雀巢（中国）公司奶制品营销渠道策略研究

发布时间：2018-02-27 01:24

本文关键词： 互联网营销渠道搜索引擎优化奶制品　出处：《哈尔滨工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：奶制品在中国近十年的发展十分迅速,行业竞争也日益激烈,如何在竞争中利于不败之地是奶制品企业都需要考虑的问题。在产品、价格差异变小,促销手段趋于类似的前提下,获得渠道优势已经成为赢得市场竞争的重要因素。在当前形势下,如何根据消费者的需要不断的对营销渠道进行完善,是雀巢(中国)公司面临的问题。本文在充分阐述营销渠道相关理论的基础上,从多个角度对雀巢(中国)公司奶制品的营销渠道的发展环境和当前情况进行分析,并针对存在的问题提出建设性改善意见及方法。本论文共分为四个章节:第一章将介绍本课题的研究背景、目前国内外营销渠道的研究现状,并对营销渠道的相关理论进行综合阐述。第二章将对雀巢公司奶制品营销渠道的发展环境及发展现状进行介绍;第三章将对目前雀巢公司奶制品营销渠道中存在的问题进行分析。第四章将在第三章提出的问题基础上,对雀巢公司奶制品营销渠道提出具体优化措施。最后部分将提出本文的结论。
[Abstract]:Dairy products in Chinese nearly ten years of development is very rapid, competition has become increasingly fierce competition in an invincible position, how to dairy companies need to consider problems. In the product, the price difference is smaller, promotion tends to be similar to the premise, obtain channel advantage has become the most important factor to win in the market competition. Under the current situation, according to the needs of consumers to improve marketing channels, is Nestle (Chinese) problems facing the company. This paper fully explained based on the theory of marketing channel, from the angle of Nestle (China) for analysis of the current situation and development environment of dairy company's marketing channel, and constructive improvement suggestions and methods to solve the existing problems. This paper is divided into four chapters: the first chapter introduces the research background, the current research of domestic and foreign marketing channels are The shape, and the theory of marketing channels is presented in this paper. The second chapter will present the development environment of Nestle dairy company marketing channel development and introduction; the third chapter analyzes the existing Nestle dairy company in the marketing channel. The fourth chapter will put forward based on the third chapter, put forward specific the optimization measures on the Nestle dairy company marketing channel. The last part will put forward the conclusion of this paper.

【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.82

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