婴幼儿奶粉行业的医务渠道与传统渠道的对比研究

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1、题目:婴幼儿奶粉行业的医务渠道与传统渠道的对比研究——以圣元为例院系名称：专业班级：学生姓名：学号：指导教师：教师职称：摘要婴幼儿奶粉行业是近十年来发展起来的朝阳产业，因其行业平均利润率较高、市场规模巨大和进入门槛较低而受到众多国内外商家的追捧。本文从目前国内的研究现状出发，对文中涉及到的婴幼儿奶粉行业的传统营销渠道和医务渠道基本概念做了界定，进而指出了婴幼儿奶粉行业开展医务渠道的重要性。接着介绍了婴幼儿奶粉企业如何有效的开发和维护医务渠道，探讨了开发医务渠道的技巧和方法，为随后的研究奠定了基础。然后通过对圣元营销渠

2、道的分析和研究，引出了婴幼儿奶粉行业应实行整合营销，而不是采用单一的营销渠道模式。最后论述了婴幼儿奶粉行业应采取医务渠道与传统营销渠道相结合的方式，从而提高产品的知名度和品牌的美誉度。通过本文的研究，得到以下主要结论：在一定时期内，婴幼儿奶粉的传统营销渠道是适合我国国情的，传统终端仍将是奶粉购买的主要渠道。医务渠道的开发是抢占市场先机、品牌推广的过程，真正意义上的销售是在市场上实现的，因此，婴幼儿奶粉行业的新出路在于如何将医务渠道与传统营销渠道有效整合。关键词：婴幼儿奶粉营销渠道整合TitleThestudyofth

3、ecomparisonbetweenmedicalchanneland22traditionalchannelininfantpowderedmilktrade-------taketheexampleofSynutraAbstractInfantpowderedmilktradeisanewindustrydevelopsinrecent10years.Itisadmiredbylotsofdomesticandforeignbusinessmenforitshighaverageprofitrateinthist

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6、edmilktradeshouldapplyintegratedmarketingratherthanasinglemarketingchannel.Finally,westatedthatinfantpowderedmilktradeshouldusetheintegratedmarketingmethodwhichintegratedthetraditionalmarketingchannelandmedicalchanneltoincreasethepopularityoftheproductandthegoo

7、dreputationdegreeofthebrand.Accordingtothestudyofthisarticle,wegotthefollowingpoint:Inacertainperiod,thetraditionalchannelofinfantpowderedmilkfitsthesituationofourcountry,theterminalchannelwillalsobethemainchannelinpowderedmilk’spurchase.Thedevelopmentofmedical

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