K公司作为国内外著名的中央空调生产商，在上世纪90年代K公司开始进入中国，凭借着传统的以经销商分销为主的分销方式一直在中国中央空调市场保持着领先地位，其中央空调产品广泛应用在以政府公建、房地产、制造业、工业等为主大型项目，然而随着中国经济形势的不断变化，市场竞争的加剧，原有的分销体系逐渐不能适应日益变化的中国市场，具体包括经销商渠道体系的老化和直销渠道体系的不完善，这些导致k公司的年度销售业绩持续下滑，最终出现了k公司整体营销业绩越来越差的局面。如何在新的形势下，建立起有效的经销商渠道管理模式和激励模式以及建立起完善的直销渠道，是K公司现阶段要解决的重要问题。 为了找出有效提升K公司的经销商渠道和直销渠道的方法，本论文先对分销渠道的定义、经销商准入评价体系，经销商业绩管控及激励方式等相关理论进行了分析。在对国内外相关理论研究现状进行了掌握之后，对于K公司现在分销渠道，经销商渠道以及直销渠道中发现的问题做了针对性分析，然后根据营销相关理论，解决了阻碍K公司绩效发展的主要因素。 本文主要是从经销商渠道的准入、管控与激励以及直销渠道系统为出发点，分析和研究影响K公司分销渠道业绩增长的主要因素，以现有的分销渠道系统为基础，建立起完善的经销商渠道（经销商的选择评估和业绩管控与激励方面）和直销渠道系统（直销客户评判流程的建立及大客户部门的建立）。 通过对K公司的分销渠道研究，揭示出工业行业营销方式的影响因素，构建出K公司的经销商渠道和直销渠道的管理体系，可以为K公司渠道发展提供实践依据，同时也能为相关的中央空调行业企业以借鉴作用。

In this paper, K Company is one of the most famous manufacturer of the central air -conditioner. K Company started to enter China Market in the 90s of last century. With the traditional distributor-based distribution method, K Company has been keeping the leading position in the central air-conditioner market in China. The central air-conditioning products are widely applied in many large-scale projects such as government public buildings, real estate projects, manufacturing buildings and industry workshops. However, as the economic situation of the China Changing continuously and the market competition is getting more and more serious, the original distribution systems can no longer completely apply to this situation, they have many problems, such as the aging problem of the dealer channel system and the direct sales channel system is not perfect, these problems lead to the K company's sales data decline year by year, resulting in K company's operating performance is not very well. How to establish an effective dealer channel management mode and motivate mode as well as establish a well-built direct sales channel under the new situation is an important issue to be solved by K Company at this stage. In order to find ways to effectively improve the performance of dealer channel and direct sales channel for K company, in this paper, we introduced the definition of distribution channels, the evaluation system of dealer access, the management theory of dealer performance and the related theories of motivate methods. After acquired the current research level both in China and abroad countries, we analyzed the problems about the dealer channel system and direct marketing channels, and found the main factors restricting the performance of K company as a result. Then based on the marketing channel management theory, we resolved the key problems hindering the performance development of K company. This article is mainly from the dealer channel access, control and motivates as well as the direct sales channel system as a starting point to analysis and make a research about main factors that affecting the K Company’s growth of distribution channels, and build a perfect distribution Business Channels (Dealer Selection and Assessment &Performance Control and Motivates) and Direct Sales Channel Systems (Establishment of Direct Customer Review Process and Establishment of Big Account Department) based on the dealer channel system. According to the research on the distribution channels of K Company, it reveals the main factors that could influence the marketing methods of the industry, and builds the management system of dealer channels and direct sales channels of K company, which can provide practical basis for the development of K companies' channels and, it could provide useful experience for the whole Central air-conditioning industry at the same time.