【正文】 等于把公民日常的社會活動如升學(xué)、就醫(yī)、談戀愛、婚嫁當(dāng)作憲法的制定與實施了。營銷策劃適合任何一個產(chǎn)品，包括無形的服務(wù)，它要求企業(yè)根據(jù)市場環(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。要確定營銷概念，以滿足消費者需求和欲望為核心，設(shè)計和規(guī)劃企業(yè)產(chǎn)品、服務(wù)和創(chuàng)意、價格、渠道、促銷，從而實現(xiàn)個人和組織的交換過程。但是由于行業(yè)內(nèi)產(chǎn)品同質(zhì)化趨勢加強，產(chǎn)品單價低，消費者專一度低等因素，企業(yè)間競爭不斷加劇，快消企業(yè)要想在競爭中取勝，需要采用銷售管理系統(tǒng)來提升零售終端的銷售管理，實現(xiàn)銷售自動化，獲得零售終端業(yè)績的大幅提升。據(jù)贏道營銷顧問機(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，從行業(yè)與市場層面看，已經(jīng)形成了這樣三大特點：）競爭激烈程度增加，市場巨大，增長迅速，快速消費品行業(yè)走勢快。可以說，快速消費品不僅是一類產(chǎn)品的總和，同時它也是一種營銷、溝通方法和思維的總和。快速消費品包括食品、個人衛(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，一直走在市場營銷的前沿。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）研究內(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）中國經(jīng)濟(jì)市場與快速消費品..........................................................4（三）國內(nèi)外快速消費品的形式..............................................................5三、快速消費品的營銷策略研究.....................................................................7（一）快速消費品營銷理念......................................................................7（二）營銷渠道的重要性........................................................................11（三）產(chǎn)品策略與價格策略....................................................................13四、快速消費品營銷策略的發(fā)展問題及解決方式.......................................14（一）行業(yè)內(nèi)現(xiàn)存的問題........................................................................14（二）快速消費品的發(fā)展方向（以方便面舉例）................................15（三）快速消費品的策略........................................................................17 結(jié) 論...............................................................................................................20 致 謝...............................................................................................................21 參考文獻(xiàn)...........................................................................................................22一、緒 論（一）研究內(nèi)容快速消費品，即Fast Moving Consumer Goods，簡稱 FMCG,與耐用消費品相對應(yīng)。希望本文能夠為企業(yè)管理者和渠道理論研究者有一定的幫助和啟發(fā)作用。然而渠道模式的構(gòu)建是一個比較系統(tǒng)復(fù)雜的經(jīng)營決策問題,如何才能打造自己真正的渠道核心競爭力,則需一套科學(xué)的分銷渠道模式評價指標(biāo)體系,以此來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。行業(yè)內(nèi)的生產(chǎn)企業(yè)數(shù)目眾多,彼此間的市場競爭活動日益激烈。之所以被稱為快速消費品,是因為他們首先是日常必需用品,它們依靠消費者高頻次和重復(fù)的使用與消耗通過規(guī)模的市場總量來獲得利潤和價值的實現(xiàn)。典型的快速消費品包括日化用品、食品飲料、煙草等。第一篇：快消品的營銷策略研究快消品的營銷策略研究摘 要快速消費品是一類特殊的商品,與耐用消費品有很大不同，快速消費品消耗量大，消耗速度快，消費周期短?？焖傧M品(FMCG)是指那些使用壽命較短,消費速度較快、消費者需要不斷重復(fù)購買的產(chǎn)品,涉及食品、飲料、化妝品、洗滌用品、電池、衛(wèi)生紙等多個行業(yè)。藥品中的非處方藥(OTC)通常也可以歸為此類。中國快消品行業(yè)隨著國民生活水平的提升及市場經(jīng)濟(jì)的發(fā)展,這些年來行業(yè)總量達(dá)到前所未有的高度。產(chǎn)品同質(zhì)化程度嚴(yán)重、利潤空間的持續(xù)下調(diào)以及市場份額對企業(yè)生存的重要性等方面的問題一直充斥著整個中國快消品行業(yè),現(xiàn)今一些優(yōu)秀且富有遠(yuǎn)見的快消品生產(chǎn)企業(yè)以及開始了對產(chǎn)品分銷渠道網(wǎng)絡(luò)的建設(shè),如渠道為王和終端制勝這兩個觀點所表述的那樣,分銷渠道對于快消品生產(chǎn)企業(yè)來說已然成為其塑造重要的核心競爭力的關(guān)鍵手段。本文主要通過分析中國快消品行業(yè)內(nèi)優(yōu)秀企業(yè)的渠道活動,總結(jié)其實踐經(jīng)驗和原則,借鑒前人對分銷渠道的眾多研究成果,通過實證研究方法提出用于評價快消品生產(chǎn)企業(yè)分銷渠道模式的指標(biāo)體系,并通過典型企業(yè)的實踐案例來進(jìn)一步驗證這一指標(biāo)體系的科學(xué)性和實用性。關(guān)鍵詞：快速消費品 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?？焖傧M品首先是日常用品，它們依靠消費者高頻次和重復(fù)的使用與消耗通過規(guī)模的市場量來獲得利潤的價值的實現(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。尤其是進(jìn)入銷售旺季，眾多的創(chuàng)新營銷策略、手段和案例精彩紛呈，在電視上、各大主流網(wǎng)站上、在終端賣場里、在校園中，都能看到各大快消品牌相對于耐用消費品、地產(chǎn)和健康護(hù)理等行業(yè)的產(chǎn)品來說,快速消費品是一個獨特的、相對完整和富有特征的領(lǐng)域，它的營銷、通路