我国快速消费品的行业市场营销探析--从分销渠道方向分析解析（doc 34页）.doc

工商管理硕士（MBA）学位论文 ***大学 UNIVERSITY OF *** 题目：我国快速消费品的行业市场营销探析--从分销渠道方向分析 姓 名： *** 学 号： ＊*** *** 班 级： ***班 专 业：＊*** *** 导 师： *** 摘要 随着新世纪的来临，我国经济正处于高速增长的时期，快速消费品市场竞争日趋激烈，许多产品的市场竞争已经逐渐从单纯的价格竞争向多层次的竞争转变。那快速消费品如何在市场营销中取得成功就是本文主要谈到的问题。其中渠道越来越被视为能给快速消费品生产企业带来独特竞争优势的源泉，而新时代渠道又呈现出向多极化渠道、整合型渠道、关系型渠道发展的趋势。本文以此为基点进行深入分析。 关键词:快速消费品行业；市场营销；渠道营销 ABSTRACT With the advent of the new century, Chinas economy is in a period of rapid growth, fast moving consumer goods market is becoming increasingly fierce, many products in the market competition has been gradually from a purely price competition to the multi-level changes in the competition. How in the fast moving consumer goods marketing in the success of this paper is talking about the issue. One channel is increasingly seen as fast moving consumer goods manufacturers can bring a unique source of competitive advantage, and the new era of channels also showing a multi-polar channels, integrated channels, and the development trend of channels. In this paper, as the basis of an in-depth analysis. Key words: fast moving consumer goods industry; marketing; channel marketing 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc207115598 摘要 PAGEREF _Toc207115598 \h 2 HYPERLINK \l _Toc207115599 目录 PAGEREF _Toc207115599 \h 3 HYPERLINK \l _Toc207115600 详细目录 PAGEREF _Toc207115600 \h 4 HYPERLINK \l _Toc207115601 第1章 绪论 PAGEREF _Toc207115601 \h 5 HYPERLINK \l _Toc207115602 1.选题的背景与意义 PAGEREF _Toc207115602 \h 5 HYPERLINK \l _Toc207115603 第2章 基本概念概述 PAGEREF _Toc207115603 \h 6 HYPERLINK \l _Toc207115604 1.快速消费品的概念 PAGEREF _Toc207115604 \h 6 HYPERLINK \l _Toc207115605 2.快速消费品的特点 PAGEREF _Toc207115605 \h 7 HYPERLINK \l _Toc207115606 2.1产品的周转迅速 PAGEREF _Toc207115606 \h 7 HYPERLINK \l _Toc207115607 2.2产品的保鲜要求比较高 PAGEREF _Toc207115607 \h 7 HYPERLINK \l _Toc207115608 2.3单位价值较低 PAGEREF _Toc207115608 \h 7 HYPERLINK \l _Toc207115609 2.4主要满足人们的日常便利性需求 PAGEREF _Toc207115609 \h 7 HYPERLINK \l _Toc