Fast Moving Consumer Goods Marketing Management.docVIP

 PAGE \* MERGEFORMAT 19 Fast Moving Consumer Goods Marketing Management Domestic fast moving consumer goods is a high frequency of consumption, the use of short period of time, with a wide range of consumer groups, for the convenience of consumers demanding variety and complexity of marketing channels, traditional and emerging Yetai Yetai the coexistence of a variety of channels. And the industry concentration gradually increased the competition more difficult. Fast moving consumer goods, compared with other types of consumer purchase decision-making and buying process there is a clear difference. Fast Moving Consumer Goods belonging to the impulse purchase products, spontaneous purchasing decisions on the recommendations of the surrounding large numbers of people are not sensitive, depending on personal preferences, a similar product without comparison, the product appearance / packaging, advertising promotions, prices, sales outlets and other sales from an important role. At the same time for the sales of brand awareness is a very important factor, as opposed to consumer durables, consumer sensitivity to the fast moving consumer goods is not high, the product can replace much greater, the product quality can easily be sold to directly experience and judgments, but also for consumers secondary buying behavior and loyalty have a decisive impact. Looking at the fast moving consumer goods industry, The main factors affecting the success of a competition, through the high-coverage and multi-channel distribution network to get closer to the coexistence of consumers, to achieve high Distribution rate; 2, reasonable and effective channels of distribution model control and management; 3, with a strong marketing function-oriented marketing organization to achieve effective marketing and sales synergies; 4, brand knowledge and marketing degrees degrees to enhance the efficiency improvement and the right marketing strategies Distribution Model Well-known fast moving