Study On Distribution Of Fast Moving Consumer Goods Based On Quick Response

FMCG(Fast Moving Consumer Goods) is a kind of special commodity, which isgreatly different from durable consumer goods. Its consumption and marketingchannel keep changing rapidly, so logistics of FMCG has its unique characteristicsand it has high requirements to logistics service suppliers. Logistics has experiencedhigh development speed in recent years in China, but China's development of thelogistics industry still fall far behind the distribution demand of FMCG.In view of this,the purpose of this thesis is to find solution to improve theresponse speed of FMCG's distribution and to make the FMCG enterprises morecompetitive.This thesis apply quick response theory to consumer goodsdistribution.First of all,this thesis expound relative theories about FMCG and itsdistribution and their research's development, and figure out the importance of quickresponse ability in FMCG's distribution.This thesis specialized study at the problemsthat exist in FMCG distribution market, and the FMCG's demands for quick responsedelivery. This thesis analyses the common delivery modes of FMCG and figure outhow to choose the right mode, and then advance how to improve the ability of quickresponse by using postponement strategy. At the end ,this thesis optimize andredesign the delivery processes of FMCG so as to achieve quick response tocustumer's demands.