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Study on the Evaluation and Selection of the Channel Model in the Domestic FMCG Manufacturer

Author: LiLiLin
Tutor: LiuZhiLin
School: Xinjiang University of Finance and Economics
Course: Business management
Keywords: FMCG Distribution channels Channel model
CLC: F274
Type: Master's thesis
Year: 2011
Downloads: 594
Quote: 0
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Abstract


Fast moving consumer goods ( FMCG ) refers to those shorter service life , faster consumption , consumers need to constantly repeat purchase products, involving food, beverages, cosmetics , cleaning products , batteries , toilet paper and other industries . Typical fast moving consumer goods , including daily chemical products, food and beverage, and tobacco ; non-prescription drugs ( OTC ) drugs usually can be classified as such . Is known as the fast moving consumer goods , because they first daily necessities , they rely on the use and consumption of consumer high-frequency and repeated by the size of the total market for the realization of profit and value . FMCG industry with the upgrading of the national standard of living and the development of market economy , over the years the total industry reached an unprecedented height . The large number of manufacturers in the industry , the mutual market competition become increasingly intense . Degree of product homogeneity serious , profit margins continued to drift lower and the market share of the importance of the survival of enterprises and other aspects of the problem has been filled with the Chinese FMCG industry , today some excellent and visionary FMCG manufacturers began the construction of the network of product distribution channels , such as the channel is king and terminal winning two views as expressed in the distribution channels for FMCG manufacturers has become a key instrument to shape the important core competitiveness . However , the construction of the channel model is a complex system operating decisions , and how to build their own channels core competitiveness , you need a set of the scientific distribution channel mode evaluation index system in order to analyze the problem of distribution channels , provide reference and ideas for the the FMCG manufacturers of construction of distribution channels . In this paper, by analyzing the FMCG conduct industry's best companies channel activity , summed up the practical experience and principles , drawing on the many research results of the previous distribution channels , distribution channel mode through empirical research methods for evaluation FMCG manufacturers index system , and through the typical enterprise practice cases to further validate the science and practicality of the index system . I hope this can have some help and inspiration for business managers and channel theorists .

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