冰鲜类进口食品营销渠道运营模式创新分析

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1、英文摘要ABSTRACTInrecentyears，people’Sconsumptionlevelhasgraduallyimprovedandupgrade．ThefoodgradehasbeenturnedtoNutritionalandhealthyfromsubsistenceinthepast．Thedirectionoffoodproductshasbeenchangedtoimportedfoodfromdomesticfood．Inourcountry，moreandmorepeoplearebe

2、ginningtopayattentiontofoodsafetyissues．Atthistime，theimportedfoodhavelistedonpeople’Stable．However，themarketingoftheimportedice-freshfoodisstillnotcompletelyopening．Onthebasisofalotofliterature，thispaperusesthetheoryresearchcombiningwithpredictanalysistoanaly

3、ze．ItmakesMarketingchannelconstructionastheplatformoftheory．Atthesametime，thispaperusestheice-freshfoodastheobjectofstudy．Anditshowsthatalthoughthemarketingsituationofdomesticinfreshclassfoodispoor，thepowerofconsumptionofpeopleespeciallythewhite-collarpeopleis

4、high．Andpeoplepaymoreattentiontothehealthydiet．Atthesametime，withthesupportingofthetheory，accordingtotheaggregatedemandofimportedice—freshfood1995to2012，andusetheGreysystemforprediction．Itpredictstheresultthattheamountofdemandofimportedice-freshfoodhasincrease

5、dyearbyyear．Anditisprovedthatthemarketrequirementofimportedice-freshclassfoodishuge．Basedontheabovetheoryanddataanalysis，thispaperputsforwardthe‘Double’marketingchannel．Afterusingthemanagementpolicyandmanagementfocus，itestablishestheelementsofmarketingchannela

6、ndthekeypoints．Atthesametime，itputsforwardthefourModernizationswhichisthat‘strictmanagement，qualitystandardization，fineservice，serializationofmarketing’．Anditcreatesanewpointoftheoperationmodeoftheimportedice-freshfoodofmarketingchannels．Itincludesthreeoperati

7、onsystemstoguaranteetheimplementationofthechannelmode．Itrespectivelyformsthreeoperationsystemsoftheestablishingaproductsecuritysystem，establishingthemarketingorganizationsystem，improvingthebrandcommunicationsystem．Itnotonlyoffersthetheoreticalreferenceforimpor

8、tedice-freshfood，butalsoprovidescertainapplicationvalueforenterprisepractice．KeyWords：ImportedIce—freshFood；GreyPrediction；‘Double’MarketingChannel；OperationsModel目录目录第1章绪论⋯⋯⋯⋯⋯⋯⋯⋯