快速消费品的营销渠道管理.docVIP

. .. 摘要 随着快速消费品的迅速发展，快速消费品一直在市场中占有极大的份额，然而快速消费品的营销渠道却不尽如意。营销渠道是联系企业与消费者的纽带，是企业产品实现最终价值的桥梁，快速消费品的营销渠道又因为其产品供需特色具有一定的特殊性，研究这一渠道类型，对提升我国快速消费品市场的完善和管理产生积极作用，文章通过对快速消费品市场现状的分析，找出其中制约的因素从而提出快速消费品营销渠道的管理措施。 关键字：快速消费品；营销渠道；管理 ABSTRACT With the development of fast moving consumer goods, fast moving consumer goods have a great share in the market, however FMCG marketing channels are less well. Marketing channel is contact enterprise and consumers of ties, is enterprise products achieved eventually value of bridge, fast consumer of marketing channel and because its products supply features has must of particularity, research this a channel type, on upgrade my fast consumer market of perfect and management produces active role, articles through on fast consumer market status of analysis, find which restriction of factors thereby made fast consumer marketing channel of management measures. Key words:Fast moving consumer goods;Marketing channels;Management .. 目录 TOC \o 1-3 \h \u HYPERLINK \l _Toc3091 1前言 PAGEREF _Toc3091 1 HYPERLINK \l _Toc27270 2快速消费品的基本特点及渠道特征 PAGEREF _Toc27270 1 HYPERLINK \l _Toc32392 2.1 快速消费品的产品特点 PAGEREF _Toc32392 1 HYPERLINK \l _Toc12642 2.1.1 周转周期短 PAGEREF _Toc12642 1 HYPERLINK \l _Toc5475 2.1.2 保鲜期短，购买便利 PAGEREF _Toc5475 1 HYPERLINK \l _Toc22564 2.1.3 视觉化 PAGEREF _Toc22564 1 HYPERLINK \l _Toc22082 2.2 快速消费品消费者的购买特征 PAGEREF _Toc22082 1 HYPERLINK \l _Toc4278 2.2.1 消费者分布分散，习惯就近购买 PAGEREF _Toc4278 1 HYPERLINK \l _Toc27428 2.2.2 消费者认知程度低，易从众购买 PAGEREF _Toc27428 1 HYPERLINK \l _Toc1513 2.2.3 感性因素强，品牌忠诚度不高，易形成冲动购买 PAGEREF _Toc1513 2 HYPERLINK \l _Toc8479 2.3 快速消费品的营销渠道特征 PAGEREF _Toc8479 2 HYPERLINK \l _Toc4065 2.3.1 需求层次较多 PAGEREF _Toc4065 2 HYPERLINK \l _Toc14749 2.3.2 物流系统要求高 PAGEREF _Toc14749 2 HYPERLINK \l _Toc29901 2.3.3 渠道控制权存在竞争 PAGEREF _Toc29901 2 HYPERLINK \l _Toc2752 3目前快速消费品营销渠道存在问题 PAGEREF _Toc2752 2 HYPERLINK \l _Toc24657 3.1 营销渠道冲突日益加剧 PAGEREF _Toc24657 2 HYPERLINK \l _Toc3990 3.1.1 因价格不明造成的冲突 PAGEREF _Toc3990