【文章內(nèi)容簡(jiǎn)介】 網(wǎng)絡(luò)的建設(shè),如渠道為王和終端制勝這兩個(gè)觀點(diǎn)所表述的那樣,分銷渠道對(duì)于快消品生產(chǎn)企業(yè)來(lái)說(shuō)已然成為其塑造重要的核心競(jìng)爭(zhēng)力的關(guān)鍵手段。然而渠道模式的構(gòu)建是一個(gè)比較系統(tǒng)復(fù)雜的經(jīng)營(yíng)決策問題,如何才能打造自己真正的渠道核心競(jìng)爭(zhēng)力,則需一套科學(xué)的分銷渠道模式評(píng)價(jià)指標(biāo)體系,以此來(lái)分析研究分銷渠道的問題所在,為快消品生產(chǎn)企業(yè)的分銷渠道建設(shè)提供借鑒和思路。本文主要通過分析中國(guó)快消品行業(yè)內(nèi)優(yōu)秀企業(yè)的渠道活動(dòng),總結(jié)其實(shí)踐經(jīng)驗(yàn)和原則,借鑒前人對(duì)分銷渠道的眾多研究成果,通過實(shí)證研究方法提出用于評(píng)價(jià)快消品生產(chǎn)企業(yè)分銷渠道模式的指標(biāo)體系,并通過典型企業(yè)的實(shí)踐案例來(lái)進(jìn)一步驗(yàn)證這一指標(biāo)體系的科學(xué)性和實(shí)用性。希望本文能夠?yàn)槠髽I(yè)管理者和渠道理論研究者有一定的幫助和啟發(fā)作用。關(guān)鍵詞：快速消費(fèi)品 分銷渠道 渠道模式IAbstract Fast moving consumer goods is a kind of special modity, is very different from the consumer durable goods, fast moving consumer goods consumption, consumption speed, production cycle is moving consumer goods(FMCG)refers to the short service life, consumption faster, consumers need to constantly repeat purchase products, involving food, beverages, cosmetics, washing products, batteries, toilet paper and other FMCG includes daily chemical products, food and beverage, tobacco。OTC drug in the(OTC)usually can also be classified as is called the fast consumer goods, because they are the first daily necessities, they rely on consumer high frequency and repeated use and implementation of the total market consumption scale profit and fast consumer goods industry with the development of living level and the market economy, these years industry total to hitherto unknown number of industry production enterprises, the market petition is being increasingly degree of product homogeneity serious, profit margins continued to decline and market share for enterprise survival and the importance of the issue has been filled the entire Chinese fast consumer goods industry, nowadays some excellent and visionary FMCG manufacturers and began construction on the product distribution channel network, such as the channel and terminal winning this two viewpoints are stated, the distribution channels for the fast consumer goods production enterprise has bee the key means of shaping the core petitiveness of the constructing the channel model is a management decision problems of plex system, how to build their own core petitiveness of real channels, it needs a set of scientific distribution channel model evaluation index system, this paper studies the distribution channel of the problem, for the fast consumer goods production enterprise distribution channels construction to provide reference and paper mainly through the analysis of Chinese fast consumer goods industry outstanding enterprise inII channel activity, summarize the experience and the principle of many research achievements of predecessors,distribution channel, index system by empirical research method is proposed for the evaluation of fast consumer goods production enterprise distribution channels model, and through the practice of typical enterprise cases to further test this a index system is scientific and hope this paper to enterprise management and channel theory has certain help and elicitation words ：FMCG distribution channel channel model III目 錄摘 要...............................................................................................................Ⅰ Abstract...........................................................................................................Ⅱ一、緒 論.........................................................................................................1（一）研究?jī)?nèi)容..........................................................................................1（二）研究方法..........................................................................................3二、快消品的現(xiàn)狀.............................................................................................4（一）快消品的概念..................................................................................4（二）中國(guó)經(jīng)濟(jì)市場(chǎng)與快速消費(fèi)品..........................................................4（三）國(guó)內(nèi)外快速消費(fèi)品的形式..............................................................5三、快速消費(fèi)品的營(yíng)銷策略研究.....................................................................7（一）快速消費(fèi)品營(yíng)銷理念......................................................................7（二）營(yíng)銷渠道的重要性........................................................................11（三）產(chǎn)品策略與價(jià)格策略....................................................................13四、快速消費(fèi)品營(yíng)銷策略的發(fā)展問題及解決方式.......................................14（一）行業(yè)內(nèi)現(xiàn)存的問題........................................................................14（二）快速消費(fèi)品的發(fā)展方向（以方便面舉例）................................15（三）快速消費(fèi)品的策略........................................................................17 結(jié) 論...............................................................................................................20 致 謝...............................................................................................................21 參考文獻(xiàn)...........................................................................................................22一、緒 論（一）研究?jī)?nèi)容快速消費(fèi)品，即Fast Moving Consumer Goods，簡(jiǎn)稱 FMCG,與耐用消費(fèi)品相對(duì)應(yīng)。快速消費(fèi)品首先是日常用品，它們依靠消費(fèi)者高頻次和重復(fù)的使用與消耗通過規(guī)模的市場(chǎng)量來(lái)獲得利潤(rùn)的價(jià)值的實(shí)現(xiàn)，典型的快速消耗品包括日化用品、食品飲料、煙草等；藥品中的非處方藥（OTC）通常也可以歸為此類?？焖傧M(fèi)品包括食品、個(gè)人衛(wèi)生用品、煙草、酒類和飲料等，在眾多產(chǎn)品種類中，快銷品在營(yíng)銷方面是富有挑戰(zhàn)性的，多變、靈活、創(chuàng)新頻繁，可謂千變?nèi)f化、新招迭出，一直走在市場(chǎng)營(yíng)銷的前沿。尤其是進(jìn)入銷售旺季，眾多的創(chuàng)新營(yíng)銷策略、手段和案例精彩紛呈，在電視上、各大主流網(wǎng)站上、在終端賣場(chǎng)里、在校園中，都能看到各大快消品牌相對(duì)于耐用消費(fèi)品、地產(chǎn)和健康護(hù)理等行業(yè)的產(chǎn)品來(lái)說(shuō),快速消費(fèi)品是一個(gè)獨(dú)特的、相對(duì)完整和富有特征的領(lǐng)域，它的營(yíng)銷、通路、廣告和公關(guān)都呈現(xiàn)出不同的特色?？梢哉f(shuō)，快速消費(fèi)品不僅是一類產(chǎn)品的總和，同時(shí)它也是一種營(yíng)銷、溝通方法和思維的總和。消費(fèi)者對(duì)快速消費(fèi)品的購(gòu)買習(xí)慣是，簡(jiǎn)單：不考慮那么復(fù)雜，“想買就買”；迅速：考最簡(jiǎn)單、最快、也許是很模糊的判斷標(biāo)準(zhǔn)以最快速做出消費(fèi)決策；沖動(dòng)：消費(fèi)行為沒有計(jì)劃性，消費(fèi)后果不嚴(yán)重；感性：可能受新穎的包裝、名稱、色彩以及消費(fèi)環(huán)境因可以說(shuō)，一個(gè)快速消費(fèi)品品牌的持久發(fā)展力是以不斷創(chuàng)新為支點(diǎn)與動(dòng)力的，既是產(chǎn)品品類的創(chuàng)新，更是營(yíng)銷策略和手段的創(chuàng)新。據(jù)贏道營(yíng)銷顧問機(jī)構(gòu)的觀察，通過十?dāng)?shù)年快速的發(fā)展，快速中光環(huán)中一路走來(lái)，從行業(yè)與市場(chǎng)層面看，已經(jīng)形成了這樣三大特點(diǎn)：）競(jìng)爭(zhēng)激烈程度增加，市場(chǎng)巨大，增長(zhǎng)迅速，快速消費(fèi)品行業(yè)走勢(shì)快。（二）研究方法消費(fèi)品行業(yè)作為傳統(tǒng)行業(yè)快速，其產(chǎn)品是人們?nèi)粘Ｉ畹牟豢苫蛉钡?，快消行業(yè)在經(jīng)濟(jì)中扮演著重要的角色。但是由于行業(yè)內(nèi)產(chǎn)品同質(zhì)化趨勢(shì)加強(qiáng)，產(chǎn)品單價(jià)低，消費(fèi)者專一度低等因素，企業(yè)間競(jìng)爭(zhēng)不斷加劇，快消企業(yè)要想在競(jìng)爭(zhēng)中取勝，需要采用銷售管理系統(tǒng)來(lái)提升零售終端的銷售管理，實(shí)現(xiàn)銷售自動(dòng)化，獲得零售終端業(yè)績(jī)的大幅提升。在銷售管理領(lǐng)域，由于市場(chǎng)競(jìng)爭(zhēng)焦點(diǎn)的變化，企業(yè)的銷售成本存在一種增長(zhǎng)的勢(shì)頭。要確定營(yíng)銷概念，以滿足消費(fèi)者需求和欲望為核心，設(shè)計(jì)和規(guī)劃企業(yè)產(chǎn)品、服務(wù)和創(chuàng)意、價(jià)格、渠道、促銷，從而實(shí)現(xiàn)個(gè)人和組織的交換過程。營(yíng)銷策劃是為了改變企業(yè)現(xiàn)狀，完成營(yíng)銷目標(biāo)，借助科學(xué)方法與創(chuàng)新思維，立足于企業(yè)現(xiàn)有營(yíng)銷狀況，對(duì)企業(yè)未來(lái)的營(yíng)銷發(fā)展做出戰(zhàn)略性的決策和指導(dǎo)，帶有前瞻性、全局性、創(chuàng)新性、系統(tǒng)性。營(yíng)銷策劃適合任何一個(gè)產(chǎn)品，包括無(wú)形的服務(wù)，它要求企業(yè)根據(jù)市場(chǎng)環(huán)境變化和自身資源狀況做出相適應(yīng)的規(guī)劃，從而提高產(chǎn)品銷售，獲取利潤(rùn)。營(yíng)銷策劃的內(nèi)容包含市場(chǎng)細(xì)分、產(chǎn)品創(chuàng)新、營(yíng)銷戰(zhàn)略設(shè)計(jì)、營(yíng)銷組合4P戰(zhàn)術(shù)等四個(gè)方面的內(nèi)容核心要點(diǎn)有機(jī)組合策劃的各要素，最大化提升品牌資產(chǎn)。品牌識(shí)別系統(tǒng)、品牌化戰(zhàn)略與品牌架構(gòu)就好象憲法，企業(yè)的營(yíng)銷傳播活動(dòng)就象組織與個(gè)人日