Abstract
Abstract
In recent years, the sideline food industry marketing, driven by the Internet, has
created a variety of e-commerce marketing models. The market competition pattern of
the non-staple food industry has also changed greatly. In addition to the original
competitors, some non-traditional enterprises have begun to challenge the original
channel development mode of the non-staple food industry, which may face a new
round of reshuffle. In this context, due to the unreasonable distribution channel
structure, weak competitiveness of distribution channel, chaotic distribution channel
management and serious distribution channel conflict of MZ Food Co., LTD., coupled
with the continuous fierce competition in the same industry, the company's products
unsalable backlog. This paper explores the problems existing in distribution channels
of MZ Food Co., LTD., in order to help the company achieve the improvement of
product sales, but also to provide distribution case experience for other non-staple
food production companies.
This paper reviews the domestic and foreign research on non-staple food
distribution channels. Based on the theory of distribution channels, it analyzes the
internal and external marketing environment of MZ Food Co., Ltd. in xinjiang market.
Based on the investigation and research of distribution channel management problems
by questionnaire survey and interview method, It is found that the irrationality of the
existing distribution channel structure of MZ Food Co., Ltd. is reflected in too many
levels of distribution channels and excessive reliance on traditional distribution
channels. The weak competitiveness of the company's distribution channels is
reflected in product operation and selection of distribution channel members. The
company's distribution channel management chaos is reflected in the scattered
distribution channel management department and distribution channel adaptability is
not strong; The distribution channel conflict of the company is seriously reflected in
the horizontal distribution channel conflict and vertical distribution channel
conflict. Finally, according to the problems found, this paper puts forward some
suggestions for MZ Food Co., Ltd. to optimize distribution channel strategy in
Xinjiang market, including optimizing distribution channel structure, enhancing
distribution channel competitiveness, strengthening distribution channel management
and reducing distribution channel conflict.
Keywords:
Non-staple
food
market;Distribution
channel;Strategy
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Abstract
optimization;MZ Food Co., Ltd
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目录
目录
摘要 .................................................................................................................................................. I
Abstract...........................................................................................................................................II
第 1章绪论 .................................................................................................................................... 1
1.1研究背景及意义................................................................................................................. 1
1.1.1研究背景.................................................................................................................. 1
1.1.2研究意义.................................................................................................................. 1
1.2国内外副食品分销渠道研究综述..................................................................................... 2
1.2.1国内外关于副食品批发市场研究.......................................................................... 2
1.2.2国内外关于副食品零售市场研究.......................................................................... 3
1.2.3国内外关于副食品电子商务研究.......................................................................... 4
1.2.4研究述评.................................................................................................................. 6
1.3研究内容与研究方法......................................................................................................... 6
1.3.1研究内容.................................................................................................................. 6
1.3.2研究方法.................................................................................................................. 8
第 2章相关概念及理论基础....................................................................................................... 10
2.1分销渠道的定义............................................................................................................... 10
2.2分销渠道的功能............................................................................................................... 10
2.3分销渠道的分类............................................................................................................... 10
2.4分销渠道的管理............................................................................................................... 11
2.4.1分销渠道成员选择................................................................................................ 11
2.4.2培训分销渠道成员................................................................................................ 11
2.4.3分销渠道成员评估................................................................................................ 12
2.4.4分销渠道冲突管理................................................................................................ 12
第 3章和田美滋滋食品有限责任公司新疆市场营销环境分析............................................... 13
3.1和田美滋滋食品有限责任公司简介............................................................................... 13
3.2公司内部营销环境分析................................................................................................... 13
3.2.1人力资源情况分析................................................................................................ 13
3.2.2公司产品情况分析................................................................................................ 13
3.2.3产品产能情况分析................................................................................................ 14
3.2.4产品分销渠道现状................................................................................................ 15
3.3外部行业环境分析........................................................................................................... 17
IV
。。。以下略