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| 我国液态奶营销渠道多元整合模式研究——光明乳业渠道多元整合模式实证研究 | |
| 引用本文： | 陈洁,鲍惠金,陈粤.我国液态奶营销渠道多元整合模式研究——光明乳业渠道多元整合模式实证研究[J].上海管理科学,2004,41(4):30-32. |
| 作者姓名： | 陈洁 鲍惠金 陈粤 |
| 作者单位： | 1. 上海交通大学管理学院 2. 浙江大学管理学院 3. 上海太太乐调味品有限公司 |
| 基金项目： | 国家自然科学基金课题“营销渠道关系模式的多元整合与战略联盟的形成机理研究”(70302017) |
| 摘 要： | 本文从研究国内液态奶企业的发展背景入手,分析了现代渠道新格局,即液态奶销售的主流渠道和新兴渠道的交叉混杂形成营销渠道的多元整合模式:分销渠道模式内部多元整合、传统分销渠道模式与订奶模式以及电子商务订奶模式的多元整合模式、产品与渠道组合的多元整合模式。多元整合的渠道拓展模式对液态奶企业从粗放的开拓型向精细的管理型转变有巨大的促进作用,是液态奶企业渠道拓展的创新。 |
| 关 键 词： | 营销渠道 多元整合模式 液态奶 |
Research on the Multi-integrated Channel Model of Liquid Milk in China |
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| Chen Jie Bao Hui-jin Chen Yue.Research on the Multi-integrated Channel Model of Liquid Milk in China[J].Shanghai Managent Science,2004,41(4):30-32. | |
| Authors: | Chen Jie Bao Hui-jin Chen Yue |
| Institution: | Chen Jie Bao Hui-jin Chen Yue |
| Abstract: | Starting from the development of Liquid Milk Enterprises in China, this paper has analyzed the new pattern of modern channel - the multi - integrated channel model of the main channel and the new channel, which includes the inner multi- integrated channel model, the multi - integrated channel model of traditional channel, milk- order model and milk - order by internet model. and the combination model of product and channel. The development of multi - integrated model drives the liquid milk enterprises to change from the development type to management type and has been the innovation of the channel model. |
| Keywords: | marketing channel multi - integrated model liquid milk |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ | |