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论文编号：	727
作者编号：	2120061997
上传时间：	2008/6/21 1:38:18
中文题目：	快速消费品行业的分销渠道管理模
英文题目：	Research on the FMCG Sales Cha
指导老师：	韩德昌
中文关键字：	快速消费品;分销渠道;分销渠道管
英文关键字：	Fast Moving Consumer Goods ; S
中文摘要：	新世纪的来临，我国经济正处于高速增长的时期，随着人口数量的增大，生活质量的提高，以及生活节奏的加快，快速消费品市场发展非常迅速。快速消费品市场竞争日趋激烈，许多产品的市场竞争已经逐渐从单纯的价格竞争向多层次的竞争转变。其中渠道越来越被视为能给快速消费品生产企业带来独特竞争优势的源泉。因此，本文选取快速消费品行业的销售渠道管理模式研究作为硕士毕业论文研究方向。 文章首先论述了快速消费品的概念、种类及快速消费品行业的特点，之后文章回顾了分销渠道的相关理论，包括分销渠道的概念、功能、演变及相关理论研究。在此基础上文章分析了快速消费品行业的分销渠道及其与普通商品分销渠道的异同点。 其次，文章针对我国快速消费品行业的分销渠道的具体情况，分析了目前我国快速消费品行业分销渠道所处的环境、重要作用、现状和目前存在的主要问题。 再次，文章提炼出快速消费品的分销渠道管理模式，其中涉及了快速消费品企业对于分销渠道的选择、控制、激励和评估四个方面，并依次进行了详细的阐述。 最后，本文以光明英雄乳业的分销渠道管理模式的建立为案例进行分析，进一步验证了前文的理论分析。 本文的创新之处在于提出了快速消费品企业的分销渠道管理模式，并对这个模式的四个不同方面进行了详细的阐述，最后以光明英雄乳业的案例进行印证，对快速消费品企业具有提示和借鉴作用。
英文摘要：	With the arrival of the new century, the economy of our country is in the period of growing at top speed. With the increase of the population，the improvement of life quality，and the quickening of the rhythm of life，the FMCG market develops very fast and the sales channel has important influence on the development of FMCG trade. The buyer’s market of the products has already taken shape, the market competition is fierce day after day, the market competition of a lot of products has already been changed from the simple price competition to the multi-level competition gradually. Among them marketing channel is considered as the source that can bring the unique competition advantage to enterprise more and more. So, the author decides to study the sales channels management mode of FMCG. The article first introduces the different types of fast-moving consumer goods and the characteristics of this industry. Then the paper reviews the theory of sales channels including the definition, the characteristic, the evolution and the research at home and abroad. On this basis, the article analyses the sales channels of the fast moving consumer goods industry and compares this with the general merchandise sales channels. Then the article analyses the sales channels actuality of FMCG industry, the environment which the FMCG faces and the main problems of the FMCG industry sales channels. The article then brings forward the sales channels management model of fast moving consumer goods industry, which involves the selection, control, encouragement and evaluation of sales channels of the fast moving consumer goods companies. Finally, the author analyses the construction of sales channels management mode of the Bright Dairy& Food Co., Ltd and verifies the theoretical analysis in the foregoing paragraphs further. The innovation point in this article is defining the FMCG Sales Channels Management Mode and taking Bright Dairy& Food as an example to verify the theoretical analysis. This thesis has important reference meanings to FMCG manufacturing enterprise.
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