發(fā)布時(shí)間：2018-02-27 01:24

  本文關(guān)鍵詞： 互聯(lián)網(wǎng) 營(yíng)銷(xiāo)渠道 搜索引擎優(yōu)化 奶制品　出處：《哈爾濱工業(yè)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：奶制品在中國(guó)近十年的發(fā)展十分迅速,行業(yè)競(jìng)爭(zhēng)也日益激烈,如何在競(jìng)爭(zhēng)中利于不敗之地是奶制品企業(yè)都需要考慮的問(wèn)題。在產(chǎn)品、價(jià)格差異變小,促銷(xiāo)手段趨于類(lèi)似的前提下,獲得渠道優(yōu)勢(shì)已經(jīng)成為贏得市場(chǎng)競(jìng)爭(zhēng)的重要因素。在當(dāng)前形勢(shì)下,如何根據(jù)消費(fèi)者的需要不斷的對(duì)營(yíng)銷(xiāo)渠道進(jìn)行完善,是雀巢(中國(guó))公司面臨的問(wèn)題。本文在充分闡述營(yíng)銷(xiāo)渠道相關(guān)理論的基礎(chǔ)上,從多個(gè)角度對(duì)雀巢(中國(guó))公司奶制品的營(yíng)銷(xiāo)渠道的發(fā)展環(huán)境和當(dāng)前情況進(jìn)行分析,并針對(duì)存在的問(wèn)題提出建設(shè)性改善意見(jiàn)及方法。本論文共分為四個(gè)章節(jié):第一章將介紹本課題的研究背景、目前國(guó)內(nèi)外營(yíng)銷(xiāo)渠道的研究現(xiàn)狀,并對(duì)營(yíng)銷(xiāo)渠道的相關(guān)理論進(jìn)行綜合闡述。第二章將對(duì)雀巢公司奶制品營(yíng)銷(xiāo)渠道的發(fā)展環(huán)境及發(fā)展現(xiàn)狀進(jìn)行介紹;第三章將對(duì)目前雀巢公司奶制品營(yíng)銷(xiāo)渠道中存在的問(wèn)題進(jìn)行分析。第四章將在第三章提出的問(wèn)題基礎(chǔ)上,對(duì)雀巢公司奶制品營(yíng)銷(xiāo)渠道提出具體優(yōu)化措施。最后部分將提出本文的結(jié)論。
[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.

【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F416.82

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