简析耐用消费品与快速消费品营销策略之不同（Of different consumer durable goods and FMCG marketing strategy）.doc

简析耐用消费品与快速消费品营销策略之不同（Of different consumer durable goods and FMCG marketing strategy） Since the consumer durable goods into FMCG marketing management, meet friends mostly lamented the large span of industries. I often repeated one sentence: the basic marketing ideas of different products in different industries is consistent, but the face of specific enterprise specific industries considered by different marketing strategies. In school, we learn economy have learned marketing, just some general understanding of the different consumer durable goods, consumer products and industrial products, service industries, their marketing management theory and experience, and more was acquired by their own accumulation, as for the success of just a master door, rely on personal achievement. In this paper, the author tries to make some comments on their years of marketing practice, combined with their basic meaning, buying habits, and in the price policy, product turnover, sales channels, sales, logistics and customer service organization with service, promotion and other aspects of interpretation, different consumer durable goods and fast moving consumer goods the marketing strategy, for reference only. The basic meaning As the name implies, consumer durable goods refers to the use of long life (usually 1 years), the larger amount (generally more than 500 yuan), and can be used repeatedly for consumer goods. Such as home appliances, furniture, automobile etc.; FMCG refers to the short service life, fast consumer goods consumption. Such as: food, towels, washing etc.. From the basic concept, can be directly to the purchase number, purchase behavior and decision-making, the concrete marketing strategy is not the same. Buying habits 1, purchase behavior. Consumer durable goods of long service life, the price is relatively high, the purchasing behavior is rational, the consumer to the product brand, product features, product quality, price and other factors more focus on FMCG; a rel