食品企业分销模式及其策略分析

通过剖析我国食品企业传统分销渠道的诸多弊端,结合分销渠道管理思想及我国的实际情况,对企业分销渠道整合的基本策略进行探讨。在分析食品企业分销渠道一般模式的基础上,提出了渠道整合的基本策略,并从运作方式、模式优点等方面重点讨论了三种具体分销渠道模式:无店铺网络销售模式、面对零售商的直销模式、物流代理商网络模式。其中,后两种分销模式较易于推广利用,将逐步成为我国食品企业分销渠道的主要模式。

Based on the analysis of present situation and the disadvantages of traditional distribution channel patterns, the thesis makes an inquiry into the strategies of distribution channel management for foodstuff enterprises. The general distribution channel patterns are discussed comprehensively, and some channel improving strategies are put forward. Three significant patterns are analyzed in detail according to the measures of management and the advantages of the pattern. Especially, the logistics agent pattern and the direct marketing by retailing pattern will be expected to practice wide-spread in China.