快速消费品物流发展研究

本文总结了快速消费品物流的特点，分析了快速消费品物流的运作模式，针对快速消费品物流市场存在的问题，提出了快速消费品物流发展策略。     

我国中小型FMCG企业物流配送模式选择——基于FAHP模型的比较分析

与大多数行业一样FMCG行业的“第一利润源”和“第二利润源”几乎挖掘殆尽。因此,如何从物流这个环节进行挖掘新的利润增长点是FMCG企业,尤其是中小型FMCG企业必然需要面对的问题。而配送模式的选择在FMCG企业的成本节约上扮演着重要的角色,通过选择合理的物流配送模式将有助于提高中小型FMCG企业绩效。     

RFID在快速消费品供应链管理中的应用

提出了RFID系统应用的解决方案．确定了系统的基本配置：介绍了RFID系统在快速消费品供应链各环节中的具体应用;然后针对冷链这一特殊的物流管理方法,提出了RFID技术的优势及其应用方案：并且根据我国的快速消费品供应链现状．分析了RFID技术存在的问题及其发展方向。     

快速消费品重复购买意向影响因素的实证研究

本文基于IMI消费行为与生活形态统计年鉴的研究结果,运用联合分析对消费者进行快速消费品重复购买的影响因素进行了研究。然后从购买行为差异的角度通过聚类分析将消费者分成三类。最后对不同类型的消费者在背景信息和品牌认知情况两个方面的差异进行比较,并对研究结果的营销启示进行了讨论。     

快速消费品国际企业在中国物流策略的发展与演进研究

首先介绍了快速消费品行业特点以及国际快速消费品企业在中国整体物流的现状,接着重点分析了跨国公司"匹配型"物流策略的建立与演变以及跨国公司沿着产品价值链的物流布局与基本策略,然后以可口可乐公司案例为例,深入分析了快速消费品国际企业在我国市场所采取的物流策略,最后给出了跨国企业上述经验对我国快速消费品企业物流发展的启示。     

The Impact of Cause Branding on Consumer Reactions to Products: Does Product/Cause 'Fit' Really Matter?

This paper examines the issue of 'fit' between causes, companies, products and brands in the field of Cause Related Marketing (CRM). The linking of charitable causes and commercial ventures via their branded identities has become very widespread in the last ten years. The literature states that obtaining a good 'fit', in terms of the positioning and objectives of both product and charity, is very important to the success of CRM initiatives. However, there is no empirical support for this common assertion. This paper describes an experiment that was designed to test the assumption that 'fit' is important. The results of the experiment indicate that the degree of 'fit' between products and causes does have a significant effect on consumers' evaluations of products that carry a cause 'brand identity' as part of a CRM campaign. The results also indicate that cause cues in low involvement purchase situations create their impact by disrupting existing decision heuristics, rather than by the creation of new heuristics of assessment. This finding has implications for commercial managers when they are assessing the 'fit' and potential benefits of CRM associations.     

Status of Database Marketing in the Dutch Fast Moving Consumer Goods Industry

Brand manufacturers in the fast moving consumer goods industry are under pressure. Due to increased retailer concentration, access to scanner technology, eroding brand loyalty, an increasing number of price promotions and increasing market share of private labels, power is more and more shifting towards retailers. DBM can be an alternative for brand manufacturers in building brands and gaining more knowledge about the customer. In this paper data of 91 Dutch brand manufacturers are used to find the factors that influence the adoption of database marketing (DBM). A distinction between tactical DBM and strategic DBM is made. Tactical DBM has a short-term focus and a transactional approach. Strategic DBM has a long term focus aiming at enhancing brand loyalty, brand awareness and brand associations. Our results show that DBM is relatively undeveloped in the Dutch FMCG-industry. 29% of all respondents adopted DBM. When it is used, it is mainly used tactically. It is also found that DBM adoption is influenced by top management support, the size of the brand portfolio and the adoption of DBM by a competitor.     

从箭牌公司市场控制看快速消费品终端渠道分销管理

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。     

浅议高附加值快速消费品物流

从基本概念出发介绍了高附加值快速消费品，分析了其物流模式和物流过程中存在的问题，给出了针对这些问题的解决方案，并以药品物流为例，进一步探讨了如何组织该类商品物流。     

新零售模式下快消品行业创新模式探究

快消行业市场同质化严重,传统销售模式难以满足企业市场发展需求,新零售模式的出现为其提供了新发展路径。基于此,论文从快消品行业特征及发展必然性出发,提出新零售模式下快消品行业创新模式建议,旨在为快消行业在新零售下的发展提供参考。