FMCG销售渠道发展趋势研究报告——以雀巢公司为例.doc

- . - . . -可修编- -- - -教育- FMCG销售渠道开展趋势研究——以雀巢公司为例 摘要 FMCG为快速消费品，指那些寿命短、流通快、需要被反复购置的产品。因为与人们的生活密不可分，所以伴随人口数量和生活质量的增加,FMCG行业的开展也十分迅猛。现如今,大型商超和电子商务的正飞速崛起，更是给FMCG行业带来了前所未有的机遇和挑战。而销售渠道作为4P理论中最重要的一点，对于促进FMCG企业开展，提高其行业竞争力至关重要。因此，本课题选取了快速消费品行业销售渠道未来的开展趋势作为研究的主题，通过收集大量文献资料，报告了快速消费品企业现阶段销售渠道的开展现状，并对FMCG行业全球销量第一的雀巢公司通过4P理论进展实例分析，提出其销售渠道中存在着管理难度大、开展受阻和E渠道薄弱等一些问题。最后结合了未来人们对于消费品的购置更加倾向于大型商超和电子商务方向开展的趋势，给出了FMCG企业的销售渠道在未来开展中应当实现销售渠道扁平化、在维持好传统渠道的根底上加大现代渠道以及E渠道的建立等优化措施。为其他快速消费品企业未来销售渠道的建立提供借鉴和参考。 关键词：FMCG；销售渠道；开展趋势；优化措施 -- -- 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, whilemaintaininggoodtraditionalchannelsEchannelsandmodernconstruct