国产高浓度磷复肥（磷酸二铵）分销渠道研究-工商管理专业论文.docx

中文摘要我国高浓度磷复肥(磷酸二铵)行业目前面临的形势：(1)市场供过于求，竞争异 中文摘要 我国高浓度磷复肥(磷酸二铵)行业目前面临的形势：(1)市场供过于求，竞争异 常激烈：(2)产业集中度低，规模小；(3)市场很不规范：(4)处于从统购统销向自 主经营的流通渠道转型期，国内化肥流通领域旧的体制解体，新的有较强配送能力的 渠道又未形成。本论文以营销4PS中的渠道作为研究对象，通过对分销渠道的定义、 概念、功能的阐述，对磷酸二铵企业现行分销模式进行研究，对磷酸二铵企业如何建 立渠道、优化渠道、管理并控制好渠道，以获得最大的竞争优势进行分析，指出了今 后渠道管理的变革及未来走向。得终端者得天下，渠道需要不断创新，渠道的重心在 下，要象关注大经销商一样关注终端，强化终端，抢占市场的第一时间和第一需要， 这样才能激发渠道特别是终端的活力，发挥生产企业——经销商——终端零售商协同 作战的整体功能，不断提高生产企业的市场生存能力。 关键词：磷酸二铵分销渠道 SummaryThe Summary The situations we currently face in the domestic concentrated phosphate and compound fertilizer sector list as follows：(1)supply exceeds demand in market and competition is severe extremely；(2) production scale is smaller,and industry integration is lower；(3)market behavior does not accord with its criterion；(4)now the domestic fertilizer sector still poses at the transformation period from state monopoly control to self-determination operation．The old system has not come to end completely and the new system with competitive supply chain has not been established．In the article I use the channel in 4Ps as object of research and expatiate upon distributing definition，concept and function， and study the present distributing channels and analyze how the domestic DAP firms set up channels，optimize and control them SO as to gain max competitive advantage．Then I put forward the renovation and future direction of channel management，Those who control the terminals gain market．Channel buildup needs continuous renovation．The gravity of —c—h——a—n—n——e—1．Terminals should be attached with equal importance as well as big dealers and even more strengthened than the latter in order to occupy the market and find out the need for the first time．Therefore．the terminals could be stimulated and demonstrate vigorous．Combatability between producer,dealer and terminal wholesaler Can be integratedly enhanced，the producer call improve its market competitiveness and become the survivor endlessly． Keys：DAP Channel of distribution 月U 月U 蟊 上世纪90年代前，