快速消费品企业的营销渠道策略分析.docVIP

快速消费品行业依靠消费者高频次和重复的使用与消耗、通过规模的市场量 来获取利润和价值的实现。随着我国ik场经济的日趋成熟和完善，竞争也日益激 烈。在压力和机遇井存的大环境下，构建和疏通企业自己的营销渠道对快速消费 品企业來说，就显得尤为重要。本论文旨在通过对青蛙王子（中同）口化宥限公 司的营销渠道策略的研究，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柒道。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冇益的建议。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，希帶能为国A快速消费品企、Ik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；市场分析；营销渠道策略 Abstract Fast moving consumer goods industry rely on the high frequency and repeated use and consumption of consumers, through the size of the market to gain the profit and value of the realization. With the maturity and perfection of the market economy in our country，the competition is becoming more and more fierce. Under the pressure and opportunities of the coexistence of the environment，build and clear their own marketing channels for fast moving consumer goods companies，it is particularly important. This thesis aims to study on marketing channel strategy of the Frog Prince (China) Daily Chemical Co.，Ltd” through analysis of the characteristics of fast moving consumer goods products and industry，according to its characteristics， combined with the economy and the applicability of the principle of design and selecting the reasonable marketing channel. Based on the experience of domestic and foreign fast consumer goods enterprise channel management，this article puts forward some useful suggestions for the construction of the channel management platform, control and incentive channel members of the fast moving consumer goods enterprises. At the same time，in view of the problems in the marketing channel of enterprises， analyzes the its reason and puts forward the countermeasures，this paper proposes the channel construction and management of the specific measures for the FMCG enterprise distribution, hoping for the fast consumer goods companies distribution channel management to provide use for reference，to expand market share，to create domestic and international