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快速消费品是最贴近人们生活需求的商品类别,市场调查研究表明,消费品终端铺货率与销售量成明显的正相关关系。因此对于企业来说,如何分析并组建有效的流通渠道,从而实现商品高速流通是企业能否在激烈市场中致胜的关键。流通渠道可以按现代、传统、特殊三个渠道划分,本文拟从结构、功能和关系三方面对快速消费品流通渠道进行分析,为企业销售管理人员提供合适的渠道策略。
FMCG is the category that most closely matches the needs of people’s lives. Market research shows that there is a clear positive correlation between the distribution rate and the sales volume of consumer products. Therefore, for enterprises, how to analyze and set up effective distribution channels to achieve high-speed circulation of goods is the key to whether enterprises can win in the fierce market. The distribution channels can be divided according to the modern, traditional and special channels. This paper analyzes the distribution channels of the FMCGs from the aspects of structure, function and relationship, and provides appropriate marketing strategies for the sales managers.