Study On Distributional Model Of FMCG In WEIKE Company Faced On Community Supermarkets In Tianjin

With the implement of the policy of the reform and opening-up for over threedecades, the reform of economic system and the constant acceleration ofmarketization prodigiously lift the living standard of citizens. The word of“community”has flied into the eyes of people since the year of2003, and more andmore communities begin to be created, making people gradually transit from the everurbanization to communalization. With the high speed of the level ofcommunalization and the constant improvement of the demands of communityresidents, lots of community residents wish they can buy what they need with theshortest time and the nearest distance.For this reason,as a new supermarkets formatfor community residents, the community supermarkets are rapidly booming recently.At present, the community supermarkets are given the great importance by thegovernment, enterprises and the community residents, which are in a rapidlydeveloped stage. While due to deficient experience, the community supermarkets arefacing with many obstacles in the process of development. However as one of theoperation steps of community supermarkets, delivery is playing an important role inthe overall development and strategic arrangement of community supermarkets.Therefore we should make a research for the mode of delivery to the communitysupermarkets.As a special kind of good, with the factors of consumption fast and large, FMCGare necessities for the residents at stake. Many FMCG with the characteristics ofseasoning, consumptive diversity and personality, which is different with normalconsumer goods at the marketing channel. So, FMCG should have the special wayand trait in the distribution. In current China, the quality of distribution is just in thebeginning stage, and many distribution demands can not be satisfied for FMCG. This thesis points out the importance of mode of distribution to communitymarkets and the development of productive company, creating to combinationbetween community markets and FMCG. Putting Tianjin as an example, WEIKEbuilds a mode of distribution facing community markets FMCG in Tianjin, andrespectively analysis the three modes--facing to downtown, counties, and marketswith self-distributing center, proposing the construction and detail measures ofinformation system, TPL credit management system and charging and returningsystem. Finally, it analysis the key point of this mode with the way of quantity setting,making it with theoretical basis and factual meaning and it is the biggest creation ofthis thesis.This thesis mainly narrate the parts of the the FMCG constructional structure, thedetail process of delivering and the construction of lateral plats which WEIKEcompany facing community market with. We research the locate of distribution centerand the choice of logistic providers in the mode of distribution with the methods ofdimension analysis and unclear measurement based on entropy of information, anddemonstrate the feasibility and future prospect of development, which is playing animportant role to promote the development of the mode of distribution of communitymarkets in our country and FMCG.