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论文编号：	3612
作者编号：	2220090954
上传时间：	2011/11/4 15:06:30
中文题目：	伊利集团企业分销模式进化研究
英文题目：	Yili Group evolution of enterprise distribution model
指导老师：	白长虹
中文关键字：	关键词：伊利集团;渠道发展;整合营销;区域一体化;创新管理
英文关键字：	Key words: Yili Group; Channel development; Integrated marketing; Regional integration; Innovation management
中文摘要：	通过多年乳业销售的实战，深感中国乳业及快速消费品行业竞争之激烈，通过所在企业经历，目睹中国乳业从小到大发展，目睹所在企业从一个名不见经传的小企业成为中国乳业龙头的过程，期间变革参与或见证，尤其作为一名营销人员，身处竞争第一线，感受结果来之不易，作为一名市场营销专业毕业的学生，能亲自在实践中运用理论知识更是一次难得的机会，作为一线运作人员，所接触最重要的部分是营销中的渠道管理部分，我们企业的成长轨迹几乎就是中国企业由小到大的发展史，渠道变革史，笔者通过亲身经历结合营销渠道理论，重点将营销中的渠道理论与企业发展实践相结合，希望找到一条适合中国企业发展的成功之路，或者少走弯路，解决企业运行中的实际问题。这篇论文主要的目的是通过从发展的角度看问题，结合社会发展变革的背景，企业成长的历程来看待企业渠道模式的运用。作为以消费者需求为导向的快速消费品。除了本身的产品质量满足消费者的愿望。食品安全符合国家的法律规范等基本条件。判断企业的实力需要看规模和盈利状况。这也是大多数企业的追求，而伊利集团就是具有这样优异表现的企业之一，其中造成这样结果的因素很多。但作为共性的因素，渠道运作方面，伊利集团的改革创新一直走在同行的前列。无论从自由时期的快速布建，成长时期的细分，到精细化管理时期再到目前的一体化运营模式。都在创新适应社会与企业的发展。更为重要的是，作为一个学习型的组织。从不照搬，而是在学习中吸收，形成了自己独有的吸纳文化，有效的结合企业自身的特点，去创新性的运用。取得了良好的效果。其实，作为快速消费品的企业。运用营销4P理论是基础，而表现的差异就是运用的差异，中国的快销品行业中的企业很多，每天诞生的也很多，消亡的也很多。如果企业需要有一个长远的眼光，立足于实业经营。那么，经营中就必须注重渠道的经营与发展，这也是企业长久发展的基石、可持续发展的保障。也是企业抗风险能力的体现。通过这篇伊利集团渠道发展模式的阐述，总结，能给关注渠道发展与作用的企业有所借鉴和帮助。
英文摘要：	Through years of dairy sales training, I deeply felt fierce competitions in China daily industry and fast-moving consumer goods industry, from the experience of our own enterprise; I saw the development of China daily industry from weak to strong and the process of development of our own enterprise from little known to be bibcock of China daily industry, witnessing all the revolutions during the time, especially be a marketing specialist, I felt so hard to get the great achievements because I have been in the front-line position of competition. Be a student of major of marketing management, it’s a precious chance for me to use theoretical knowledge in practice, and in the meantime, be the front-line operation staff; the most important part for us is the channel management in marketing management. The growth track of our enterprise from small to big is almost like the development history and channel revolution of China enterprises, the writer gets through his own experiences and channel marketing theory, emphasizing the combination of channel theory with the practice of enterprise development, to find a way for Chinese enterprises to success or avoid detours at least and solve practical issues in business operations. The main aim of this thesis is to see issues using development prospect, combining the background of society development and revolution to see the operations of enterprise channel model during process of enterprise development. Since Fast Moving Consumer Goods which leaded by consumer’s requests, except the basic conditions of product quality can meet consumer’s desires and food safety standards meet national laws, to achieve large-scale and profit is also the purposes of most enterprises, and Yili Group is one of those corporations which have the excellent features. Many factors can form the results, but for the general factor, Yili Group’s reform and innovation on channel operations have been posted front in the trade. No matter from quick establishment of free period, subdivision of growth period or delicacy Management period to present integrated operation mode, all based on societal innovation suitability and enterprise development, what’s more, be a studious organization, not just copying others but absorbing from learning to form particular absorbing culture of oneself own. Finally, use it innovatively and get good effects. In fact, be fast-moving consumer goods industry, using marketing 4P theory is basic, but the expressional differences are exactly the operational differences. There’re so many fast product industries in China, birthing more everyday and dying more everyday, too. If the corporation has a long-term vision and establish in industry operation, it must emphasize operation and development of the channel in process, this is the footstone of long development and guarantee of sustainable development, and also the reflection of anti-risk capability for one corporation. Through the summary article of channel development of Yili Group, hoping it’s useful and referenced for the enterprises which are pay attention to channel development and effect.
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