快速消费营销渠道的的策划.docVIP

本科生毕业设计（论文）PAGE 摘　要现在随着我国市场经济的日趋成熟和完善，竞争也日益激烈。在压力和机遇并存的大环境下，构建和疏通企业自己的营销渠道对快速消费品企业来说，就显得尤为重要。所以，通过对快速消费品企业营销渠道的研究，分析了快速消费品产品和行业的特点，针对其特点，结合经济性和适用性原则设计和选择合理的的营销渠道。在借鉴国内外快速消费品企业渠道管理经验的基础上，对快速消费品企业搭建渠道管理平台、控制和激励渠道成员提出了一些有益的建议。同时，针对企业营销渠道中常出现的问题，分析了其产生的原因并提出了解决对策，提出一套快速消费品企业分销渠道建设、管理的具体办法，希望能为国内快速消费品企业分销渠道管理提供借鉴，为其扩大市场占有率、创建国内国际知名品牌打下坚实的基础。关键词：快速消费品；营销渠道对策；渠道冲突AbstractWith Chinas market economy matures and perfect，competition is fierce.In the pressure and the opportunity of the environment，constructing and dredge enterprise marketing channels of FMCG company，it is particularly important.Therefore，through the FMCG company marketing research，analysis the FMCG industries and the characteristics of the products，according to its characteristic，combined with economy and applicability of the principle of reasonable selection and design of the marketing channel.In the inter-external FMCG company channel-management experience，on the basis of FMCG company builds channel management platform，control and incentive channel members，puts forward some beneficial Suggestions.At the same time，according to the enterprise marketing channel often appears problem，this paper analyzes the reasons and puts forward the corresponding countermeasures，and put forward a set of FMCG company distribution channels construction and management of the specific measures，hoping to domestic FMCG company distribution channels provide reference for the management and expand market share in domestic and international well-known brand，and create a solid foundation.Key words：fast moving consumer goods； marketing channel management； the channel conflictPAGE I目　录 TOC \o 1-2 \f \h \z \u HYPERLINK \l _To1　绪论 PAGEREF _To\h 1 HYPERLINK \l _To1.1　研究背景 PAGEREF _To\h 1 HYPERLINK \l _To1.2　研究目的和意义 PAGEREF _To\h 1 HYPERLINK \l _To1.3　国内外研究现状 PAGEREF _To\h 2 HYPERLINK \l _To1.4　研究内容与研究方法 PAGEREF _To\h 3 HYPERLINK \l _T