国内的婴幼儿奶粉企业有着固定的目标市场和销售渠道，但是在 电商蓬勃兴起下诞生了诸多新的电商销售模式，这对传统的婴幼儿奶 粉企业的渠道提出了新的挑战，一方面，婴幼儿奶粉企业需要借助于 传统的线下渠道来巩固市场，另一方面，更需要积极开拓线上渠道来 获取新的客户，如此，线上和线下渠道的区隔和融合选择成为重要的 问题。 本文从营销渠道的相关理论为基础，了解了营销渠道的冲突及融 合管理的相关理论。研究表明，当零售商处理好线上线下的渠道关系 后，多渠道营销就可以获得更好的效益，成为企业长期的竞争优势。 接着分析了母婴行业营销渠道的发展方向和特性。母婴行业的线下传 统渠道正面临着库存、价格、客流等竞争压力；而母婴行业的线上渠 道呈现式快速发展的态势，电商模式多样化，内容赋能于渠道，开拓 了更多的消费场景。企业的营销渠道融合是为了避免线上线下渠道冲 突、实现资源共享和互补的一种营销理念与营销实践。根据之前学者 的相关研究，结合母婴行业特性，本文提出婴幼儿奶粉企业线上与线 婴幼儿奶粉企业线上线下渠道选择框架及影响因素——基于W公司的研究 下渠道采取分离还是融合策略主要受到五个因素的影响，分别是产品 系列丰富性、消费者细分、产品毛利空间、渠道竞争强度和零售终端 互补性，作为本文最重要的研究依据。在实现渠道区隔或者融合的选 择过程中，需要根据企业内部因素与外部环境因素具体分析，在外部 市场调研与内部资源分析的基础上做出符合企业需求的营销渠道策 略。 本研究以W公司为研究对象。根据W公司的现状，分别从影响 婴幼儿奶粉企业渠道选择的五个要素进行分析，认为W公司应采取 线上线下渠道融合策略。最后，对W公司具体如何进行线上和线下 融合提出了策略建议，包括产品的线上与线下渠道分配需要通过线上 渗透到线下；价格在线上与线下渠道需要保持一致性；推广活动及促 销进行线上与线下的配合，线上采用多种促销手段，线下需要强化消 费者的体验感；对终端物流进行线上与线下的渠道整合，维护消费者 的忠诚度，突破经营瓶颈。 作为目前市场规模较小的公司，W公司的营销渠道应顺应市场 趋势，在维稳现有线下渠道的基础上，优化渠道结构，重视线上渠道 的发展，并将线上线下渠道进行融合，增强公司在母婴行业中的核心 竞争力。 关键词：婴幼儿奶粉企业，营销渠道，渠道融合 婴幼儿奶粉企业线上线下渠道选择框架及影响因素——基于W公司的研究 THE STUDY OF INFLUENCE FACTORS ON SALES CHANNEL SELECTION ABOUT INFANT FORMULA COMPANY ——BASED ON THE STUDY OF W COMPANY ABSTRACT The domestic maternal and child market has a fixed target market and sales channels, but many new e-commerce sales models have emerged under the booming e-commerce, which poses new challenges to the traditional maternal and child company channels. Infant companies must still rely on traditional offline channels to consolidate the market. On the other hand, they must actively explore online channels to acquire new customers. Thus, the separation and integration of online and offline channels becomes an important issue. Based on the relevant theories of marketing channels, this paper understands the conflicts of marketing channels and related theories of integrated management. Research shows that when retailers deal with online and offline channel relationships, multi-channel marketing can achieve better benefits and become a long-term competitive advantage. Then it analyzes the development direction and characteristics of the marketing channel of maternal and child industry. The traditional offline channels of the maternal and child industry are facing competitive pressures such as inventory, price and passenger flow; while the online channels of the maternal and child industry are showing rapid development, the e-commerce model is diversified, and 婴幼儿奶粉企业线上线下渠道选择框架及影响因素——基于W公司的研究 content is empowered in channels. More consumer scenarios. The integration of marketing channels of enterprises is a marketing concept and marketing practice to avoid conflicts between online and offline channels, and to achieve resource sharing and complementarity. According to the previous scholars' research and the characteristics of maternal and child industry, this paper proposes that the separation of the online and offline channels of the maternal and child industry or the integration strategy is mainly influenced by five factors, namely product richness, consumer segmentation, and product. Maori space, channel competition intensity and retail terminal complementarity are the most important research basis for this paper. In the process of selecting the channel segmentation or integration, it is necessary to analyze the internal factors of the enterprise and the external environment factors, and make a marketing channel strategy that meets the needs of the enterprise based on the external market research and internal resource/capability analysis. This study uses W company as the research object. W's traditional offline marketing channel is the basis of the channel strategy; at the same time, W company is also exploring online channels. As a foreign-funded enterprise that entered the mainland market earlier, the development of W Company encountered bottlenecks, channel resources were seized, sales performance growth was weak, and the transformation of marketing channels became the current priority. According to the current situation of W company, it analyzes the five factors that influence the channel selection of maternal and child enterprises, and believes that W company should adopt the online and offline channel integration strategy. Finally, it puts forward strategic suggestions on how to conduct online and offline integration of W company, including the online and offline channel distribution of products needs to penetrate into the offline through the line; the price online and offline channels need to be consistent; Promotion activities and promotions for online and offline 婴幼儿奶粉企业线上线下渠道选择框架及影响因素——基于W公司的研究 cooperation, online use of a variety of promotional methods, offline need to strengthen the consumer experience; online logistics and offline integration of terminal logistics to maintain consumer loyalty Break through the business bottleneck. As a company with a small market size, W company's marketing channels should conform to the market trend. On the basis of maintaining the existing offline channels, optimize the channel structure, pay attention to the development of online channels, and integrate online and offline channels to enhance The company's core competitiveness in the maternal and child industry. KEYWORDS: infant formula industry, marketing channels, channel integration 婴幼儿奶粉企业线上线下渠道选择框架及影响因素——基于W公司的研究 目 录 第一章 绪论 ......................................................................................... 1 第一节 研究背景和意义 ............................................................................................ 1 一、研究背景 ............................................................................................................. 1 二、研究意义 ............................................................................................................. 2 第二节 研究的内容和方法 ........................................................................................ 3 一、研究内容 ............................................................................................................. 3 二、研究方法 ............................................................................................................. 3 第三节 研究思路结构 ................................................................................................ 4 第四节 本文可能的创新点 ........................................................................................ 4 第二章 营销渠道管理的文献综述 ..................................................... 6 第一节 营销渠道相关理论 ........................................................................................ 6 第二节 营销渠道冲突相关理论 ................................................................................ 7 第三节 营销渠道融合及管理相关研究 .................................................................. 10 第三章 婴幼儿奶粉企业渠道的融合框架及影响因素 ................... 14 第一节 母婴行业的传统线下渠道发展 .........................