随着经济全球化的进程逐渐加快，越来越多的中国企业将目光转向全球市场。市场营销渠道是营销组合的关键组成部分之一，随着国际市场竞争的日益激烈，国际市场营销渠道建设成为企业提高国际竞争力的重要因素。国际市场营销渠道的畅通与否直接决定了出海型企业在国际市场经营的盈亏，也深度影响着外贸出口企业长远发展。
对于经济实力不强，知名度不高的国内中小型工业品制造业企业，在国际市场竞争中更是高度依赖在国际市场的营销渠道。本研究以A公司为研究样本。A公司是我国一家民营企业，专门从事小型UV打印机的制造和销售。由于行业相对较窄，公司自创立之初就不希望被局限于国内市场，而是把目光放眼全球。建立有效的国际营销渠道就成为了A公司走向世界市场的关键环节。美国作为世界第一大经济体，市场前景广阔。但A公司进入美国市场的几年销售业绩并不理想，除了经济大环境因素之外，更要考虑如何优化和管理美国市场的营销渠道，提升销售份额，实现公司在美国市场的可持续发展。
本文采用理论结合实际的方法，以当前国内外先进的市场营销渠道理论，国际市场营销理论为基础，以A公司美国市场营销渠道为研究对象，主要使用文献研究法，案例分析法，问卷调查法，和访谈法开展研究工作。研究首先分析了A公司在美国市场的营销渠道现状和面对的问题，以营销渠道的设计，结构，成员，冲突等视角切入，针对A公司的各个主要产品，根据不同产品的特性，市场环境，客户需求等方面来分析产品当前的渠道结构，对比借鉴当前美国市场上同类竞争品牌产品的营销渠道，联系笔者的工作经历以及文献中整理的理论基础和案例，尝试给出相应的优化方案。
希望本研究不仅能够对A公司的美国市场营销渠道以及增强A公司的市场竞争力起到积极作用，同时也希望本研究可以吸引更多对于UV打印行业市场营销尤其是国际营销渠道的学术研究与策略优化，让市场从业人员从更深层面了解和认识行业和企业所面临的问题和挑战，并从理论和实践两个维度为UV打印设备的国际市场营销渠道做出新的尝试与思考。
 

As globalization speeds up and reaches more industries in a more thorough fashion, more and more Chinese enterprises are turning to the global market. Marketing channel is one of the key components of marketing mix

With the increasingly fierce competition in the international market, the construction of international marketing channels has become an important factor for enterprises to enhance international competition. Whether the international marketing channel is smooth or not directly determines the profit and loss of overseas enterprises in the international market, and also deeply affects the long-term development of foreign trade enterprises.

For domestic medium and small-sized industrial products manufacturing enterprises with weak economic strength and low reputation, they are more dependent on the marketing channels of the international market in the international market competition. This study takes Company A as the research sample. Company A is a private enterprise in China, specializing in the manufacture and sales of UV printers. Since the industry is relatively narrow, the company did not want to be confined to the domestic market at the beginning of its establishment, but rather looked at the world. build

An effective international marketing channel has become a key link for Company A to enter the world market. As the world's largest economy, the United States has a broad market prospect. However, the sales performance of Company A in the U.S. market is not ideal. In addition to economic and environmental factors, it is also necessary to consider how to optimize and manage the marketing channels in the U.S. market, increase the sales share, and realize the sustainable development of the company in the U.S. market.

This research adopts the method of combining theory with practice, based on the current advanced marketing channel theory at home and abroad, international marketing theory, and the American marketing channel of Company A as the research object, mainly using the research method, case analysis method, questionnaire survey method, and interview method to carry out research. The research first analyzes the current situation of marketing channels of Company A in the U.S. market and the problems it faces. It takes the design, structure, members, conflicts and other aspects of marketing channels as the cutting edge. It analyzes the current channel structure of products according to the characteristics of different products, market environment, customer needs and other aspects of the main products of Company A, and draws on the current marketing channels of products of similar competitive brands in the U.S. market, Based on the author's work experience and the theoretical basis and cases sorted out in the paper, the author tries to give the corresponding optimization case.

It is hoped that this study can not only play an active role in the American marketing channel of Company A and enhance the market competition of Company A, but also attract more academic research and strategic optimization of UV printing industry marketing, especially the international marketing channel, so that market practitioners can understand and understand the problems and challenges faced by the industry and enterprises from a deeper level, And make a new attempt and thinking for the international marketing channel of UV printing equipment from both theoretical and practical dimensions.