FMCG Enterprises Jani Group’s Business Transformation Study

Faced with increasingly fierce domestic FMCG market competition, The FMCG How business strategy adjustment, Important should be business issue of domestic enterprises. This thesis focuses on the study of the subject Yani Group’s FMCG business strategy transformation ".This paper is divided into five chapters illustrate:The first is the introduction, mainly in respect the FMCG background of the study of the theory of this article, at home and abroad the FMCG industry conditions as well as the research objectives, contents and methods described.In the second chapter, analysis of the external environment and the development of the FMCG industry enterprises expand more detail, including the economic, policy, and social factors, at the same time due to changes in the external environment and development as detailed the overall impact on the operation of larger FMCG companies Yani Group.Chapter three focus on that the pressures and difficulties faced by the Ming Yani Group in brand management, the use of the theory of marketing management SWOT analysis methods analyze the changes in the trend of domestic brand position and status of FMCG market in response to brand competition, and developed a series of brand transformation strategy as well as specific content.Description and analysis focused Yani another important transformation of the Group Strategy Supply Chain Strategy Chapter on distribution channels, logistics operations, procurement and use of information technology, from the transformation of the supply system and the implementation of the analysis, it is proved FMCG enterprise’s overall operating performance improvement, strategy and management of the supply chain adapt domestic FMCG companies another manifestation of competitiveness.Description and analysis focused Yani another important transformation of the Group Strategy Supply Chain Strategy Chapter on distribution channels, logistics operations, procurement and use of information technology, from the transformation of the supply system and the implementation of the analysis, it is proved FMCG enterprise’s overall operating performance improvement, strategy and management of the supply chain adapt domestic FMCG companies another manifestation of competitiveness.Finally, the conclusions of this paper to summarize the results and shortcomings of the thesis.Analysis and research papers provide useful lessons for the development and management of the domestic FMCG industry enterprises.