摘要蒙牛集团是我国乳制品产业最耀眼的一颗新星，他的成长速度堪称奇迹，蒙牛乳业集团正按照确保在2011年跻身“世界乳业15强”的既定目标，为中国乳业的发展，为国人体魄的强健，为内蒙经济的腾飞做着自己不懈的努力，蒙牛也进军冰淇淋市场，并且冰淇淋也是蒙牛的利润增长点。2010年6月我很荣幸作为蒙牛乳业（沈阳）有限责任公司冰淇淋东北事业部的实习业务员，在半个月对蒙牛冰淇淋的销售渠道，零售终端的实地考察，我大致地了解了沈阳地区冰淇淋市场的现状。对蒙牛集团也有了大致的了解；尤其对蒙牛冰淇淋的营销渠道、市场运作有了一个大概的认识。在这次实地调查中了解到蒙牛在销售渠道上有一些小问题存在，下面是本人结合书本所学的知识进行分析总结，并提出一些解决办法，希望能给蒙牛公司带来帮助。关键词：蒙牛集团冰淇淋营销渠道SummaryChina'sdairyindustry,MengniuGroupisthemostdazzlingstar,hisgrowthhasbeenamiracle,MengniuDairyGroupistoensurethatin2011accordingtoamongthe"WorldDairyTop15"oftheestablishedobjectivesfortheChinesedairyindustryThedevelopmentoftheChinesepeople'sstrongphysically,fortheeconomictakeoffinInnerMongolia,doingtheirtirelessefforts,Mengniuhasalsoenteredtheicecreammarket,andtheicecreamisMengniu'sprofitgrowth.June2010IamhonoredasMengniuDairy(Shenyang)Co.,Ltd.ofNortheastDivisionofthepracticeoficecreamsalesman,Mengniuicecreaminhalfofthesaleschannels,theretailendofthesitevisits,IlearnedtoroughlyShenyangicecreammarketstatusquo.MengniuGrouphasalsobeenonthegeneralunderstanding;especiallyicecreamMengniu'smarketingchannels,markethavearoughunderstanding.InthefieldsurveyintheknowinthesalesQudaoMenqniuhaveanumberofXiaoWenticunzai,yesIcombinethefollowingbooksSuoxueofZhishiaresummarized,andsuggestsomesolutions,MengniuGongsidailaihopethatIcantohelp.Keywords:MengniuGroupIcecreamMarketingChannels目录1企业简介....................................................................................................................12蒙牛企业的swot分析...............................................................................................22.1优势strength....................................................................................................22.2劣势weakness..................................................................................................32.2.1人才晋升与引进...................................................................................32.2.2服务体系的薄弱...................................................................................32.2.3营销职业化建设...................................................................................32.2.4穿新鞋，走新路...................................................................................32.3机遇weakness..................................................................................................42.4威胁threat........................................................................................................43蒙牛冰淇淋营销渠道分析........................................................................................53.1渠道分析..........................................................................................................53.2营销渠道存在的问题......................................................................................63.2.1窜货.......................................................................................................63.2.2配送....................................................................................
