摘 要 食盐专营业务是属于典型的低增长、高市场份额类型的业务，盐业公司达到一定的规模和利润以后，靠提升销售量来增加企业收入困难重重，只有优化营销渠道网络结构、改善渠道配送模式、强化渠道激励机制才能提升盐业企业的管理效益。 本文以HB盐业公司营销渠道为研究对象，对营销渠道和渠道策略相关的理论及研究方法进行分析整理，结合HB盐业公司基本经营状况，对公司营销渠道的现状进行综合分析研究，分析发现公司存在营销渠道结构不科学，物流配送不专业、渠道绩效激励性不强等多方面的问题；针对以上问题，论文通过问卷调查和专家访谈法整理影响HB盐业营销渠道的因素，运用系统工程的解释结构模型和层次分析法确定影响营销渠道的关键影响因素分别为：渠道网络结构、渠道物流配送以及渠道绩效激励三个方面；针对上述关键影响因素并结合盐业公司的营销渠道现状，确定了HB盐业公司基于成本和市场导向综合的渠道结构，建立了营销渠道的绩效考指标体系以及实施方案，从流程优化和实施建议方面对营销渠道物流配送提出了相关措施，并制定了HB盐业公司营销渠道的规范化管理建议。 论文的相关理论、方法以及对策建议对于区县食盐公司营销渠道的管理有一定的参考价值和借鉴作用。

ABSTRACT Salt specializes in business belongs to typical low growth, high market share of the type of business, salt company reached a certain scale and profit, the difficulties on increase sales to increase income, only to strengthen internal management, optimize business processes, innovative business model to enhance the management efficiency of salt industry enterprises. Based on HB salt company marketing channel as the research object, the marketing channel and channel strategy related theory and research methods are analyzed, with basic HB salt company operating conditions, comprehensive analysis and research on the present situation of the company marketing channel, analysis its marketing channel structure is not scientific, logistics is not professional and channel performance incentive is not strong aspects of the problem; To solve above problems, the paper through the questionnaire survey and expert interview method to sort out the influencing factors of HB salt industry marketing channels, the interpretation of the applying system engineering structure model and analytic hierarchy process (AHP) to determine the key influence factors of marketing channel are: channels, channels of distribution network structure and performance incentive three aspects; For the above has identified the key influence factors and the current situation of marketing channels of salt industry company, confirmed the HB salt company integrated channel structure based on the cost and market orientation, set up the index system of performance test as well as the implementation plan of the marketing channels, from the aspects of process optimization and implement Suggestions on marketing channel logistics related measures are put forward, and develop the standardization management of HB salt company marketing channel suggestion. This paper related theory, method and countermeasures for district salt company marketing channel management has certain reference value and reference.