福臨門公司營銷渠道變革研究.pdf

1、橇k哮’碩士學(xué)位論文學(xué)餃代碼：學(xué)r一：福；隅門公司營銷渠道變革研系(所)：管理學(xué)院姓業(yè)：工商管理指導(dǎo)教師：胡建績教授完成日期：2005年4月14日柬雅童：導(dǎo)癌局意勿壘義公話～‘咒j024(’’022025154冒一022025154趙5F原福I臨門公司營銷渠道變革研究BriefInthiscaseweprovidetheFMCGcompanySHANGHAIFortuneFood’reengineeringprocessinmarket

2、ingchannelareainChinesemarketsasanexample，totakeadeeplylookonmarketingchannelinFMCGfield，summarizeit’scharacters，takearesearchontrendsofchannelchartsanditsmembers，analyzeitsessentialneedsanddifficultyinfutureprocessInpap

3、erfinally，weanswerthesequestionsandgiveapossiblysolutionsInthefirstpart，wetakeareviewonorganizationrevolutionarytheoryBaseonthesereferences，wecouldknowwhatarethebasictruth，progressandwaysinmarketingchannelrefoITflInthese

4、condpart，wegivethebackgroundinformationonchannelreforminFortuneFoodCompanyfirstly，thehistoryandstatusquoinfood&cookingoilfieldwherefortunefoodcompanylocatedandthen，describetrendsonthewholeout—sourcemarketingbackgroundatl

5、ast，tellparticularlyoncompany’sdevelopmentprogress，organizationchartsandmainproductslineInthethirdpart，webringforwardthemainlyproblemsanddifficultiesonthischannelinFortuneFoodcompanyprovidetheonlywaywhichweshouldtakeinma

6、rketingchannelreforlnInfourthpartswecouldknowwhatresultswewillfaceafterthosereformsandstillinthispart；wemayUSetheseexperimentsandlessonstoguideourworkinthefutareKeywords：marketingchannel；smallpackagecookingoil；management