工商管理硕士（MBA）学位论文***大学UNIVERSITY OF ***题目：我国快速消费品的行业市场营销探析 -- 从分销渠道方向分析 姓 名： ***学 号： ＊*** ***班 级： ***班专 业：＊*** ***导 师： ***摘要随着新世纪的来临，我国经济正处于高速增长的时期，快速消费品市场竞争日趋激烈，许多产品的市场竞争已经逐渐从单纯的价格竞争向多层次的竞争转变。那快速消费品如何在市场营销中取得成功就是本文主要谈到的问题。其中渠道越来越被视为能给快速消费品生产企业带来独特竞争优势的源泉，而新时代渠道又呈现出向多极化渠道、整合型渠道、关系型渠道进展的趋势。本文以此为基点进行深化分析。关键词:快速消费品行业；市场营销；渠道营销ABSTRACTWith the advent of the new century, China's economy is in a period of rapid growth, fast moving consumer goods market is becoming increasingly fierce, many products in the market competition has been gradually from a purely price competition to the multi-level changes in the competition. How in the fast moving consumer goods marketing in the success of this paper is talking about the issue. One channel is increasingly seen as fast moving consumer goods manufacturers can bring a unique source of competitive advantage, and the new era of channels also showing a multi-polar channels, integrated channels, and the development trend of channels. In this paper, as the basis of an in-depth analysis.Key words: fast moving consumer goods industry; marketing; channel marketing目录摘要2目录3详细目录 4第 1 章 绪论 51.选题的背景与意义5第 2 章 基本概念概述61.快速消费品的概念62.快速消费品的特点72.1 产品的周转迅速 72.2 产品的保鲜要求比较高 72.3 单位价值较低72.4 主要满足人们的日常便利性需求73.快速消费品行业特点 74.快速消费品行业进展的一些基本要素84.1 品牌和渠道84.2 产品定位 94.3 广告宣传 95.分销渠道的定义96.营销渠道的概念107. 营销渠道冲突的定义10第 3 章 中国快速消费品行业市场现状分析 111.快速消费品行业的分类112.中国快速消费品市场现状122.1 ...
