中國快速消費品行業(yè)營銷渠道的整合策略.pdf

1、復旦大學碩士學位論文中國快速消費品行業(yè)營銷渠道的整合策略姓名：賀春波申請學位級別：碩士專業(yè)：工商管理指導教師：孫一民20030503012025378賀春波中國快速消費品行業(yè)營銷渠道的整合策略IntegratingStrategyofMarketingChannelinChinaFastMovingConsumerGoodIndustryAbstractChinaFMCGindustryhasdevelopedformorethantw

2、entyyearsandbeenmaturestepbystepnleindustryhasalreadyenteredintothelowprofitstageChinalocalFMCGenterpriseshavealreadypassedthelearningprocessandthegapbetweenChineseFMCGenterprisesandforeignFMCGenterpriseshasbeennarrowedv

3、eryquicklyItisverydifficulttokeepcompetitiveadvantageinFMCGindustrybecauseofhomogeneouscharacterNomatterbigforeignFMCGcompaniesorlittlelocalFMCGenterpriseshavealreadyknewaclearprinciple：inmodemChinaFMCOindustryonly“Chann

4、el’’and“Brand”wouldbedurablecompetitiveadvantageForthetwofactors，amountofmoneyandtimeisneededtoform“Brand“thatbemoreartisticrelativelywhile‘‘Channel’bemolescientificChinaFMCGenterprisescouldallocatemoreresourcetobuildthe

5、irbrandonlyafterintegratingmarketingchannelscientificallyOnstrategypointofview“Channel’’iscorrespondingwith‘‘Brand’ChinalocalFMCGenterpriseshavebeenexperiencedinthereforrllofChinaeconomicsystemManyofthemhavestillkeptpart

6、sofoldchannelduetodifferentreasonsandcouldnotgiveuptheoldmodelinshorttimeOntheotherside，beaccompanyingwitllrapiddevelopmentofChinaeconomythemodelofmarketingchannelischangingheavilyGrownupofchainretailingstore，development

7、ofinformationtechnologychangeofmodernmarketingtheoryflexibleeconomysystemareallcompelChinaFMCGenterprisestedesignandadjusttheirchannelpolicyInthispapertheauthorputforwardthestrategystepstointegratemarketingchannelinChina

8、FMCGindustryandthe“FiveCharacters”analysismethodtoanalyzetheprocessofmarketingchannelinChinaFMCGindustry。Throughthe‘FiveCharacters’modeltheauthorputforwardthreemarketingchannelstrategies：marketingchannelstructurestrategy