基于渠道扁平化的快速消费品分销渠道模式研究

Research on Flat Distributing Channels of the Fast Moving Consumer Goods

伴随着经济的迅速发展,市场形式由卖方市场转变为典型的买方市场,对于传统的分销渠道产生了巨大冲击。对于快速消费品(FMCG)这种价值低、视觉化、品牌忠诚度不高的产品来说,靠近最终消费者的制造商在多数情况下与其他制造商在博弈时处于有利地位。如何改变快速消费品行业现有的分销渠道,使得分销渠道下沉更贴近最终用户是增强快速消费品企业竞争力、实现企业利润最大化急需解决的问题。

With the rapid development of the economy, market form is transforming, a twical buyer＇s market from a seller＇s market so that the traditional distribution channels had a tremendous impact. For the fast moving consumer goods （FM- CG） that is low value and brand loyalty, visualization, com- pared with other manufacturers, manufacturers of close to the final consumer has a good position at the competition in most cases. How to change the existing distribution channels of FMCG industries, making the distribution channel sink closer to the end user is an urgent problem to enhance the competi- tiveness of fast moving consumer goods companies and maxi- mize corporate profits.