中国快速消费品战略性渠道建设初探

The Preliminary Research on Strategic Channel Construction of Chinese Fast Consumable

营销渠道的建设受特定因素的影响,特别是产品自身的特点在很大程度上影响着营销渠道的选择。产品的特点决定了企业对目标市场的选择和消费者的购买习惯,因此产品的行业特点在很大程度上决定着企业营销渠道的建设。中国特殊的国情决定了在中国进行渠道建设必须要有中国的视角,要从战略的高度把握中国渠道建设,时刻关注中国的市场特点。

The marketing channel construction is affected by many specific factors. Especially the product＇s characteristic is affecting the marketing channel choice to a great extent. The product charactenstw has decided the goal market choice of enterprises and consumer＇s purchase custom, therefore the product profession characteristic is to a great extent deciding the enterprise marketing channel construction. The Chinese special national condition had decided that carrying on the channel construction in China must consider some China＇s angle of view, grasp this important issue in particular from the strategy of Chinese channel construction, and pay attention to China＇s market characteristic frequently.