Research On FMCG Distribution Channel Under Focus Strategy

The global economic downturn, all kinds of industry trends, market downturn ingrowth or withdrawal in the Chinese market will show continued growth opportunity;Especially FMCG industry (FMCG, namely, Fast Moving Consumer Goods,hereinafter referred to as FMCG) is doing well. Based on the importance of enterprisestrategic layout of the distribution channel of FMCG, the authors select focus strategydistribution channel of FMCG study for MBA graduate thesis direction. First of all,the author introduces the research background of this article, research purpose,distribution channels research related theories and literature at home and abroad, aswell as the innovation of this article, research methods and the basic framework.Secondly, the author through method, the topic of thesis has introduced the focusstrategy, the concept of distribution channel and implement the strategy ofdistribution channels focus on the significance of this paper introduces the design ofthe distribution channel of FMCG general structure and design method, focusing onthe strategy of distribution channel of FMCG general structure and design method,including the selection of the target distribution channels and channel relationshipmanagement structure, further with the contrast method, is put forward in thebeverage industry, European and American enterprise and domestic enterprises in thedistribution channel structure and basic pattern design is discussed. Finally, the authorbased on DAN company as an example, further analysis the focus strategydistribution channel of FMCG Strategy formulation and the organization andmanagement, channel relationship management and marketing management strategyimplementation, including ideas to DAN company future distribution channels, thefinal out in this paper, theoretical analysis and practical significance.The characteristics of this paper are to focus in the domestic first proposed basedon the strategic thinking of FMCG distribution channel mode. At present for the targetdistribution channels in China lacks strategic vision and strategic characteristics, stand in the forefront of theory, by contrast, the method of comprehensive analysis inFMCG industry, distribution channels to carry out the strategy of focusing on thetheoretical basis, design method and model building. And in view of the developmentof the distribution channel mode of the future, with the success of DAN companyexample for validation. The author believes that the strategic thought of FMCGindustry distribution channel strategy has universal significance.