快速消费品行业的品类管理与应用-研究.pdf

题，以期对快速消费品制造企业和零售企业如何共同推行品类管理并 由此提升竞争能力提供参考和深入思考的方向。 本文首先介绍课题的研究背景、意义以及研究方法和内容，接着 全面梳理品类管理相关理论，并对其研究现状进行综述并提出目前的 研究方向，为下面的分析提供理论基础。然后在品类管理理论的基础 上，从占零售业较大比重的快速消费品行业入手，站在产品供应商的 角度，借鉴品类管理核心思想和业务流程，运用问卷调查的方式，提 出目前我国快速消费品品类管理存在的问题，并分析产生这些问题的 原因。在此基础上，提出快速消费品供应商在品类管理实施过程中所 扮演的角色和具体职责，建立博弈模型探讨如何解决供应商与零售商 之间的信任危机，并对信息共享不力的现状提出对策。最后通过对某 快速消费品供应商与零售商共同实施品类管理的实例分析，详细介绍 品类管理战略的制定和实施过程，使理论问题实际化。 关键词：品类管理，快速消费品，供应商，零售商 II Research on Category Management in Fast Moving Consumer Goods Industry and Its Application Abstract Since 90 in the last years of 20 centuries, although some countries experienced the economical depression, the global retailing markets have still been increasing drastically. Specifically, with the deepening and enlarging of reform and opening up, Chinese retailing have been developing fast, which became one of the most flourishing industries. The history of the western retailing development proves that the category management is the method with which the modern retailing can improve the market status, gain the competitive edge and profit. Since the category management was introduced to China in 1997, it has been spread and executed for 10 years. During this period, category management was defined as the important strategy by many famous companies. However, it has only been emphasized in these 4-5 years. As the most important part in retailing, because of the fast change rate, high homogenization, and low entrance barrier, Fast Moving Consumer Goods industry has the most competitive environment, which leads it to a highly mature industry. Moreover, as those world-class FMCG companies with abundant production and