本文選題：快速消費(fèi)品 + 營(yíng)銷渠道�。� 參考：《四川師范大學(xué)》2015年碩士論文

【摘要】：隨著經(jīng)濟(jì)的深化發(fā)展,我國(guó)國(guó)民的生活水平得到了很大的提高,消費(fèi)大軍在國(guó)際上的突起,龐大的人口基數(shù),使得中國(guó)消費(fèi)品市場(chǎng)得到了國(guó)內(nèi)外生產(chǎn)企業(yè)的高度關(guān)注,消費(fèi)品市場(chǎng)的競(jìng)爭(zhēng)也越來(lái)越激烈,快速消費(fèi)品作為社會(huì)消費(fèi)品的重要組成部分,無(wú)疑是廣大生產(chǎn)企業(yè)競(jìng)相追逐的香餑餑。快速消費(fèi)品(FMCG)通常指使用壽命較短且被消費(fèi)速度較快的商品,有較高的被購(gòu)買頻率,一般包括有包裝的食品、煙酒、飲料以及個(gè)人衛(wèi)生用品。其被稱為快速,是因?yàn)槠浔幌牡乃俣瓤臁⒈毁?gòu)買的頻率高,與生活的相關(guān)度高,其利潤(rùn)的獲取主要來(lái)自于規(guī)模的市場(chǎng)量。如何實(shí)現(xiàn)快速消費(fèi)品高額消費(fèi)量,擴(kuò)展其在我國(guó)快速消費(fèi)品市場(chǎng)的份額,此時(shí),營(yíng)銷渠道便顯得格外重要了。營(yíng)銷渠道對(duì)我國(guó)快速消費(fèi)品行業(yè)的發(fā)展起著舉足輕重的作用,有效的營(yíng)銷渠道,有助于快速消費(fèi)品的銷售,實(shí)現(xiàn)企業(yè)目標(biāo)。但是在實(shí)際操作過(guò)程中,營(yíng)銷渠道沖突又成為影響快速消費(fèi)品銷售的常見原因,如何有效防范和控制營(yíng)銷渠道的沖突,以保障快速消費(fèi)品行業(yè)穩(wěn)定、持續(xù)的發(fā)展是一個(gè)值得關(guān)注與研究的話題。
[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.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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