本文通过对非店面销售的理解与认识以及对乳制品行业特点及其传统销售渠道的分析,认为对于乳制品行业而言除了常规的销售渠道以外,乳制品行业还可以通过非店面销售的特殊销售渠道进行销售,并结合北京圣祥乳制品公司的实际进行了酸奶的新产品策划及渠道创新设计。 Based on the understanding of non-store sales and the analysis of the characteristics of the dairy industry and its traditional sales channels, this paper argues that for the dairy industry, in addition to the conventional sales channels, the dairy industry can also pass the special sales of non-store sales Channel sales, combined with the Beijing Shengxiang dairy company’s actual conduct of yogurt new product planning and channel design innovation.