我国快速消费品市场营销渠道冲突研究

发布时间：2018-05-31 08:53

本文选题：快速消费品 + 营销渠道　；参考：《四川师范大学》2015年硕士论文

【摘要】：随着经济的深化发展,我国国民的生活水平得到了很大的提高,消费大军在国际上的突起,庞大的人口基数,使得中国消费品市场得到了国内外生产企业的高度关注,消费品市场的竞争也越来越激烈,快速消费品作为社会消费品的重要组成部分,无疑是广大生产企业竞相追逐的香饽饽。快速消费品(FMCG)通常指使用寿命较短且被消费速度较快的商品,有较高的被购买频率,一般包括有包装的食品、烟酒、饮料以及个人卫生用品。其被称为快速,是因为其被消耗的速度快、被购买的频率高,与生活的相关度高,其利润的获取主要来自于规模的市场量。如何实现快速消费品高额消费量,扩展其在我国快速消费品市场的份额,此时,营销渠道便显得格外重要了。营销渠道对我国快速消费品行业的发展起着举足轻重的作用,有效的营销渠道,有助于快速消费品的销售,实现企业目标。但是在实际操作过程中,营销渠道冲突又成为影响快速消费品销售的常见原因,如何有效防范和控制营销渠道的冲突,以保障快速消费品行业稳定、持续的发展是一个值得关注与研究的话题。
[Abstract]:With the deepening of economic development, the standard of living of our people has been greatly improved. The sudden rise of the consumer army in the international arena and the huge population base have made the Chinese consumer goods market highly concerned by domestic and foreign production enterprises. The competition of consumer goods market is becoming more and more fierce. FMCG, as an important part of consumer goods, is undoubtedly the hot spot pursued by the majority of production enterprises. Fast moving consumer goods (FMCG) usually refer to goods that have a shorter service life and are consumed more quickly and have a higher frequency of purchase, generally including packaged food, alcohol, tobacco, beverages and personal hygiene products. It is called "fast" because it is consumed quickly, is purchased frequently, and has a high correlation with life. Its profit is mainly derived from the size of the market. How to realize the high consumption of FMCG and expand its share in FMCG market, the marketing channel is very important. Marketing channels play an important role in the development of fast moving consumer goods industry in China. Effective marketing channels are helpful to the sales of fast moving consumer goods and the realization of enterprise goals. However, in the actual operation process, the conflict of marketing channels has become a common reason that affects the sales of FMCG. How to effectively prevent and control the conflicts of marketing channels to ensure the stability of FMCG industry, Sustainable development is a topic worthy of attention and research.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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