快速消费品的营销渠道管理

摘要随着快速消费品的迅速进展,快速消费品一直在市场中占有极大的份额，然而快速消费品的营销渠道却不尽如意。营销渠道是联系企业与消费者的纽带,是企业产品实现最终价值的桥梁，快速消费品的营销渠道又因为其产品供需特色具有一定的特别性，讨论这一渠道类型，对提升我国快速消费品市场的完善和管理产生积极作用，文章通过对快速消费品市场现状的分析，找出其中制约的因素从而提出快速消费品营销渠道的管理措施。关键字:快速消费品；营销渠道；管理ABSTRACTWith the development of fastmoving consumer goods， fast moving consumer goods have a great share in the market ， however FMCG marketing channels are less well 。 Marketing channel is contact enterprise and consumers of ties ， is enterprise products achieved eventually value of bridge， fast consumer of marketing channel and because its products supply features has must of particularity ， research this a channel type ， on upgrade my fast consumer market of perfect and management produces active role， articles through on fast consumer market status of analysis ， find which restriction of factors thereby made fast consumer marketing channel of management measures。Key words：Fast moving consumer goods;Marketing channels;Management目录1 前言..............................................................................12 快速消费品的基本特点及渠道特征 .................................................... 1 2 。 1 快速消费品的产品特点 ....................................................... 1 2.1.1 周转周期短 ............................................................ 1 2 。 1 。 2 保鲜期短，购买便利 .................................................. 1 2.1 。 3 视觉化 ............................................................... 1 2 。 2 快速消费品消费者的购买特征 ................................................. 1 2.2 。 1 消费者分布分散，习惯就近购买 ......................................... 1 2...