司(以下简称甘肃稀土)有关市场营

销渠道创新策略方面的问题。文章通过对甘肃稀土现有营销渠道的研究,分析得

出公司营销渠道方面存在的具体问题,在此基础上,结合市场营销相关理论与甘

肃稀土的实际情况,针对性地提出了甘肃稀土营销渠道创新策略,并通过甘肃稀

土营销中心未来的建设和运营,研究了策略的实施过程。

论文认为,完善以客户需求为导向的营销渠道体系,提升企业的市场竞争能

力,提高企业的品牌知名度,是企业健康快速可持续发展的必要条件。建设渠道

创新策略下的营销中心是企业取得市场优势的前提,是包括稀土欧亿·体育（中国）有限公司在内众多企

业需要努力完成的工作。

论文的研究对甘肃稀土的市场营销具有指导意义,并为稀土欧亿·体育（中国）有限公司的发展提供

了一定的参考价值。

关键词:甘肃稀土;营销渠道;营销中心

ABSTRACT

In February 2012, the Ministry of Industry and Information Technology released the new

material industry Twelfth Five-Year Plan”,China's rare earth industry has entered a new stage of

development. Nowadays, market competition has become cruel, the traditional marketing channel

has not meet the demand of the development of China's rare earth enterprises, the innovation of

the marketing channel has become the key point of the rare earth enterprises' marketing work.

This paper has studied the innovation of the marketing channel of Gansu Rare Earth

Company. Based on the existing marketing channel of Gansu Rare Earth Company, the paper

figures out the problems of the company's marketing channels, according to the problems,

combining the marketing theory and the actual situation of Gansu Rare Earth Company, the thesis

puts forward the marketing channel innovation strategy, and through the future construction and

operation of Gansu Rare Earth Company's marketing center, it studies the strategy of the

implementation of the process.

According to the thesis, improving customer demand as the guidance of the marketing

channel system, enhancing the enterprise market competitive ability, improving the brand

awareness of enterprise, are essential conditions for the healthy fast sustainable development of

enterprise. Constructing marketing center, based on innovation channel strategy, is the

preconditions for enterprise to obtain market advantage, so enterprises, including rare earth

companies, need to work hard on it.

The research of this paper has a guiding significance for Gansu Rare Earth Company, and has

a certain reference value for the rare earth industry.

Key Words: Gansu Rare Earth Company; Marketing channel; Marketing center