摘要
2020年初新冠疫情爆发，导致我国经济停滞，线下实体业态客流量锐减，大批实体
店铺倒闭。乳制品销售一直以传统线下渠道营销为主，在本次新冠疫情期间遭受了强烈
冲击，销量和利润下滑严重，经销商及零售商经营困难，甚至出现经销商放弃经销权的
情况，给 M乳业公司带来巨大损失。
本文选择 M乳业公司作为研究对象。在研究中运用文献归纳法和问卷调查法，结
合国内外市场营销相关理论及目前 M乳业公司营销渠道面临的问题，尝试对其进行渠
道数字化变革转型。针对营销渠道数字化变革是否合理、渠道满意度、转型条件是否成
熟、渠道商及消费者的转型意愿以及转型变革的方向等问题，本文对终端零售商和消费
者进行了详细的问卷调查研究。通过调查发现，消费者对购物便利性、服务质量、物流
响应速度等要求不断提高。同时，零售商对品牌力、服务质量、物流相应速度、利润回
报要求逐步提高。但 M乳业公司现有渠道营销模式已逐渐无法满足消费者和零售商的
相应需求，为顺应市场发展开展营销渠道数字化转型势在必行。
本文通过对 M乳业公司营销渠道的研究，基于为公司节约成本、提升渠道掌控力、
服务质量和物流响应速度的目标，确定了 M乳业公司营销渠道变革转型的原则、考虑
因素、变革转型方向和路径，并设计了 5种 M乳业公司营销渠道数字化转型方案，包
括线下直营营销渠道数字化方案设计、社区店仓 B2B数字化方案设计、社区店仓 B2B2C
数字化方案设计、社区店仓 B2C数字化方案设计和乡镇村数字化方案设计。
M乳业公司通过营销渠道数字化转型，不仅可以帮助其改善营销渠道绩效，满足消
费者和渠道零售商的需求，提升品牌力和渠道竞争力，也可以为其他传统乳制品销售企
业营销渠道数字化转型提供借鉴和参考。
关键词：乳业公司；营销渠道；数字化；方案设计
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ABSTRACT
At the beginning of 2020, COVID-19 broke out, resulting in the stagnation of china's economy, the
sharp decline in the volume of physical activities under the line, and the collapse of a large number of
physical shops. Dairy products sales have been dominated by traditional offline marketing channels. During
this COVID-19 period, they suffered a strong impact. Sales and profits fell sharply. Dealers and retailers
had difficulty in running, and even the dealer gave up their distribution rights, which brought huge losses to
M dairy company.
This paper selects m dairy company as the research object. In the research, using the methods of
literature induction and questionnaire, combined with the relevant theories of marketing at home and
abroad and the problems faced by M dairy company's marketing channel, this paper attempts to carry out
the digital transformation of its channel. In view of whether the digital transformation of marketing
channels is reasonable, channel satisfaction, whether the transformation conditions are mature, the
transformation willingness of channel merchants and consumers and the direction of transformation and
transformation, this paper makes a detailed questionnaire survey on terminal retailers and consumers.
Through the survey, it is found that consumers' requirements for shopping convenience, service quality and
logistics response speed are constantly improving. At the same time, retailers have gradually increased their
requirements for brand strength, service quality, corresponding speed of logistics and profit return.
However, the existing channel marketing model of M dairy company has gradually been unable to meet the
corresponding needs of consumers and retailers. In order to comply with the market development, it is
imperative to carry out the digital transformation of marketing channels.
Through the research on the marketing channel of M dairy company, based on the goal of saving cost,
improving channel control, service quality and logistics response speed, this paper determines the
principles, considerations, transformation direction and path of marketing channel transformation of M
dairy company, and designs five digital transformation schemes of marketing channel of M dairy company,
Including offline direct marketing channel digital scheme design, community store B2B digital scheme
design, community store B2B2C digital scheme design, community store B2C digital scheme design and
township village digital scheme design.
Through the digital transformation of marketing channels, M dairy company can not only help it
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