婴幼儿奶粉行业的医务渠道与传统渠道的对比研究

题目: 婴幼儿奶粉行业的医务渠道与传统渠道的对比研究

——以圣元为例

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指导教师：教师职称：

摘要

婴幼儿奶粉行业是近十年来发展起来的朝阳产业，因其行业平均利润率较高、市场规模巨大和进入门槛较低而受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，对文中涉及到的婴幼儿奶粉行业的传统营销渠道和医务渠道基本概念做了界定，进而指出了婴幼儿奶粉行业开展医务渠道的重要性。接着介绍了婴幼儿奶粉企业如何有效的开发和维护医务渠道，探讨了开发医务渠道的技巧和方法，为随后的研究奠定了基础。然后通过对圣元营销渠道的分析和研究，引出了婴幼儿奶粉行业应实行整合营销，而不是采用单一的营销渠道模式。最后论述了婴幼儿奶粉行业应采取医务渠道与传统营销渠道相结合的方式，从而提高产品的知名度和品牌的美誉度。

通过本文的研究，得到以下主要结论：在一定时期内，婴幼儿奶粉的传统营销渠道是适合我国国情的，传统终端仍将是奶粉购买的主要渠道。医务渠道的开发是抢占市场先机、品牌推广的过程，真正意义上的销售是在市场上实现的，因此，婴幼儿奶粉行业的新出路在于如何将医务渠道与传统营销渠道有效整合。

关键词：婴幼儿奶粉营销渠道整合

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 ba se the following study. After that, we analyzed Synutra’s marketing 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 traditional channel of infant powdered milk fits the situation of our country, the terminal channel will also be the main channel in powdered milk’s purchase. The development of medical channel is the process of seizing market to take the initiation and promoting the brand. The true sense sale only can be achieved in the market, so the integration of traditional channel and medical channel effectively is a new way to make infant powdered milk prosper.

Keywords: Infant powdered milk Marketing channel Integration

目次

1引言 (1)

1.1选题背景 (1)

1.2研究的目的和意义 (1)

1.3文献综述 (2)

1.4研究的主要内容与方法 (3)

2我国婴幼儿奶粉行业的现状 (4)

2.1婴幼儿奶粉行业的特点 (5)

2.2婴幼儿奶粉行业的竞争状况 (5)

3婴幼儿奶粉的营销渠道分析 (7)

3.1婴幼儿奶粉行业的传统营销渠道分析 (7)

3.2婴幼儿奶粉行业的医务渠道分析 (10)

3.3如何建立婴幼儿奶粉市场的医务渠道 (11)

3.4如何有效维护医务渠道 (14)

3.5医务渠道与传统营销渠道的关系研究 (15)

4婴幼儿奶粉行业营销渠道的案例研究 (16)

4.1圣元公司简介 (16)

4.2圣元的营销渠道分析 (17)

4.3圣元营销渠道的整合研究 (17)

结论 (20)

致谢 (21)

参考文献 (22)