Research The Measure Of Fast Moving Consumer Goods' Channal Conflict

Fast-moving consumer goods are an important part of consumer goods. The development status of fast-moving consumer goods industry is closely related to a country's economical development level and its citizen's living standard. Along with the acceleration of China's economy and the upgrade of people's living standard, China's fast-moving consumer goods industry is on the tract of fast development.Distribution channel plays an extremely important role in the development of China's fast-moving consumer goods industry. However the channel conflict is a detrimental factor for channel blockage and channel disability. Preventing and controlling distribution channel is significant to ensure the stable and continuous development of China's fast-moving consumer goods industry.The paper first addresses the fast-moving consumer goods industry and its distribution channel, analyzes definition, category, product attribute, product feature of fast-moving consumer goods, as well as transition process of its channel development, channel modes, end environment characteristics and channel development trend. Then the paper elaborate the direct and indirect causes of the channel conflict, and therefore summarize the inherent interdependence among members of distribution channel of China's fast-moving consumer goods as well as the contradiction of channel members' quest for the independency. The contradiction of channel member's pursuance of maximization of its own economic interest is the root cause for the channel conflict of China's fast-moving consumer goods industry.The paper last proposes measures to prevent channel conflict, i.e. synergy strategy and differentiation strategy, to improve channel structure, to select information-intense strategy and information protection strategy according to background category, and to control channel conflict with a reasonable-conflict valve. The author hopes to get through channels, to enhance enterprise vitality, to promote the stable and continuous development of China's fast-moving consumer goods industry, and thus further develop China's economy.