我国乳业营销渠道现状与对策分析——以陕西省银桥乳业为例

An Analysis of Current Situation and Countermeasures on China's Dairy Marketing Channels——Taking Yinqiao Dairy in Shaanixi Province as An Example

乳业是我国发展迅速的朝阳产业,巨大的利润空间吸引大批国外乳业巨头涌入,使我国的竞争态势愈演愈烈,如何在竞争中取胜成为国内乳品企业的一大难题。运用现代渠道理论研究了银桥公司的营销渠道现状,在参考国内成功乳业渠道模式的基础上,提出银桥乳业渠道建设改进的建议。

Chinese diary industry is an emerging industry that develops very quickly. Lots of international diary giants are appealed to China because of the huge profit margin, which makes the competitive situation in China growing fiercely. So how to succeed in the competition becomes the rough problem for domestic companies. The paper studies the present situation of marketing channel in Yinqiao dairy company with modern channel theories and proposes some suggestions about the improvement of Yinqiao dairy channel construction based on the reference of domestic successful dairy channel models.