摘要
营销渠道的不稳定严重影响企业的生产经营,而快速消费品行业特征使得该行业渠道更加复杂,如何建立良好的终端渠道管理机制以便进行有效的分销,在当前是一个关乎企业生死存亡的重大战略问题。美国箭牌糖果公司在江苏部分城市的布货状况优异,同时也取得了很好的销售业绩,其成功的取得源于其对终端渠道管理理念的深度把握,以及对终端分销布市的精耕细作,现代企业若想取得成功就必须在细分市场的同时进行渠道精细化管理,即重视市场整体布局,又要在细节上不断完善。
The problem of marketing channels would seriously affect the production and operation of enterprises,and the feature of FMCG industries makes this industry channel more complicated.How to establish good terminal channel management mechanism for effective distribution is a significant problem which affects the survival of enterprise.American Wrigley Candy Company has very good sales performance and excellent goods condition in some cities of Jiangsu.Its success comes from the deep comprehension of terminal channel management,and good job of terminal market segmentation and intensive cultivation,that is,if enterprises want to succeed now,they must pay attention to market overall layout and improve in details.
出处
《企业活力》
2010年第1期24-26,共3页
Enterprise Vitality
关键词
箭牌
快速消费品
渠道分销
Wrigley
Fast Moving Consumer Goods（FMCG）
channel distribution
