A Study On FMCG Dealers Of Distribution Channel

FMCG industry is one of the highest marketing industry which is related to the national economy.The increasing homogenization of products, promotions, monosyllabic, and the invalidity of price competition have all contributed to competitors focus on distribution channels which is more difficult to imitate and copy. Dealer is one of the most important participants of distribution channel. The function of distribution channel depends a lot on the dealer, and dealer is the core resources of distribution channels. Maximizing the value of the channel so dealers can achieve sustained profits. The recent rising of the terminal and the innovation of e-business makes the doubt of the necessary of the dealer. In addition, domestic and international studies on distribution channels stand on the large, well-funded producer. Of the first to solve the survival and development of the middle part of the small channels dealer channel management issues in the relatively small number of, ignored these small dealers own initiative. But the small dealers did exit and the distribution in playing the role can not be ignored, this paper selected FMCG model to improve its channels of distribution and the management of its members as a subject of study.In this paper, taking the theory of distribution channels, combined with FMCG industry background and taking H for a case, analyze the construction of the dealer distribution channel business model and the managing of distribution channels. This paper also provide improvement measures to construct the area and town channels for company H, which provide strong support and guidance to company H.This article is divided into three parts, four chapters, which is as the followings:Chapter One:Introduction. This part introduce the background and the significance of the research, make a general comment of relevant literature summary, while defines related concept. Taking this as a basis to illustrate the article of perspectives and methods, the scope and the basic framework.Chapter Two:correlation theory. Detailed descript the distribution channels model, the membership, characteristics, effects process and other related theories. This part demonstrated the necessary for dealers, distributors and distribution channels to explain the relationship between the distribution, and described the commonly used classification of business models and distribution channels members. Finally, according to service output channels and transaction cost theory, propose method of optimal management of distribution channels.Chapter Three:This is the focus of this article. Take Company H as the subject investigated, to integrate the FMCG industry dealers' channel management profile, and use the theory and analysis tools which have been mentioned in Chapter Two, to sum up company H's channel model and the classification of the members, discuss company H's member management shortage and county distribution channel scarcity which exit in its city distribution channel. By using channels service output theory and transaction cost theory, we are trying to get out some pointed channels optimize countermeasures and measures for company H.Chapter Four:This part is the conclusion. The driving force of the distribution channel's reform maybe not comes only from the manufacturers, the dealers could innovate and optimize the channel management according to the operate service attribute and market demand on their own initiative. In addition, it should take the modernization management method, and establish a variety of niche targeting databases and analytical systems, they could help the dealers effectively control and manage the channels.