论文部分内容阅读
快速消费品具有使用广泛、时限短、便利性的特点,消费者可以进行就近购买,容易受到卖场气氛的影响,缺乏品牌忠诚度。鉴于快速消费品的市场特征,必须要采取多样化的措施将产品送至消费者的手中。高效的营销渠道离不开科学有效的营销渠道管理,渠道管理就成了影响快速消费品竞争能否成功的重要因素。本文主要就快速消费品企业分销商管理问题进行分析。
FMCG has a wide range of uses, short duration, convenience features, consumers can make the nearest purchase, vulnerable to the atmosphere of the store, the lack of brand loyalty. Given the market characteristics of FMCGs, diversified measures must be taken to deliver the products to consumers. Efficient marketing channels are inseparable from the scientific and effective marketing channel management, channel management has become an important factor affecting the success of FMCG competition. This article mainly analyzes the management of FMCG distributors.