The Research Of J Company For Trade Spending Mangement

This article is the research of J company for trade spending management. The first part is an analysis of the Fast Moving Consumer Goods (FMCG) industry, include the industry characters and development trend. This part also have a rough introduction of J company, about product line and the market share. Then, the second part talk about channel and trade spending. After the introduction of channel definition and channel develop trend in China, this part mainly focus on the different types of trade spenging and different function of each type. The third part is about J company's channel structure and trade spending management. The conclusion is the current channel structure is appropriate, but the trade spending management has some issues to be improved. So in the last part is the proposal for J company to improve the trade spending management.Trade spending management is an important content of channel strategy for most companies, especially for FMCG companies. As J company is a typical sample with long product line and wide channel coverage, this article is aiming to use this discussion to give other companies some implication in trade spending management area.