科研仪器市场目前是国际上最受瞩目的欧亿·体育（中国）有限公司之一，作为贸易程度最活跃的全球化 产业之一，国际的科研仪器产业市场的竞争异常激烈。近年来中国经济搭载着国家政 策已经实现高速发展，全球各大仪器公司都将纷纷将目光投向了中国科研市场，中国 科研仪器市场容量也在全球的关注下不断增加，并且已成为全球性关注的重点市常 随着跨国企业纷纷进入中国市场，国内仪器厂家和仪器代理公司的数量急剧扩增，市 场竞争日趋激烈，同时许多仪器公司由于缺乏规划的渠道营销策略和受限的营销渠道 管理水平，大大影响了了企业规模的持续发展。CC公司在目前发展中也面临着同样的 困扰。 营销渠道作为桥梁将产品和产品使用者联系起来，对于公司而言，如何在竞争激 烈的市场中选择高效的渠道管理和完善的渠道策略显得尤其重要，并且也应是各个公 司特别重视的内容。 本文首先在分析了课题研究背景和意义的基础上，结合有关理论展开了具体介绍。 借助波特“五力”分析模型、SWOT工具分析了CC公司目前营销渠道的宏观竞争环境和 产业环境，从渠道各个层级的管理入手，并对客户展开问卷调查，在提出CC公司营销 渠道问题的基础上对其进行深入分析，找出根本原因。依据优化原则，提出CC渠道优 化的措施和方案，进行系统调整与梳理，最后再从人力资源保障、财务费用保障、信 息技术保障三个方面来确保优化方案的落地执行。 经过本文的研究，期望可以给管理人员在渠道管理过程中提供切实可行、优化高 效的渠道管理策略，通过渠道效率的提高以提升公司的综合竞争实力。 关键词：CC公司；科研仪器 ；营销渠道；渠道管理 II Abstract At present, the scientific research instrument market is one of the most high-profile industries in the world. As one of the most active global industries with the degree of trade, the competition in the international scientific research instrument market is extremely fierce. In recent years, China's economy has achieved rapid development with the support of national policies. Major instrument companies around the world have set their sights on the Chinese scientific research market, and the market capacity of Chinese scientific research instruments has been increasing with the global attention and has become a key market of global attention. With multinational enterprises entering the Chinese market one after another, the number of domestic instrument manufacturers and instrument agent companies is increasing rapidly, and the market competition is becoming increasingly fierce. At the same time, the lack of planned channel marketing strategies and limited marketing channel management level of many instrument companies has greatly affected the sustainable development of enterprise scale. CC company is facing the same problems in their current development. As a bridge connecting products and users, the marketing channel is particularly important for companies to choose efficient channel management and perfect channel strategy in the competitive market, and it should also be the content that every company pays special attention to it. This paper first analyzes the research background and significance of the subject, and then makes a detailed introduction based on relevant theories. Through the study of Michael Porter's Five Forces Model, SWOT analysis of CC company's current marketing channels of the Macro competitive environment and industry environment. Starting from the management of various levels of the current channel, and carry out a questionnaire survey on customers, to make a specific analysis of the problems in the channel management of CC company and summarized its reasons. And put forward the optimization measures and programs according to the optimization principle, sorted out the system. Finally, from three aspects the human resources guarantee, financial cost guarantee, information technology guarantee to ensure the implementation of the optimization plan. Through the study of this paper, it is expected to provide managers with feasible, optimized and efficient channel management strategies in the process of channel management, to improve the company's comprehensive competitive strength through the improvement of channel efficiency. Key Words: CC Company; Scientific research instrument; marketing channel; channel management III 目 录 第一章 绪论 ............................................................................................................................ 1? 1.1 研究背景 .................................................................................................................... 1? 1.2 研究意义 .................................................................................................................... 1? 1.3 研究内容 .................................................................................................................... 2? 1.4 研究思路和框架 ........................................................................................................ 3? 1.5 研究方法 .................................................................................................................... 4? 第二章 营销渠道相关理论基础 ............................................................................................ 5? 2.1 营销渠道基本理论概述 ............................................................................................ 5? 2.1.1 营销渠道 .......................................................................................................... 5? 2.1.2 营销渠道理论 .................................................................................................. 7? 2.2 国内外文献研究述评 ................................................................................................ 7? 2.2.1 国外文献研究述评 .......................................................................................... 7? 2.2.2 国内文献研究述评 .......................................................................................... 8? 2.3 CC公司营销渠道理论述评 ...................................................................................... 9? 第三章 CC公司营销渠道环境分析 .................................................................................... 10? 3.1 CC公司宏观环境分析 ............................................................................................ 10? 3.1.1 经济环境分析 ................................................................................................ 10? 3.1.2 政治环境分析 ................................................................................................ 10? 3.1.3 文化环境分析 ................................................................................................ 11? 3.1.4 技术环境分析 ................................................................................................ 11? 3.2 CC公司产业环境分析 ............................................................................................ 11? 3.2.1 欧亿·体育（中国）有限公司内现有竞争者的竞争 ............................................................................ 12? 3.2.2 潜在竞争者进入的能力 ................................................................................ 13? 3.2.3 替代品的替代能力 ........................................................................................ 13? 3.2.4 供应商的讨价还价能力 ................................................................................ 14? 3.2.5 购买者的讨价还价能力 ................................................................................ 14? 第四章 CC公司营销渠道的现状及问题分析 .................................................................... 16? 4.1 公司简介 .................................................................................................................. 16? 4.2 CC公司营销渠道现状分析及问题 ........................................................................ 18? 4.2.1 CC公司营销渠道管理现状 .......................................................................... 18? 4.2.2 CC公司营销渠道现状分析 .......................................................................... 19? 4.2.3 CC公司营销渠道存在的问题 ...................................................................... 24? 4.3 CC公司营销渠道的问题分析 ................................................................................ 28? 4.3.1 人力管理不规范 .............