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摘要：随着世界经济的稳步发展，中国的经济水平和人们的生活水平也在稳步地提高着，人们的消费观念从当初的只是需求温饱到现在想要更加舒适惬意的生活，消费能力的提高也带动了一些休闲食品的蓬勃发展，尤其是休闲食品行业，更是当今人们消费剩余积蓄的主力市场。由于休闲食品市场需求量大、便于零售、技术要求低、产品相似度高、市场竞争较为激烈等因素，休闲食品行业逐渐成为中国食品行业乃至休闲食品行业的领军产业。21258
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来伊份公司早在企业发展初期就已确立了“立足于上海、着手于全国、放眼于世界”的发展战略梯度，采用世界先进的“直营连锁”的发展模式。本文通过分析休闲食品的特点，以来伊份公司营销渠道策略的案例分析和市场调研所得的数据，突出营销渠道在企业整个营销过程中的重要性和地位。总结提出相应的完善对策，以推动我国其余休闲食品行业的发展，提高行业内的竞争力。
毕业论文关键字：休闲食品；营销渠道策略；来伊份；
The Analysis of Chinese leisure food industry marketing channel strategy
----Take Laiyifen For Example
Abstract: With the steady development of the world economy, China's economic level and people's standard of living has been steadily improving the people's consumption concept from the original but now want to demand more food and clothing to the cozy living, spending power has also led to improved a booming number of fast moving consumer goods, especially in the snack food industry, it is today the main people consume the remaining savings market. As the snack food market demand, facilitate retail, technical requirements for low and high similar product, the more intense market competition and other factors, the snack food industry has gradually become China's food industry and the FMCG industry leader in the industry.
In the early parts of the Laiyifen company had established a business development strategy gradient "based in Shanghai, started in the country, look at the world", using the world's advanced "direct chain" model of development. In this paper, the characteristics of snack foods, to Iraq were on the company's marketing channel strategy case studies and market research data obtained, highlighting the importance of marketing channels and position in the enterprise throughout the marketing process. Summarize propose appropriate countermeasures to improve, to promote the development of the rest of the snack food industry, improve the competitiveness of the industry.
Key Words: leisure food, marketing channel strategy, Laiyifen
目录
前言 1
一、休闲食品营销渠道策略相关理论综述 2
（一）休闲食品相关概念 2
1、休闲食品的定义 2
2、休闲食品行业 2
3、休闲食品的特点 2
（二） 营销渠道相关概念 3
1、营销渠道的基本内涵 3
2、营销渠道的基本要素 3
（三） 国内外研究现状 4
1、国外研究现状 4
2、国内研究现状 6
二、我国休闲食品行业渠道现状及调研分析 7
（一）我国休闲食品行业渠道现状 7
（二）来伊份公司营销渠道的市场调研和分析 8
1、来伊份公司简介 8
2、调研的方法和内容 9
3、调研结果分析 9