伊利公司营销渠道研究.doc

摘要:随着改革开放以来市场经济的发展，国民消费购买力大增，GDP每年以两位数的速度增长。特别是最近几年来，消费者不单单只注重简单的食品消费，更加注重饮食的品质，对奶制品的需求不经在量上的增加，而且注重奶制品的营养含量。消费者更加最求高钙低脂的奶制品需求。

　　　伊利公司作为中国最大的乳制品公司，国家的龙头企业更应该抓住机遇，为国内保证良好的供货，提供良好的品质。奶制品也属于快消品，快消品的消费中，渠道是相当重要的，有渠道为王之称。伊利公司延续19年的发展，拥有良好的分销渠道，分文主要通过乳制品行业现状，伊利公司的渠道现状，再分析行业背景，渠道现状的基础上，再对伊利公司的渠道的分销，渠道冲突，渠道窜货，渠道下沉，渠道优化创新等方面作出改进建议。

关键词：行业现状 渠道类型 分销渠道 窜货 渠道优化

ABSTRACT:With the development of market economy since the reform and opening up, the national consumer purchasing power increased, the annual GDP growth at the speed of two figures. Especially in recent years, consumers not only pay attention to simple food consumption, pay more attention to the quality of the food, demand for dairy products without increase in quantity, but also pay attention to the nutritional content of milk products. Consumers more for high calcium low-fat dairy products demand.

　　　Damn discusses the status of dairy industry, the company channel status erie. Yili company as China's largest dairy company, the country's leading enterprises should seize the opportunity, for the domestic guarantee good delivery, to provide good quality. Milk products also belongs to the fast consumer goods, consumer goods consumption, the channel is very important, there are channels for the king said. Development of Yili company continues 19 years, have a good distribution channels, to analysis the industry background, basic channel status, then the Erie company's distribution channel, channel conflict, channel out-zone sale, sinking channels, channel optimization and innovation, to make improvement.

Keywords: The status of industry; channel type; distribution channel; goods; channel optimization

　　　伊利公司作为中国领先的乳制品企业，具有较好的渠道模式。但从销售的属性来看，也是快消品，那么他的渠道在大的渠道理论中就存在渠道问题。通过查阅快消品的渠道理论资料，乳制品行业现状，伊利公司发展概况，伊利公司渠道现状。对伊利公司的渠道进行研究学习，重点针对伊利公司的渠道冲突，渠道恶性销售，渠道窜货进行了深刻的分析，在分析的基础上提出可改进建议。