A Study On The Marketing Channel And Strategy Of Dairy Products Of Nestle China

The development of milk products is very rapid in the last ten years in China. The industry competition is also very intense. How to remain invincible is an issue need to consider by milk products enterprises. Under the precondition of difference between product and price becoming smaller, sale promotion methods tending to be similar, obtaining channel advantage has become the important factor to win the market competition. In current situation, how to perfect marketing channels constantly in line with consumer demands is the problem encountered by Nestle(China).Based on fully elaborating related theories of marketing channels, this paper analyzes development environment and current situation of marketing channels of Nestle(China)'s dairy products, puts forward constructive recommendations and methods on existing problems. This paper can be divided into four chapters: Chapter One will introduce research background of this topic, and research status of domestic and overseas marketing channels, and elaborate related theories of marketing channels comprehensively. Chapter Two will introduce development environment and development status of dairy products' marketing channels in Nestle Corporation. Chapter Three will discuss existing problems of dairy products' marketing channels in Nestle Corporation. Based on Chapter Three, Chapter Four will put forward specific optimization measures on dairy products' marketing channels in Nestle Corporation. In the end, the paper will draw a conclusion.