Study On The Evaluation And Selection Of The Channel Model In The Domestic FMCG Manufacturer

FMCG (fast moving consumer goods) are those products that short service life, consumption faster, and consumers need to constantly purchase it, involving food, beverage, cosmetics, cleaning supplies, batteries, toilet paper and other industries. A typical FMCG includes supplies, food and beverage, tobacco, etc.; The over-the-counter drugs usually also can be categorized as such. They are called FMCG, because they first is daily necessary supplies, in order to obtain profits and realize value, they need to enlarge the scale of total market that rely on the high frequency of consumption.Because of the improvement of living standards and the development of market economy, in recent years the scale of FMCG industry reach an unprecedented levels. The large number of production enterprises coexists in this industry and the market competition activities is increasingly fierce. Severe degree of product homogeneity, lower profit margins and the market share is important to the enterprise survival and other issues have been filled with the FMCG industry in China, today some excellent and far-sighted FMCG manufacturers started the construction of product distribution channel network, such as the two ideas of channels is king and terminal winning have expressed that the distribution channel has become an important part of the core competitiveness of the fast consumption goods production enterprise. However, the construction of channel model is a more complex systematic management decision-making problem, how to build the channels core competitiveness, it is required to a set of scientific evaluation index system for the distribution channel model, which in order to analyze the problem of distribution channel and provide useful reference for FMCG manufacturers who establish channel.In this paper, by analyzing the distribution channel activities of FMCG manufacturers, summing up the practical experience and the principle of the construction of distribution channels, and drawing on the many results of previous research on the distribution channel, I propose the evaluation index system for the FMCG manufacturers distribution channel model by the empirical research methods, and use a typical business practice cases to further validate the scientific and practical of indicator system. I hope this paper can give business managers and channel theory researchers some help and enlightening.