(工商企业管理)我国快速消费品行业营销渠道管理研究.docx

中南财经法大学自学考试本科毕业论文自学考试本科毕业生毕业论文我国快速消费品行业营销渠道管理研究考生姓名XXXXXXXXXXXXXX专业XXXXXXXXXXXXXX准考证号XXXXXXXXXXXXXX指导教师XXXXXXXXXXXXXXXX通讯地址XXXXXXXXXXXXX邮政编码XXXXXXXXXXXXX电子邮箱XXXXXXXXXXXXX联系方式XXXXXXXXXXXXX二○年月摘要快速消费品是指使用周期短，重复购买频率高的消费品。我国是人口大国，随着人民生活水平的提高与物质需求的增长，快速消费品已成为支撑我国经济发展的重要行业，同时行业竞争也愈加激烈。虽然我国快速消费品行业发展形势良好，但其中存在的问题不可忽视，营销渠道作为企业与消费者之间的纽带和桥梁，逐渐成为快速消费品行业中管理问题的核心。针对我国快速消费品营销渠道中产生的冲突、渠道窜货、终端销售的管理不善等问题，企业应立足自身情况，强化对渠道的控制与管理，统筹协调好与经销商的合作关系，减少渠道冲突的产生，提高终端销售的服务质量，保证快速消费品行业的可持续发展。关键词：快速消费品；营销渠道；可持续发展AbstractFMCGreferstotheuseofshortcycle,highpurchasefrequencyofconsumergoods.Chinaisapopulouscountry,withtheimprovementofpeople'slivingstandardandmaterialdemandgrowth,thefastconsumergoodsindustryhasbecomeanimportantsupportforChina'seconomicdevelopment,andindustrycompetitionisbecomingincreasinglyfierce.AlthoughChina'sFMCGindustrythedevelopmentsituationisgood,buttheproblemscannotbeignored,themarketingchannelisthebridgebetweenenterprisesandconsumers,hasgraduallybecomethecoreproblemofmanagementinFMCGindustry.Forourfastconsumergoodsmarketingchannelconflict,resultinginthesaleschannel,terminalsalesmanagement,enterprisesshouldBasedontheirownsituation,tostrengthenthecontrolandmanagementofthechannel,coordinatingthegoodrelationsofcooperationwithdealerstoreducechannelconflict,improvetheservicequalityofterminalsales,toensurethesustainabledevelopmentoftheFMCGindustry.Keywords:fastmovingconsumergoods;marketingchannel;sustainabledevelopmentTOC\o"1-3"\h\uHYPERLINK\l_Toc26613摘要PAGEREF_Toc266132HYPERLINK\l_Toc28006AbstractPAGEREF_Toc280063HYPERLINK\l_Toc24373一、引言PAGEREF_Toc243734HYPERLINK\l_Toc19662（一）选题的背景与意义PAGEREF_Toc196625HYPERLINK\l_Toc7844（二）文献综述PAGEREF_T