快速消费品行业的渠道管理——基于宝洁公司针对大客户的渠道管理模式分析

On Channel Management of Fast-consuming Products——Based on P & G's Big Clients' Management Model

快速消费品是我们日常生活中熟悉和接触频繁的产品。作为全球最大的快速消费品公司———宝洁公司,其渠道管理经过控制分销商数量,加强培训激励工作;与大客户直接建立联系,成立战略联盟;采取多种措施齐头并进有效解决垂直及水平渠道冲突等措施,最终形成了适合中国市场发展的基于大客户的管理型渠道关系管理模式。

Fast-consuming products are our daily familiarity and are frequently dealt with. As the biggest fast - consuming product company in the world, P ＆ G conducts channel management by controlling branch dealers＇ numbers, strengthening its work through stimulation, establishing direct relations with big clients to form strategic lies. Having taken all kinds of measures to solve vertical and horizontal channel conflicts effectively, it finally forms the management model based on big client management channel relations suited for Chinese market development.