The Mengniu Distribution Channel Characteristics

Chinese diary industry is an emerging industry, which is developedquickly. Lots of international diary giants are appealed to the possibilityof huge profits, which makes the situation of competition growingfiercely. That how to excel becomes a rigor problem for the domesticdiary companies. Nowadays, by the background of the similarity of thequality of diary products and the means of promotion and the cheapeningof the price, the companies focus on the reconstruction of the distributionchannel to gain the competitive advantage. Mengniu does a good job inthe construction of distribution channel. The dissertation tries to combinethe characters of the industry with the Chinese present situation, researchthe successful points of the Mengniu distribution channel with thechannel theories, in order to give a right direction to the domestic diarycompanies. The dissertation retraced the related literatures of channelrelationship and the Area Roller Sales firstly. The second part of thedissertation is the background of the research, which briefly illustrates thepresent development of Chinese diary industry and Mengniu history. Themain part is the chapter three and four, the third chapter introduces thebasic structure and policies of distribution channel in detail, which is thefoundation of the research. The fourth chapter is the core of thedissertation, it highlights the characters of the Mengniu distributionchannel: they are creativity, variation, adaptation and harmonization. Thelast part draws a conclusion, which gives the domestic diary companiessome suggestions.