新疆巴口香牛肉干分销渠道研究.doc

摘要:随着对外开放的不断扩大和市场经济体制深化改革的发展，中国逐渐融入到了经济全球化之中，成为世界都聚焦的最大市场。为了能够成功抢占“消费量世界最大的市场”，许多实力强劲的国际跨国公司将自身积累的资本投入到中国市场中，为了全面占领中国市场。食品行业的企业为了能够在优胜劣汰激烈的市场竞争中完全存活，对分销渠道中所应用的策略不断的进行学习和创新，这就形成了企业在渠道上的抢夺竞争优势地位上演的愈发的激烈，企业从渠道中所能够获得的利润愈发的减少，而渠道的建设和维护成本却节节攀升的局面。因此，从整体性的方向来设计渠道和建设渠道，这种趋势对于处在危机之中的食品企业来说刻不容缓。

　　　本文先是将新疆察布查尔锡伯自治县巴口香食品有限公司从成立之初至今在分销渠道方面的具体情况进行了介绍，以此作为后续研究的基础，从企业最近的市场—新疆市场出发，结合研究对象自身发展需要，针对性的提出了该公司在分销渠道的完善改良和策略，并试图尝试建立新渠道—网络渠道，由此使企业分销渠道“脱胎换骨”，使企业的发展向前迈一步。由此希望能够为业内具有相同分销渠道方式的企业提供一些有效的参考价值和借鉴经验。

关键字:市场营销 分销渠道 食品行业 渠道现状 渠道优化

ABSTRACT:With the development of deepening reform and expanding opening to the outside world and the market economy system, China has gradually integrated into the economic globalization has become the biggest market in the world, are focusing.In order to be able to successfully seize the "market" consumption of the world's largest, most powerful international Multi-National Corporation will own accumulation of capital into China market, to occupy the Chinese market.Food industry enterprises in order to be able to survive in the survival of the fittest in the fierce market competition, the application of distribution channel strategy is constantly learning and innovation, which formed a staged robbery competitive advantage status of enterprises in the channels of the increasingly fierce, more and more enterprises from the channel which can obtain profits, and channel construction and maintenance costs are rising steadily.Therefore, to design the channel and channel construction from the overall direction, this trend in the crisis of food enterprises brook no delay.

　　　This paper first will Qapqal Xibe Autonomous County in Xinjiang bakouxiang food limited company from its inception has specific situations in the distribution channels are introduced, the basis for follow-up research, starting from their recent market - Xinjiang market, combined with the research object of own development needs, puts forward the company in the distribution channel the improvement and strategy, and try to create new channels, network channels, thus make the enterprise distribution channels "thoroughly to remould oneself", make the development of enterprises to take a step forward.The hope is to provide some effective reference and experience the same distribution channel modes of enterprises for the industry has.

Keywords: Marketing;Distribution channels;The food industry;Channel status;Channel optimization

　　　在中国市场经济体制深化改革不断完善和对外开放三十年取得巨大成果下，中国逐渐成为全世界聚焦的地方，在经济全球化、一体化的世界经济中扮演着越来越重要的角色，中国也成为各个国际公司所关注的重要市场。许多国际实力强劲的跨国公司将自身积累多年的资本投入到中国市场中，为了实现其全面占领中国市场的战略目标。这使得原本竞争激烈的食品市场“雪上加霜”，行业内的企业面临着迄今为止最具有挑战和冲击的时期。

　　　食品企业为了能够在现有激烈的市场竞争中存活下来，没有间断的对分销渠道的策略进行学习和创新，特别是康师傅的“精耕通路”策略被视为分销渠道策略中的经典案例，不断被其他企业所学习研究。面对渠道竞争的激烈，利润空间的缩小，运作成本的攀升情况。企业应该从整体性的方向来设计渠道和建设渠道，这种趋势对于处在危机之中的食品企业来说刻不容缓。