快消品的营销策略研究.doc

快消品的营销策略研究 摘 要 快速消费品是一类特殊的商品,与耐用消费品有很大不同，快速消费品消耗量大，消耗速度快，消费周期短。快速消费品(FMCG)是指那些使用寿命较短,消费速度较快、消费者需要不断重复购买的产品,涉及食品、饮料、化妆品、洗涤用品、电池、卫生纸等多个行业。典型的快速消费品包括日化用品、食品饮料、烟草等;药品中的非处方药(OTC)通常也可以归为此类。之所以被称为快速消费品,是因为他们首先是日常必需用品,它们依靠消费者高频次和重复的使用与消耗通过规模的市场总量来获得利润和价值的实现。中国快消品行业随着国民生活水平的提升及市场经济的发展,这些年来行业总量达到前所未有的高度。行业内的生产企业数目众多,彼此间的市场竞争活动日益激烈。产品同质化程度严重、利润空间的持续下调以及市场份额对企业生存的重要性等方面的问题一直充斥着整个中国快消品行业,现今一些优秀且富有远见的快消品生产企业以及开始了对产品分销渠道网络的建设,如渠道为王和终端制胜这两个观点所表述的那样,分销渠道对于快消品生产企业来说已然成为其塑造重要的核心竞争力的关键手段。然而渠道模式的构建是一个比较系统复杂的经营决策问题,如何才能打造自己真正的渠道核心竞争力,则需一套科学的分销渠道模式评价指标体系,以此来分析研究分销渠道的问题所在,为快消品生产企业的分销渠道建设提供借鉴和思路。本文主要通过分析中国快消品行业内优秀企业的渠道活动,总结其实践经验和原则,借鉴前人对分销渠道的众多研究成果,通过实证研究方法提出用于评价快消品生产企业分销渠道模式的指标体系,并通过典型企业的实践案例来进一步验证这一指标体系的科学性和实用性。希望本文能够为企业管理者和渠道理论研究者有一定的帮助和启发作用。 关键词：快速消费品 分销渠道 渠道模式 Abstract Fast moving consumer goods is a kind of special commodity, is very different from the consumer durable goods, fast moving consumer goods consumption, consumption speed, production cycle is short. Fast moving consumer goods ( FMCG ) refers to the short service life, consumption faster, consumers need to constantly repeat purchase products, involving food, beverages, cosmetics, washing products, batteries, toilet paper and other industries. Typical FMCG includes daily chemical products, food and beverage, tobacco; OTC drug in the (OTC) usually can also be classified as such. It is called the fast consumer goods, because they are the first daily necessities, they rely on consumer high frequency and repeated use and implementation of the total market consumption scale profit and value. Chinese fast consumer goods industry with the development of living level and the market economy, these years industry total to hitherto unknown height. The number of industry production enterprises, the market competition is becoming increasingly fierce. The degree of product homogeneity serious, profit margins continued to decline and market share for enterprise survival and the importance of the issue has been filled the entire Chinese fa