The Research On Mobile Business Applications Of FMCG Enterprises In The Rural Areas

As the government vigorously develops the rural economy,demand of the rural is growing rapidly. This is a very good opportunity for the development of FMCG (Fast Moving Consumer Goods) enterprises. On the other hand, the consumption in rural areas is featured with small and low level demand, poor infrastructure and weak market management. As a result of that, some problems came about gradually along with the developing process (increasingly prominent in the marketing activities) which is impeding further development of FMCG companies in the countryside.With the rapid development of mobile technology, mobile commerce has been applied in many fields, mobile commerce applications for enterprises is one of the main aspects. In this study, we propose the use of mobile commerce for solving problems encountered in rural development of FMCG companies. The solution is expected to improve the status of FMCG business management, work efficiency and effectiveness of marketing campaign. Also, it will be a good practice for the other rural oriented enterprises to learn from, and thus help promote the entire process of new rural reconstruction.We studied the rural consumer market and the characteristics of consumer behavior in FMCG market. The current rural economy maintained a strong momentum of development, providing a good economic conditions and social environment for the development of the rural market. The government has increased the efforts in rural market construction. As a result, rural consumption environment has been improved greatly. It not only leads to the positive development of the rural consumer market, but also for FMCG companies to create greater profit margins. FMCG industry consumer behavior is characterized mainly by dispersed targeted consumer group, higher requirement for the convenience of buying products, impulse buying, low brand loyalty and the price sensitivity.We proposed specific solutions with the use of mobile commerce for FMCG companies facing of slow market feedback, outdated management styles, sales outlets dispersion problem in the rural development process. The use of mobile commerce to business management, marketing and logistics distribution activities enables the information transmitted in real time, and as a result, enables enterprises to obtain more timely, accurate and comprehensive market information. Use the mobile terminal to achieve precise positioning and thus enhance logistics efficiency and employee work efficiency. Also, use the mobile terminal to communicate with customers anytime and anywhere. Getting timely feedback from customers help enterprises to continuously improve and enhance service levels. At the end of the paper, we analyzed a case of Liling County beer enterprise which uses a mobile commerce application called "Palm Services Through".