文档介绍：2013届本科生毕业论文学校代码:
学号:090602050110

煌上煌食品营销渠道的现状分析和对策研究
院部: 经济管理学院
专业: 市场营销
姓名: 陈玉琴
指导教师: 汪蓉
二〇一三年四月

毕业论文诚信声明
本人郑重声明:
所呈交的毕业论文《煌上煌食品营销渠道的现状分析和对策研究》是本人在指导老师的指导下,独立研究、写作的成果。论文中所引用是他人的无论以何种方式发布的文字、研究成果,均在论文中以明确方式标明。
本声明的法律结果由本人独自承担。
作者签名:
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摘要
随着我国的改革开放也随着提高,人们对畜禽肉类食品要求越来越要求丰富,因此现在食品企业也越来越重视产品市场营销策略,只要这样才能在食品市场竞争中先胜一筹。而对食品企业而言,建立畅通长效的渠道至关重要。
本文通过分析食品行业营销渠道的特点、存在的问题,并据此提出了诸多食品渠道的策略,如提高渠道绿色营销观念、建立扁平化营销渠道结构、形成内部一体化体系、网络直销、连锁配送等。以煌上煌公司为案列,煌上煌作为是一家以畜禽肉制品加工和食品深加工为主的食品著名企业,想要在畜禽肉深加工食品行业发展求生存中,其企业食品营销渠道过于传统,甚至落后于现代社会网络营销发展的速度,面对当前食品行业在营销渠道剧烈竞争的环境,对煌上煌企业来说进行合理有效营销渠道越来越有必要性,并对加强食品营销渠道的对策研究有重要的指导意义。
【关键词】食品营销营销渠道对策措施
Abstract
Along with our country's reform and opening up, with the rapid development of domestic economy, People's Daily life level also increased, people for livestock and poultry meat food demands more and more rich, so now the food enterprise also pay more and more attention to product marketing strategy, only in this way can in the food petition to win. And for food industry, establishing a long-acting channel is of crucial importance.
This article through the analysis of the characteristics of the food industry marketing channel and existing problems, and accordingly put forward the strategy of the many food sources, such as raising channels for green marketing concept, establish flat marketing channel structure, thus forming the integration of internal system, network marketing, chain distribution, pany as case, achieves the bright as a predominantly ChuQinRou products processing and food processing food famous enterprise, want to in deep processing of ChuQinRou strives for the survival in the food industry development, the enterprise of food marketing channels are too traditional, even far behind the speed work marketing development in modern society, facing the current food industry in the petition environment, marketing channel for bright bright on the enterprise to carry on the rea