快速消费品行业如何做大做强及风险的规避

快速消费品行业是中国市场化程度最高的行业。但也存在很多让人棘手的问题,突出表现为行业与行业之间严重的恶性竞争和区域与区域之间的窜货问题,厂商之间关系恶化,渠道网络成员忠诚度下降,缺乏品牌整合营销策划与操作的意识等等。鉴于此,本文分别对快速消费品行业在渠道认知与开拓阶段,渠道巩固与发展阶段,渠道维护与稳定阶段的推广政策进行了分析探讨。

How to Make Fast Moving Consumer Goods Industries be Bigger and Stronger and the Risk of Evasion

Fast moving consumer goods industry is the highest level of China’s market of the industry. However,there are still many people thorny problems,the most prominent is serious business to business and the vicious competition between the regional and regional Falsifying Products problems,the deterioration of relations between manufacturers,members of the network channels loyalty decline,the lack of integrated marketing brand planning and operation of awareness,and so on. In view of this,the paper industry on the fast moving consumer goods promotion policies was discussed.