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1、哈尔滨工业大学工商管理硕士学位论文AbstractThisarticlemainlystudiesmarketingchannelmanagementofLongDanpoweredmilkinHeilongjiangprovince.LongDanpoweredmilkisadomesticbrandwithrelativelylonghistoryinthePoweredmilkindustryinChina,whosephilosophythat“qualityranksfirst”alwayslead
2、sitforward.However,theshortsightedmarketingmodelmadeitfarbehindothercompetitors,fromsplendidsuccessinthepasttowalkingwithdifficultynow.Intherecentyears,manyaccidentsconcerningqualityproblemsoccurredinthepowdermilkindustry,andthemajorityofthefamousdomesticpo
3、wdermilkcompaniesfeltwhackedafterinvestingalargeamountofmoneywithoutconsideringtheprofitstorebuildthecompanies’fames.Thisarticle’saimistoillustratehowdoesthethird-rateLongDanpoweredmilkwhichwerenotinvolvedinthesenegativeaccidentsholdandoccupythenativemarket
4、throughtheimprovementandimplementofmarketingchannelmanagementintheHeilongjiangnativemarket,andsetatemplateforthegoalthatmoveforwardtothenationalmarket.Thisarticleisbasedonthebasictheoriesofmarketingchannelmanagement.Firstly,Iobjectivelyandconcretelyelaborat
5、eandanalyzethecurrentsituationofLongDanpowdermilkintheHeilongjiangmarketandsomeissuesaboutmarketingchannelmanagement,andfindoutthecruxofaffectingandlimitingitsdevelopment.Itmainlyincludes：theweakabilitytocontrolthedealers;unsmoothcommunicationofchannelinfor
6、mation;lowefficiencyofwarehousinganddistributioncausingtheoverstockandtheshortageofgoods;thelackingeffectivemaintenanceofretailterminal.Afterthat,IidentifythekeypointsoftheimprovementofmarketingchannelmanagementinHeilongjiangbyanalyzingthemacroenvironment,c
7、ompetitiveenvironmentandtheconditionofconsumersinHeilongjiangpowdermilkmarket,andcombinedwiththecurrentconditionofthecompanyfindingouttheopportunities,threats,advantagesanddisadvantagesofLongDanpoweredmilk.Finally,thisarticleoptimizesthepolicyofthedealerman
8、agement,themanagementofretailterminalandthemanagementofwarehouseandtransshipmentofLongDanpoweredmilkinHeilongjiangmarket.Meanwhile,LongDanisexpectedtomaintainthestablechannelsalestroopand-II-哈尔滨工业大学工商管
