Research On Improvement Of Channel Management Of Wrigley Gum Candy

FMCG manufacturers face increasing competition in the market situation,to resolve consumer demand changes,and changes in the retail end,recognizing that the key to enhance core competitiveness of enterprises is a matter of setting up and optimizing the distribution channels of the network.In this paper,the theory of distribution channels,through the collection of documents,access to large amounts of information,the use of qualitative and quantitative analysis and other research m ethods,found status quo Wrigley gum candy distribution channels of the following issues : the end-user resource contention issues,the price system problems,channel marketing and product market positioning issues,inventory management,financial settlement issues,service issues,product distributors operating issues,market information problems and so on.Then analyze trends in various channels,including traditional wholesale channels or will exit the stage of history,the modern role of channels increas ing,special channels continue to develop.On this basis,we propose innovative solutions Wrigley gum candy channels,that is to build hybrid marketing model,and proposed strategies to manage and motivate distributors,as well as distribution channels for effective control and management of distribution channels,innovative concepts presented again.This paper aims to study the Wrigley gum candy channel management optimization program and the specific implementation,combined with the author in practical work experience and some experience in the design and implementation of distribution channels to optimize the case for other fast moving consumer goods manufacturers to provide references.