成都新希望乳业控股有限公司渠道策略研究

Abstract

新希望乳业控股有限公司是西南地区最大的乳业集团企业，拥有不可小觑的实力，其现今的地位与成就自然与科学合理的营销策略密切相关，就乳制品这类对新鲜程度要求较高的产品而言，最为重要的是渠道策略的正确制定和实施。本文在营销渠道管理的理论基础上，针对新希望乳业的渠道策略进行调查研究和分析。由于地域范围的限制，所以本文将对新希望乳业在成都地区所采取的渠道策略进行分析研究。本文采用的研究方法为走访调查法、观察法和参考文献法。 New Hope Dairy Holdings Limited, the largest dairy group enterprise of the southwest region, has the underestimated competitive power. Its present status and achievements are closely related to the scientific and reasonable marketing strategy. For dairy products, which have the higher requirements on the freshness, the most important is the correct formulation and implementation of the channel strategy. This paper is based on the theory of the marketing channel management, and has an investigation and analysis on the channel strategy of New Hope Dairy Industry. Due to geographical constraints, this paper will take the channel strategy analysis about the New Hope Dairy in Chengdu area. The research methods used in this paper are the method of interview and investigation, observational method and reference method.