婴幼儿奶粉行业的医务渠道与传统渠道的对比研究..docVIP

婴幼儿奶粉行业的医务渠道与传统渠道的对比研究. 婴幼儿奶粉行业的医务渠道与传统渠道的对比研究. PAGE / NUMPAGES 婴幼儿奶粉行业的医务渠道与传统渠道的对比研究. 题 目 : 婴少儿奶粉行业的医务渠道与传统渠道的对照研究 ——以圣元为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘 要 婴少儿奶粉行业是近十年来发展起来的旭日产业，因其行业均匀利润率较高、市场规模巨大和进入门槛较低而遇到众多国内外商家的追捧。 本文从目前国内的研究现状出发，对文中波及到的婴少儿奶粉行业的传统营销渠道和医务渠道基本看法做了界定，从而指出了婴少儿奶粉行业展开医务渠道的重要性。接着介绍了婴少儿奶粉公司怎样有效的开发和保护医务渠道，商讨了开发医务渠道的技巧和方法，为随后的研究确立了基础。而后经过对圣元营销渠道的剖析和研究，引出了婴少儿奶粉行业应推行整合营销，而不是采用单调的营销渠道模式。最后阐述了婴少儿奶粉行业应采纳医务渠道与传统营销渠道相联合的方式，从而提高产品的有名度和品牌的美名度。 经过本文的研究，获取以下主要结论：在一准期间内，婴少儿奶粉的传统营销渠道是合适我国国情的，传统终端仍将是奶粉购置的主要渠道。医务渠道的开发是抢占市场先机、品牌推行的过程，真实意义上的销售是在市场上实现的，所以，婴少儿奶粉行业的新出路在于怎样将医务渠道与传统营销渠道有效整合。 重点词： 婴少儿奶粉 营销渠道 整合 I Title The study of the comparison between medical channel and traditional channel in infant powdered milk trade take the example of Synutra Abstract Infant powdered milk trade is a new industry develops in recent 10 years. It is admired by lots of domestic and foreign businessmen for its high average profit rate in this trade, large market size and low entry barriers. According to the state of recent study in our country, we interpreted the concepts of traditional marketing channel and medical channel which are inferred in this article, then we pointed out the importance of application of medical channel in infant powdered milk trade. Then we introduced how enterprises develop and safeguard the medical channel effectively, and studied the skills and methods to develop medical channel, to base the following study. After that, we analyzed Synutra ’marketings channel in detail to lead to the point in this article that infant powdered milk trade should apply integrated marketing rather than a single marketing channel. Finally, we stated that infant powdered milk trade should use the integrated marketing method which integrated the traditional marketing channel and medical channel to increase the popularity of the product and the good reputation degree of the brand. According to the study of this article, we got the following point: In a certain period, the tradition