饮品类快速消费品营销渠道的讨论——以娃哈哈为例摘 要：快速消费品（Fast Moving Consumer Goods）是指消费者消耗较快、不断重复购买的产品，以食品、饮料、护肤护发等产品都是典型的快速消费品。营销渠道是指某种货物或劳务从生产者向消费者移动时，取得这种货物或劳务所有权或帮助转移其所有权的所有企业或个人。本文以娃哈哈饮料为代表介绍其营销渠道。俗话说“得渠道者得天下”，这是快速消费品渠道管理的重要性的真实写照。渠道业务规划者需要制定合理的营销渠道创新的思路，寻求长期的业务进展，以更准确地反映企业长期进展的客观需要，使企业避开短视的战略失误，以获得持续的生存和进展。关键词：快速消费品；营销渠道；渠道模式Study on the beverage and fast moving consumer goods marketing channels to WahahaAbstract: the fast moving consumer goods (Fast Moving ConsumerGoods) is refers to the consumer consumption faster, to constantly repeat purchase products to food, beverage, skin and hair careproducts are typical fast consumer goods. , marketing channel is a goods or services from the producer to the consumer movement,to achieve this kind of title to goods or services or to help allenterprises or individual transfer of ownership. This paperintroduces to Wahaha beverage as the representative of its marketing channel. As the saying goes "the channel gets the world", this is a true portrayal of the importance of channel management of fast moving consumer goods. Channel businessplanners need to innovative marketing channels make the reasonable ideas, seeking long-term business development, in order to more accurately reflect the objective need of long-term development of enterprises, make enterprises avoid the strategic errors short-sighted, in order to obtain the survival and sustainable development.Keywords:FMCG；Marketing channels ；Channel mode1 引言快速消费品（Fast Moving Consumer Goods）是指消费者消耗速度较快、不断重复购买的产品。快速...
