Study On Distribution Channel Strategy Of GC Daily Chemical Product Manufacturer

With the continuous development of Chinese economy and its comprehensive national strength, the Chinese market, with the largest population in the world, has always sent off infinite business opportunities to both of its internal & external market players: the huge base of consumers, plus its constant upward trend in consumption power, all together just indicates the possibility of handsome profit.Known as “Distribution Channel is the King” in FMCG world, and subject to its product property & its target customer’s buying habit, FMCG product requires a faster & more effective way in distribution. As a result, the competency of building proper distribution channel, & meanwhile to control it has become one of the essential factors that to determines the fate of a FMCG manufacturer in the market competition nowadays. However, among all different categories in FMCG product, each of them would have its own distribution requirements to a certain degree. Thus, as a producer for one of the categories in FMCG product, & in the face of severe competition among middlemen in distribution channel, how a daily chemical product manufacturer would be able to win in such complex but dynamic Chinese market, & how to deploy the “intensive cultivation” mind-set from theory to practice in distribution, then in turn to reward the enterprise with expected economic benefit are the original inspiration towards this dissertation.Under the logic of “raise question, analyze problem & propose solution” & upon theories of distribution channel structure and distribution channel behavior, the dissertation analyzes existing problems of GC Daily Chemical Product Manufacturer in distribution channel structure, division of power in distribution channel & in-store execution respectively, then to propose corresponding solutions. The dissertation also takes sales performance, distribution performance & conflict among middlemen in distribution channel of GC company as break through point, together with the consideration of market status, characteristics & development trend of China dialy chemical market nowadays in the analysis.