FMCG销售渠道发展趋势研究应用——以雀巢公司为例.docVIP

FMCG销售渠道发展趋势研究——以雀巢企业为例 摘要 FMCG为快速消费品，指那些寿命短、流通快、需要被反复购置产品。因为和大家生活密不可分，所以伴随人口数量和生活质量增加,FMCG行业发展也十分迅猛。现现在,大型商超和电子商务正飞速崛起，更是给FMCG行业带来了前所未有机遇和挑战。而销售渠道作为4P理论中最关键一点，对于促进FMCG企业发展，提升其行业竞争力至关关键。所以，本课题选择了快速消费品行业销售渠道未来发展趋势作为研究专题，经过搜集大量文件资料，汇报了快速消费品企业现阶段销售渠道发展现实状况，并对FMCG行业全球销量第一雀巢企业经过4P理论进行实例分析，提出其销售渠道中存在着管理难度大、发展受阻和E渠道微弱等部分问题。最终结合了未来大家对于消费品购置愈加倾向于大型商超和电子商务方向发展趋势，给出了FMCG企业销售渠道在未来发展中应该实现销售渠道扁平化、在维持好传统渠道基础上加大现代渠道和E渠道建设等优化方法。为其它快速消费品企业未来销售渠道建设提供借鉴和参考。 关键词：FMCG；销售渠道；发展趋势；优化方法 ABSTRACT FMCGistheproductthatshort-lived, fastcirculation, needtoberepeatedpurchase. Becauseitiscloselyconnectedwithpeopleslives, andwiththeincreaseofpopulationquantityandqualityoflife, FMCGindustrydevelopmentisfast. Now, therapidriseoflargesupermarketsande-commerce,alsohasbroughtunprecedentedopportunitiesandchallengestotheFMCGindustry. Andsaleschannelasthemostimportantthingofthe4Ptheory, forthepromotionofFMCGbusinessdevelopment, improvementthecompetitivenessofitsindustryisessential. Therefore, weselectedthefuturetrendsofFMCGsaleschannelasthethemeofthestudy, bycollectingalargenumberofdocuments, thereportofthecurrentdevelopmentstageofFMCGbusinesssaleschannel, andtheFMCGindustryglobalsalesbyNestlewith4Ptheoryanalysis, theexistenceofitssaleschannelsmanagementisdifficult, arresteddevelopment, andEchannelsweakandsomeotherissues. Finally, peoplearemoreinclinedtofuturelargesupermarketsandthedirectionofdevelopmentofe-commerceforconsumerbuyingtrends, giventheFMCGbusinesssaleschannelsinthefuturedevelopmentshouldbestrengthenedanddiversifiedflatsaleschannels, whilemaintaininggoodtraditionalchannelsEchannelsandmodernconstructionandotheroptimizationmeasurestoincreasechannelbasis. Providereferenceintheconstructionofthefuturedevelopmentofsaleschannelsforotherfastmovingconsumergoodscompanies. Keywords: FMCG; saleschannels; trends; optimizationmeasures 目录 TOC \o 1-3 \h \z \u 摘要 I ABSTRACT II 目录 i 第1章绪论 1 1.1 研究背景 1 1.1.1中国FMCG行业发展背景 1 1.1.2 FMCG销售渠道关键作用 2 1.2 研究综述 2 1.3 研究方法和框架 3 1.3.1 研究方法 3 1