摘要：在当今的大型企业运营中最为关键的就是研发和营销。营销已经成为企业发展的关键，走出困境的突破口。企业的能否生存关键在于是否有好的营销渠道。
桑乐太阳能有限公司是中国众多太阳能热水器生产企业中比较有规模一家。但，在太阳能热水器市场竞争非常激烈的情况下，桑乐公司曾经建立的营销模式危机频繁地出现。桑乐的高重心结构，一方面很难控制市场秩序，另一方面也很难对终端进行精耕细作，而且面对具有巨大发展空间的农村市场，桑乐就更加迫切的需要下移渠道重心。不但如此，桑乐公司传统的渠道已经不能在价格上产生优势，急切地需要对渠道进行改进。
本文首先对桑乐公司分销渠道现状和构成进行分析，再分析当前桑乐公司分销渠道所面临的一些问题，然后文章结合桑乐公司的实际情况，从其管理和激励制度、成员管理、渠道中心等方面进行渠道的改进，最后提出一些公司渠道管理方面的建议。
关键词：桑乐公司；分销渠道；渠道冲突
Abstract：The research and marketing is the most important part of large company’s operating. Marketing has become the key to enterprise development and help it out of trouble. Whether the enterprise can survive depends on its marketing channel.
SangLe solar is one of Chinese solar water heater company with great scale. But with intense the competition in solar water markets, SangLe’s marketing pattern established before appears crisis frequently. SangLe’s high center of gravity structure makes it difficult to control marketing principles and hard to terminal for intensive cultivation. Faced with the rural market’s huge development space, SangLe needs to put down the channel center. At the same time, SangLe’s traditional channels can no longer be produced on price advantage, it needs to improve the channel urgently.
This article first analyzes SangLe company’s marketing channels and composition and tries to solve some problems faced with the company. From its management and incentive system, member management, channels center makes an conclusion about SangLe’s real situation and changes the channels. At last, the article will put forward some suggestion of channel management.
Key Words: SangLe company marketing channels middlemen to choos
