快速消费品行业窜货现象分析及对策研究

内  容  摘  要

本文首先介绍了快速消费品行业的发展现状和窜货问题的危害；其次，从渠道权力分配方面、营销渠道策略方面和渠道管理措施方面对快速消费品行业窜货问题的成因做出了总结和分析；最后，根据快速消费品行业发展现状、营销管理方面的成熟理论和国内外最新的管理方法，对快速消费品行业窜货问题的治理提出了意见和建议。
本文研究的核心是对快速消费品行业的窜货问题做出深层次的分析和归纳，根据其形成的原因提出相应的对策，以促进快速消费品行业的良性发展。运用营销管理理论的基础知识和实践中归纳总结的管理方法，为快速消费品行业窜货问题的治理对策提出一些科学的建议。
关键词：快速消费品行业    窜货    权力分配    渠道管理

ABSTRACT

The main content of the paper is as follow: First, the paper introduce the present situation of the FMCG industry and the damage of cross-recion selling in China. Secondly, the paper analyzes the cross-recion selling in FMCG industry from the right power assignment, channelcontrol strategy and method. Last, according to the present situation, the mature theory and the domestic and foreign newset management, the papey gave the comment and the suggestion to the governance on cross-recion selling in FMCG industry.
The purpose of this thesis is to find out the method of the industry development of FMCG by the inquisition and analysis of the problems of cross-recion selling. By this reseach, the writer hopes to provide a beneficial reference for the governance on cross-recion selling in FMCG industry
    KEY WORDS: the industy of fast moving consumer goods    cross-recion selling    power assignment    channel management

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