【作者】 李宁；

【导师】 李红； 刘超峰；

【作者基本信息】 新疆农业大学 ， 农业推广（专业学位）， 2013， 硕士

【摘要】 分销渠道在化肥的销售过程中扮演着很重要的角色。分销渠道模式的优化是分销渠道管理中的重要内容，分销渠道模式的优化直接关系到化肥生产企业在市场中的竞争力。一个好的分销渠道模式可以让一个企业对市场有更好的调控能力，也有利于提升企业竞争力以及企业的销售额和利润。发达的农业是发展农业生产和提高农民收入必要的支撑，而化肥又是维持农业生产重要的原材料。在当前这种大力整顿规范化肥市场经济秩序和打击制售假冒伪劣化肥产品的形势下，创新经营服务方式、探索农业技术服务与化肥分销结合的新途径，将成为开拓农村市场的重要内容。这种新途径也是规范化肥分销，保护农民消费者的利益，促进农业生产向生态、高效、优质和安全方向发展以及增加农民收入的重要举措。本文就是基于顾客价值理论对华鲁恒升化工有限公司的化肥分销渠道进行优化，首先介绍了分销渠道的定义、职能、结构和流程，以及顾客价值理论，接下来简单介绍了我国目前化肥分销渠道主要模式及现在模式存在的主要问题。然后介绍华鲁恒升化肥分销渠道的现状以及出现的问题，通过对德州市庆云县100户农户发放问卷，进行顾客价值分析，对其化肥分销渠道模式进行优化。运用SWOT法分析该种模式的优势，劣势，机会和威胁。更多还原

【Abstract】 Distribution channels in fertilizer marketing plays an important role in the process.Distribution channel pattern optimization is the important content in the management ofdistribution channels, marketing channel model to optimize directly related to chemicalfertilizer production enterprises in the market’s competitiveness. A good distribution channelscan make enterprises on the market have a better control ability, but also conducive toenhancing the competitiveness of enterprises and sales and profit improvement. Thedevelopment of agricultural production, make every attempt to improve farmers’ incomeshould have developed agriculture to prop up, the fertilizer is to maintain agriculturalproduction of important raw materials. In the current vigorously rectifying and standardizingthe market economic order, blow makes carry out fake chemical fertilizer condition, innovateservice mode of operation, exploration of agricultural technology service and fertilizermarketing with the new way to develop the rural market, is the important content, alsostandardize the market marketing, protect farmer interest, the physical technology andknowledge technology organic union rises, simulative the agricultural production tohigh-quality, efficient, zoology, safe direction, drive thousands of households farmers into theway of industrialization development, significant move that increases farmer income.This article is based on the theory of customer value on HuaLuHengSheng chemicalindustry limited company of fertilizer distribution channel is optimized, first introduced thedistribution channel definition, function, structure and processes, as well as the theory ofcustomer value, then simply introduced our country current fertilizer distribution channelmain mode and main problems existing now mode. And then introduces theHuaLuHengSheng chemical fertilizer distribution channels of the status quo and existingproblems, through to the Dezhou city Qingyun county100farmer questionnaire, customervalue analysis, the fertilizer distribution channel mode optimization. Using the method ofSWOT analysis the modes of the advantages, disadvantages, opportunities and threats.更多还原