目前，企业竞争不再只是核心企业间的竞争，而是包括核心企业在内的供应商、分销商、零售商之间的竞争，是一整条供应链之间的竞争。在此背景下如何优化保健品营销渠道，成为企业必须面对的问题。 本文以渠道理论为依据，运用了实地调查访问法、文献资料法和案例分析法，对FXK公司的营销渠道从渠道结构、渠道行为、渠道关系以及渠道环境等方面着手进行研究，通过考察其渠道的现状，分析发现公司的渠道结构中间流通环节较多，渠道效率不高；在管理方面，公司的渠道制度安排存在一定的缺陷；在渠道关系上，渠道成员间的合作程度低，各种冲突比较多；在渠道成员的选择上缺乏一定的科学考量等方面的问题。通过对以上问题的分析，提出了基于供应链管理的FXK公司营销渠道优化方案，运用供应链管理的思想提出渠道扁平化的设想，重新理清公司的渠道销售、价格制定及激励等政策，防止渠道成员间的不必要的冲突，设定共同目标，培养协同意识，促进公司渠道成员间的高度合作，降低渠道成本，通过一些关键指标选择适合的经销商等。本研究为保健品企业优化渠道管理、提高渠道效率以及增强企业的核心竞争力提供了借鉴。 通过本文的研究发现，供应链理论协同的思想和渠道关系理论寻求合作的思想其实是殊途同归，二者的完美结合使用更有利的证明未来企业营销渠道发展的出路只有协同。

In recent years, with China's rapid social and economic development, health care products market is also gradually become active again. At present, China has become one of the fastest growing countries in the world's health care products market development. However, in the context of economic globalization, the competition among enterprises is fierce, and health care products companies is no exception. In the brutal competition in an invincible position, the business community launched the concept of supply chain management. From the point of view of the supply chain, business competition is no longer just the core of inter-enterprise competition,but the core bussiness,including suppliers,distributors,ret- ailers,the competition between the supply chain competition. Therefore, based on supply chain management concept study on the part of the supply chain-channels, and FXK health wine, for example, the use of marketing channel theory and supply chain management theory, research on the health wine marketing channels, pointing out itsproblems, and propose appropriate measures for improvement, and ultimately to win for the company a competitive advantage to provide a theoretical draw. Start from the supply chain management, health wine industry marketing channel environment based on the analysis of supply chain management environment, and further from the channel structure, channel management, channel members and members of the relationship between specific analysis of the FXK health wine marketing the status of the channel, and the use of channel theory the FXK health wine marketing channels to optimize the improvement. In this study, health care products companies to optimize the channel management, channel efficiency and enhance the core competitiveness of enterprises with a strong reality reference. This article first introduced the background, purpose and significance of the supply chain environment, and this paper is to study the main content and the technology route. Second, the theoretical basis of the article: supply chain management theory, marketing channel management theory elaborated, as the article analyzes and theoretical basis for problem-solving. Finally, the FXK health wine, for example, the theory as a guide, the health wine marketing channels to conduct a detailed analysis of argument and suggest improvements.