蒙牛营销渠道分析.docx

蒙牛营销渠道分析

第一篇：蒙牛营销渠道分析沈阳理工大学生产实习报告摘要蒙牛集团是我国乳制品产业最耀眼的一颗新星，他的成长速度堪称奇迹，蒙牛乳业集团正按照确保在2011年跻身“世界乳业15强”的既定目标，为中国乳业的发展，为国人体魄的强健，为内蒙经济的腾飞做着自己不懈的努力，蒙牛也进军冰淇淋市场，并且冰淇淋也是蒙牛的利润增长点。2010年6月我很荣幸作为蒙牛乳业（沈阳）有限责任公司冰淇淋东北事业部的实习业务员，在半个月对蒙牛冰淇淋的销售渠道，零售终端的实地考察，我大致地了解了沈阳地区冰淇淋市场的现状。对蒙牛集团也有了大致的了解；尤其对蒙牛冰淇淋的营销渠道、市场运作有了一个大概的认识。在这次实地调查中了解到蒙牛在销售渠道上有一些小问题存在，下面是本人结合书本所学的知识进行分析总结，并提出一些解决办法，希望能给蒙牛公司带来帮助。关键词：蒙牛集团冰淇淋营销渠道I沈阳理工大学生产实习报告SummaryChina'sdairyindustry,MengniuGroupisthemostdazzlingstar,hisgrowthhasbeenamiracle,MengniuDairyGroupistoensurethatin2011accordingtoamongthe“WorldDairyTop15”oftheestablishedobjectivesfortheChinesedairyindustryThedevelopmentoftheChinesepeople'sstrongphysically,fortheeconomictakeoffinInnerMongolia,doingtheirtirelessefforts,Mengniuhasalsoenteredtheicecreammarket,andtheicecreamisMengniu'sprofitgrowth.June2010IamhonoredasMengniuDairy(Shenyang)Co.,Ltd.ofNortheastDivisionofthepracticeoficecreamsalesman,Mengniuicecreaminhalfofthesaleschannels,theretailendofthesitevisits,IlearnedtoroughlyShenyangicecreammarketstatusquo.MengniuGrouphasalsobeenonthegeneralunderstanding;especiallyicecreamMengniu'smarketingchannels,markethavearoughunderstanding.InthefieldsurveyintheknowinthesalesQudaoMenqniuhaveanumberofXiaoWenticunzai,yesIcombinethefollowingbooksSuoxueofZhishiaresummarized,andsuggestsomesolutions,MengniuGongsidailaihopethatIcantohelp.Keywords:MengniuGroupIcecreamMarketingChannelsII沈阳理工大学生产实习报告目录企业简介..................................................................................................................12蒙牛企业的swot分析............................................................................................22.1优势strength....................................................................................................22.2劣势weakness.................................................................................................32.2.1人才晋升与引进...................................................................................32.2.2服务体系的薄弱...............................................