贝因美营销渠道优化研究

发布时间：2018-03-14 16:38

本文选题：营销渠道　切入点：渠道模式　出处：《兰州理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：目前国内的母婴食品市场风起云涌,国外乳业巨头大举进入国内市场,跨境电商、与海淘等积极抢占市场,母婴产品的价格也呈下降趋势,同时国家奶粉新政规范了市场并提出了更严格的要求,这些都给母婴食品行业带来极大的挑战,整个行业和相关的母婴企业都面临着严峻的考验。作为国产奶粉第一品牌的贝因美公司已经遇到了发展瓶颈,优势的奶粉业务遇到销售业绩下滑,净利润减少,新业务又需要诸多的资源扶持。贝因美的营销渠道的变革,主营业务实现优化升级是目前的当务之急。本文以贝因美公司为对象,研究了贝因美公司的营销渠道优化的策略及内容。本文首先以营销渠道的相关理论为基础,分析了母婴行业营销渠道的市场竞争环境、不同渠道体系的优劣、演变过程及发展趋势,然后根据贝因美公司的现状、客户需求特征等分析了贝因美营销渠道体系目前存在的问题,从而明确贝因美营销渠道体系优化的方向。贝因美的营销渠道的优化应以客户为中心的变革,以各个细分市场的消费者产品和服务的需求为中心,充分考虑创新技术所带来的挑战和机遇从而来带动企业的整体优化。根据营销渠道优化的指导思想、基本原则与主要目标,从营销渠道模式、营销渠道结构、营销渠道关系等三个维度来优化贝因美营销渠道体系,增强贝因美在母婴行业中的核心竞争力。最后对贝因美营销渠道模式、结构与关系优化情况进行评价。
[Abstract]:At present, the domestic food market for mother and child is surging, and foreign dairy giants are entering the domestic market on a large scale. Cross-border e-commerce companies, and other countries, such as Haitao, have actively seized the market, and the prices of mother and child products have also shown a downward trend. At the same time, the new national milk powder policy has standardized the market and put forward more stringent requirements, which have brought great challenges to the maternal and child food industry. The whole industry and related mother and child enterprises are facing a severe test. As the first brand of domestic milk powder, Beingmei has encountered a bottleneck in its development. The superior milk powder business has encountered a decline in sales performance and a decrease in net profit. The new business also needs a lot of resources support. The change of the marketing channel of Beimei, the optimization and upgrading of the main business is an urgent matter. Firstly, based on the theory of marketing channel, this paper analyzes the market competition environment and the advantages and disadvantages of different channel systems in the mother and child industry. Then according to the current situation of Beimei Company and the characteristics of customer demand, this paper analyzes the existing problems of Beinmei's marketing channel system. In order to clarify the direction of the optimization of Beinmei's marketing channel system, the optimization of Beinmei's marketing channel should be customer-centric and centered on the needs of consumer products and services in various segments of the market. Fully consider the challenges and opportunities brought by innovative technology to drive the overall optimization of enterprises. According to the guiding ideology, basic principles and main objectives of marketing channel optimization, from the marketing channel model, marketing channel structure, Three dimensions of marketing channel relationship to optimize the Beinmei marketing channel system, enhance the core competitiveness of Beimei in the industry. Finally, the Beinmei marketing channel model, structure and relationship optimization is evaluated.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.82

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