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摘要：随着中国市场经济的不断深入发展以及我国民众生活水平的不断提高，特产企业已经逐渐成为人们居家生活中的一部分，无论是外出旅行还是商务接待，特产企业在我们的生活中都占据了重要意义。作为时下生活消费的刚性需求之一，特产企业开始成为许多人创业的主方向，这也导致了特产企业行业的竞争压力陡增。如何在众多的竞争对手脱颖而出，占据市场主动，成为我国特产企业行业面临的共同问题。目前，中国的特产企业还停留在以往的个体户经营的阶段，由于特产企业大多是家族式企业，导致在特产企业的经营管理上出现盲目、低端的情况。笔者以福新面粉为例，通过对福新面粉公司渠道营销的分析，结合现代营销理念——4C营销，来谈谈4C理论在特产企业渠道营销中的运用，并对福新特产企业当前经营的问题提出自己的建议或看法。52644
毕业论文关键字：小包装面粉；渠道营销；福新面粉
Marketing Channels Of Small Package Flour- A Case Study Of Fu Xin Flour
Abstract: With the deepening of China's market economy development and improvement of people's living standards in our country and specialty products enterprises has gradually become a part of people living in a home, whether it is to go out to travel or business reception, specialty products enterprises in our lives occupy the important significance. As one of the nowadays life consumption of the rigid demand, specialty business began to become the main direction of the many business people, which also led to the specialty industries and enterprises competition pressure increased sharply. How to stand out in a large number of competitors, to occupy the initiative, to become a common problem faced by the industry in our country. At present, the specialty of China enterprise still stays in the stage of previous self-employed business, mostly because the specialty enterprise family enterprise, leading to blind, low-end situation occurs in the specialty of the enterprise management. The blessing of the new flour, for example, use a combination of the modern marketing theory, 4C marketing, to talk about the 4C theory in the specialty of enterprise marketing channel of the and of blessing the new specialty companies currently operating problems proposed own advice or opinion.
KeyWords: Small Package Flour；Channel marketing；Fu Xin flour
目录
引 言 1
一、 绪论 2
（一）研究的背景和意义 2
1.研究背景 2
2. 研究的意义 2
二、 营销策略及渠道营销的概况 4
（一）营销策略的分析方法 4
（二）渠道营销的特点 5
（三）渠道营销的内容 5
（四）渠道营销的必要性 6
三、福新面粉渠道营销的实践 8
（一） 福新面粉简介 8
（二）福新面粉营销策略现状 8
1.市场细分与市场定位 8
2.目标客户群体分析 9
3.基于顾客选择的成本分析 9
4.基于便利性的分析 9
5.基于与顾客沟通的分析