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ID:32086932
大小:2.17 MB
页数:63页
时间:2019-01-31
《中国快速消费品行业营销渠道的整合策略》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、012025378贺春波中国快速消费品行业营销渠道的整合策略IntegratingStrategyofMarketingChannelinChinaFastMovingConsumerGoodIndustryAbstractChinaFMCGindustryhasdevelopedformorethantwentyyearsandbeenmaturestepbystep.nleindustryhasalreadyenteredintothelow-profitstage.ChinalocalFMCGenter
2、priseshavealreadypassedthelearningprocessandthegapbetweenChineseFMCGenterprisesandforeignFMCGenterpriseshasbeennarrowedveryquickly.ItisverydifficulttokeepcompetitiveadvantageinFMCGindustrybecauseofhomogeneouscharacter.NomatterbigforeignFMCGcompaniesorlittle
3、localFMCGenterpriseshavealreadyknewaclearprinciple:inmodemChinaFMCOindustryonly“Channel’’and“Brand”wouldbedurablecompetitiveadvantage.Forthetwofactors,amountofmoneyandtimeisneededtoform"Brand"thatbemoreartisticrelativelywhile‘‘Channel'’bemolescientific.Chin
4、aFMCGenterprisescouldallocatemoreresourcetobuildtheirbrandonlyafterintegratingmarketingchannelscientifically.Onstrategypointofview,“Channel’’iscorrespondingwith‘‘Brand'’.ChinalocalFMCGenterpriseshavebeenexperiencedinthereforrllofChinaeconomicsystem.Manyofth
5、emhavestillkeptpartsofoldchannelduetodifferentreasonsandcouldnotgiveuptheoldmodelinshorttime.Ontheotherside,beaccompanyingwitllrapiddevelopmentofChinaeconomythemodelofmarketingchannelischangingheavilyGrownupofchainretailingstore,developmentofinformationtech
6、nology,changeofmodernmarketingtheory,flexibleeconomysystemareallcompelChinaFMCGenterprisestoredesignandadjusttheirchannelpolicy.InthispapertheauthorputforwardthestrategystepstointegratemarketingchannelinChinaFMCGindustryandthe“FiveCharacters”analysismethodt
7、oanalyzetheprocessofmarketingchannelinChinaFMCGindustry。Throughthe‘'FiveCharacters'’modeltheauthorputforwardthreemarketingchannelstrategies:marketingchannelstructurestrategy,theselectingstrategyofmarketingchannelpartners,thebalancings枉ategyofinterestsinmark
8、etingchannel.FurthermoretheauthorputforwardtheprincilcIlesonintegrating2012025378贺春浊中国快速消费品行业营销渠道的整合策略process,thebettermarketingchannelstructuremodelinChinaFMCGindustry,thefactorsaffectingperformanceof
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