FMCG销售渠道发展趋势研究——以雀巢公司为例.docx

FMCG销售渠道发展趋势研究——以雀巢公司为例摘要FMCG为快速消费品，指那些寿命短、流通快、需要被反复购买的产品。因为与人们的生活密不可分，所以伴随人口数量和生活质量的增加,FMCG行业的发展也十分迅猛。现如今,大型商超和电子商务的正飞速崛起，更是给FMCG行业带来了前所未有的机遇和挑战。而销售渠道作为4P理论中最重要的一点，对于促进FMCG企业发展，提高其行业竞争力至关重要。因此，本课题选取了快速消费品行业销售渠道未来的发展趋势作为研究的主题，通过收集大量文献资料，报告了快速消费品企业现阶段销售渠道的发展现状，并对FMCG行业全球销量第一的雀巢公司通过4P理论进行实例分析，提出其销售渠道中存在着管理难度大、发展受阻和E渠道薄弱等一些问题。最后结合了未来人们对于消费品的购买更加倾向于大型商超和电子商务方向发展的趋势，给出了FMCG企业的销售渠道在未来发展中应当实现销售渠道扁平化、在维持好传统渠道的基础上加大现代渠道以及E渠道的建设等优化措施。为其他快速消费品企业未来销售渠道的建设提供借鉴和参考。关键词：FMCG；销售渠道；发展趋势；优化措施ABSTRACTFMCGistheproductthatshort-lived, fastcirculation, needtoberepeatedpurchase. Becauseitiscloselyconnectedwithpeopleslives, andwiththeincreaseofpopulationquantityandqualityoflife, FMCGindustrydevelopmentisfast. Now, therapidriseoflargesupermarketsande-commerce,alsohasbroughtunprecedentedopportunitiesandchallengestotheFMCGindustry. Andsaleschannelasthemostimportantthingofthe4Ptheory, forthepromotionofFMCGbusinessdevelopment, improvementthecompetitivenessofitsindustryisessential. Therefore, weselectedthefuturetrendsofFMCGsaleschannelasthethemeofthestudy, bycollectingalargenumberofdocuments, thereportofthecurrentdevelopmentstageofFMCGbusinesssaleschannel, andtheFMCGindustryglobalsalesbyNestlewith4Ptheoryanalysis, theexistenceofitssaleschannelsmanagementisdifficult, arresteddevelopment, andEchannelsweakandsomeotherissues. Finally, peoplearemoreinclinedtofuturelargesupermarketsandthedirectionofdevelopmentofe-commerceforconsumerbuyingtrends, giventheFMCGbusinesssaleschannelsinthefuturedevelopmentshouldbestrengthenedanddiversifiedflatsaleschannels, whilemaintaininggoodtraditionalchannelsEchannelsandmodernconstructionandotheroptimizationmeasurestoincreasechannelbasis. Providereferenceintheconstructionofthefuturedevelopmentofsaleschannelsforotherfastmovingconsumergoodscompanies.Keywords: FMCG; saleschannels; trends; optimizationmeasures目录摘要IABSTRACTII目录i第1章绪论11.1 研究背景11.1.1我国FMCG行业发展背景11.1.2 FMCG销售渠道的重要作用21.2 研究综述21.3 研究方法与框架31.3.1 研究方法31.3.2 研究框架41.3.3 创新之处4第2章相关理论52.1 FMCG的定义与特征52.2 FMCG的行业的划分52.3销售