Channels Of The Consumer Goods Industry Marketing Research

Since the Revolution starting from 1978, China has got rid of "the Shorten Period". Thousands of foreign company enters into China market, meanwhile the local enterprises have become more and more strong, which target to snap market share and occupy the leading position. No goods can not be replaced by competitors.Under the situation of sharp competition, it is critical to ensure the sustainable growth of sales and market share through attracting consumers and keep the brand loyalty for those manufactures in consuming industry, not only fast moving consuming goods but also consume durables.Thus, channel has become one of the most important parts of the corporate strategy. On one hand, companies have tried the best to dig the potentiality of existing channels as much as possible; on the other hand, companies are endeavoring to extend and reorganize the current channel, and develop new channels in order to gain the competitive edge in the both wholesale and retail channels.The concept of "Trade Marketing" is different from that of "Chanel Management" or "Channel Implementation" which focus on the topics of channel classification, channel segmentation and channel conflict" and belong to Sales Management. Meanwhile, Trade Marketing aims to establish brand image and consumer loyalty through well organized strategy, planning, execution and evaluation under an effective and efficient trade marketing system and organization. In terms of the nature of consuming industry, as the product and brand performance in retail channel is more important, Trade Marketing will take key role in consuming industry.As Trade Marketing is regarded as a part of Marketing Management, its theory and study also come from that of Marketing Management, like written by Philip Katter. On the other hand, as the current situation is the theory of Trade Marketing is lack of enough specific articles, its theory and introduction come from the internal training materials made by the companies, especially the multinational consuming companies, such as "Competitive Edge Series I & II" by British American Tobacco Ltd and "Trade Marketing & Promotion" by P&G. We can also find some case study and articles in magazine like "Sales and Marketing" and books related to channel study.The whole thesis contains three main chapters as followed:The 1^st chapter introduces the background and purpose of the thesis; the 2^nd chapter focuses on the analysis the concept, history, role and issues of channel marketing, and shows the points of each element of channel marketing including its organization, the planning process, implementation, monitor system and budget management; the 3^rd chapter raises the proposals and solutions for channel marketing in real situation through analyzing the issues of KC China.