快速流通消費品產(chǎn)品創(chuàng)新策略研究.pdf

1、中國科學(xué)技術(shù)大學(xué)碩士學(xué)位論文快速流通消費品產(chǎn)品創(chuàng)新策略研究姓名：魯力立申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：趙紅20031001扣目科學(xué)技術(shù)大學(xué)MBA學(xué)位論文快速流通消費品產(chǎn)品創(chuàng)新策略研究AbstractThisessayismamlytomakeresearchabouttheimportantinthistry—fastmovingconsumergoodsFirstthewriterdefinesthebasicconcept

2、andcharacteroftheFMCGconlrasl[ingwithtechnicalgoodsandlongtermcousaFtlargoodsSecondly，usingthebasicconceptof‘‘totalproduct“inmarketingtheory，thewritersurmnarizethe3layersofproduct：Goreproduct，tangibleproductandassistantp

3、roductThirdly，accordingtothetheoryof“Productliferecycle“thewriterexpatiatewhytheFMCGcompanyCallexpandtheproduct’slifebyproductinnovationandhowthemdustryandcompanycandevelopitsbusinessbyproductinnovationBasedonthebasiccha

4、ractersofFMCGthewriterexpatiateaboutthebasiccontentandmetllodofproductinnovationofFMCGVnleudescribingthiscontentindetail，thewriterpaymuchattentiontothebrandnewintentioninnovation，packagelabelcreatingpackagevolumecreating

5、andgoonThewriterngesthebasicconceptandimportanttheory，combinetherealityandpracticeofFMCGtheninitiatesomeimportantconceptsandmethodsofthisindustryTheseconceptsandmethodswilldogreatgoodtothetheoryresearchandpracticeoftheFa