摘要
当前经济形势下,我国母婴产品相关市场风云万变,三聚氰胺-
大头娃娃事件之后,我国婴幼儿乳类产品一直不被看好,反之国外乳
制品深受国人欢迎,海外乳制品商业巨头以此趁机大举打入国内市
场,代购商、跨境电商、以及海淘等在采购销售国外乳制品的道路上
络绎不绝、纷纷抢占市场份额,随着供求关系不断发生变化,由卖方
市场发展为买方市场,母婴产品价格逐渐下降。与此同时,国家出台
新政严格规范国内奶粉市场,新政的出台对于母婴食品行业来说无疑
是雪上加霜,所有与母婴产品行业相关的企业都面临着巨大的挑战和
严峻的考验

E公司作为国产奶粉厂家的领头羊面临着原本具有优势的奶粉
业务销售业绩下滑,推出的新业务发展受到资源支持限制的问题,经
营利润不断下降。E公司采取措施变革营销渠道是解决当前问题的有
效途径,其当务之急是实现主营业务的优化升级。本文从E公司出发,
研宄其优化产品营销渠道的方法及策略。运用产品营销渠道的理论和
知识,对母婴相关产品行业不同营销渠道所处的市场环境、每一种营
销渠道的优缺点、发展由来及趋势分别分析,结合E公司所面临的困
境、经营现状和不同的客户需求等分析E公司目前采取的产品营销渠
道体系可能存在的问题,并确定如何改善优化该营销渠道体系。E公
司优化其产品营销渠道的方法应将以客户为中心放在首要位置,注重
I
北京化工大学硕士研宄生毕业论文
不同市场的客户需求,运用创新技术促进企业整体优化。根据产品营
销渠道优化的基本原则,从营销渠道模式、营销渠道结构和营销渠道
关系三个不同的维度采取措施来优化E公司的产品营销渠道体系,增
强市场竞争力。采取措施后对优化之后的产品营销渠道模式、结构和
关系进行真实客观地评价

关键词:营销渠道;渠道模式,渠道结构;渠道关系
II Abstract
E COMPANY PRODUCT MARKETING CHANNEL
OPTIMIZATION RESEARCH
Abstract
The current economic situation, China&39;s maternal and child products
related to the ever-changing market, melamine - big doll incident, China&39;s
infant milk products have not been optimistic, and vice versa foreign
dairy products by the people welcome, overseas dairy business giants to
take this opportunity Large-scale into the domestic market, purchasing
business, cross-border electricity business, as well as sea and other
seafood in the procurement of foreign dairy products on the road to an
endless stream, have to seize market share, with the supply and demand
continue to change from the seller&39;s market development for the buyer
Market, maternal and child prices gradually decline. At the same time, the
state introduced the New Deal strictly regulate the domestic milk powder
market, the introduction of the New Deal for the maternal and child food
industry is undoubtedly worse, all with the maternal and child products
industry-related enterprises are facing enormous challenges and severe
test.
E company as a leader in domestic milk powder manufacturers face
the original advantage of the milk powder business sales decline, the
introduction of new business development by resource support
in
北京化工大学硕士研究生毕业论文
restrictions, operating profit declining. E companies to take measures to
change the marketing channel is an effective way to solve the current
problem, its top priority is to achieve the main business optimization and
upgrading. This article from the E company, to study its optimization of
product marketing channels and methods. The use of product marketing
channel theory and knowledge of the mother and child-related products
industry in different marketing channels in which the market environment,
the advantages and disadvantages of each marketing channel, the
development of the origin and trends were analyzed, combined with the
difficulties faced by E companies, operating status And different
customer needs analysis of E companies currently take the product
marketing channel system may exist problems and determine how to
improve the optimization of the marketing channel system. E company to
optimize its product marketing channel approach should be
customer-centric on the first place, pay attention to different market needs
of customers, the use of innovative technology to promote the overall
optimization of enterprises. According to the basic principles of product
marketing channel optimization, from the marketing channel model,
marketing channel structure and marketing channel relationship three
different dimensions to take measures to optimize the E company&39;s
product marketing channel system, enhance market competitiveness. To
take measures to optimize the product marketing channel model, structure
IV Abstract
and relationship after the real objective evaluation.
KEYWORDS: Marketing Channel; Channel Model; Channel Structure;
Channel Relationship
v
目录
第一章绪论 1
1.1选题背景与意义1.1.1选题背景1.1.21.2研究内容1.3研究方法1.4研究思路第二章相关文献综述2.1国内外相关研究现状2.1.1国外研究现状2.1.2国内研究现状2.2渠道的基本概念2.2.1 概念 7
2.2.2渠道的类型2.2.3营销渠道的功能2.3营销渠道概述2.3.1模式概述2.3.2营销渠道的结构概述第三章E公司产品的营销渠道现状与问题3.1 E公司的形成和发展状况3.2E公司营销渠道的现状3.2.1母婴用品营销渠道的长处和不足3.2.2 E公司销售渠道的构成3.3 E公司销售业绩及客户需求特征3.3.1 E公司销售现状3.3.2E公司面向人群需求特征3.4 E公司营销渠道面临的变化3.4.1渠道的变化VII
北京化工大学硕士研究生毕业论文
3.4.2产品、价格和促销的改变3.4.3消费者购买习惯的改变3.4.4渠道成本的变化3.5E公司营销渠道的问题分析3.5.1营销渠道模式的滞后3.5.2营销渠道架构的缺陷
23
3.5.3营销渠道关系的矛盾
25
第四章E公司营销渠道优化战略及其评价
29
4.1 E公司营销渠道优化战略的整体思路
29
4.1.1 E公司营销渠道结构的指导思想
29
4.1.2 E公司营销渠道优化的基本原则
30
4.1.3 E公司优化营销渠道的最终目标
31
4.2 E公司优化营销渠道的几点建议
31
4.2.1 E公司营销模式的优化方案
31
4.2.2营销渠道结构优化
33
4.2.3 E公司渠道关系的优化
35
4.3 E公司营销渠道优化评价
36
4.3.1 E公司营销渠道模式的优化评价
36
4.3.2 E评价公司营销渠道的优化结构
38
4.3.3评价E公司营销渠道关系的优化
39
第五章结论
41
参考战 43
_ 47
导师及作者介绍
49
VIII Content
CONTENT
Chapterl Introduction
l
1.1 The background and significance of the topic1.1.1 The background1.1.2 Significance of the topic1.2 Research contents1.3 Research methods1.4 Research ideasChapter2 Literature review and theoretical basis2.1 Research Status at Home and Abroad2.1.1 The status of foreign research2.1.2 The status of domestic research2.2 The basic concept of marketing channels2.2.1 Channel concept2.2.2 The type of channel2.2.3 Channel function2.3 An overview of marketing channels23.1 Overview of the marketing channel model...2.3.2 Marketing channel channel overviewChapter3 Status quo and problems analysis of product marketing
channel of E brand
ll
3.1 Company Overview3.2 E company channel development status quo3.2.1 Advantages and Disadvantages of Channel Development in Maternal and
Child Products Industry3.2.2 Major retail terminals3.3 E brand marketing channels and the existing problems3.3.1 E brand marketing channels status3.3.2 E brand marketing channels of the problemix
北京化工大学硕士研宄生毕业论文
3.4 E company marketing channels are facing major changes3.4.1 Channel changes3.4.2 Product, price and promotion changes3.4.3 Changes in consumer buying habits。。。以上简介无排版格式，详细内容请下载查看