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1、-题，以期对快速消费品制造企业和零售企业如何共同推行品类管理并由此提升竞争能力提供参考和深入思考的方向。本文首先介绍课题的研究背景、意义以及研究方法和内容，接着全面梳理品类管理相关理论，并对其研究现状进行综述并提出目前的研究方向，为下面的分析提供理论基础。然后在品类管理理论的基础上，从占零售业较大比重的快速消费品行业入手，站在产品供应商的角度，借鉴品类管理核心思想和业务流程，运用问卷调查的方式，提出目前我国快速消费品品类管理存在的问题，并分析产生这些问题的原因。在此基础上，提出快速消费品供应商在品类管理实施过程中所扮演的角色和具体职责，建立博弈模型探讨如何解决供应商与
2、零售商之间的信任危机，并对信息共享不力的现状提出对策。最后通过对某快速消费品供应商与零售商共同实施品类管理的实例分析，详细介绍品类管理战略的制定和实施过程，使理论问题实际化。关键词：品类管理，快速消费品，供应商，零售商II---ResearchonCategoryManagementinFastMovingConsumerGoodsIndustryandItsApplicationAbstractSince90inthelastyearsof20centuries,althoughsomecountriesexperiencedtheeconomicaldepress
3、ion,theglobalretailingmarketshavestillbeenincreasingdrastically.Specifically,withthedeepeningandenlargingofreformandopeningup,Chineseretailinghavebeendevelopingfast,whichbecameoneofthemostflourishingindustries.Thehistoryofthewesternretailingdevelopmentprovesthatthecategorymanagementisth
4、emethodwithwhichthemodernretailingcanimprovethemarketstatus,gainthecompetitiveedgeandprofit.SincethecategorymanagementwasintroducedtoChinain1997,ithasbeenspreadandexecutedfor10years.Duringthisperiod,categorymanagementwasdefinedastheimportantstrategybymanyfamouscompanies.However,ithasonl
5、ybeenemphasizedinthese4-5years.Asthemostimportantpartinretailing,becauseofthefastchangerate,highhomogenization,andlowentrancebarrier,FastMovingConsumerGoodsindustryhasthemostcompetitiveenvironment,whichleadsittoahighlymatureindustry.Moreover,asthoseworld-classFMCGcompanieswithabundantpr
6、oductionandmarketingexperienceenteredChineseIII---market,suchasP&G,Unilever,Johnson&Johnsonandsoon,thoseadvancedmarketingtechniquecanbeexecutedinFMCGindustry.TodaythecategorymanagementispenetratedintoChinesemarket,withnodoubtFMCGindustrywillbecometheexperimentalfieldandbellwetherforcate
7、gorymanagement.ThethesischoosesFMCGastheresearchsubjectandfocusesonhowthemanufacturerandretailercooperatetoexecutethecategorymanagementandimprovetheircompetitivepower.Firstlythethesisintroducestheresearchbackground,methodologyandcontentsandthenfocusesonthebasiccontentsofcategor
