快速消费品进入市场的渠道策略研究

Strategy of marketing channel management in fast consumer goods' entering the market

本文结合快速消费品的特点,以产品进入市场的流程为主线,以实例为基础,从制造商角度对渠道策略进行了探究,分析了渠道选择、渠道评估等策略,提出了操作性的建议。

Combining with the characteristics of fast consumption goods, this paper takes the process of products entering the market as the masterstroke. From the manufacturer＇s angle, this paper explores the strategies of marketing channel management based on the cases, analyzes the marketing channel choice and assessment, and gives concrete operating recommendations.