Research On The Promotion Of Marketing Capability Of FMCG Industry Dealers

Fast-moving consumer goods is closely related to our daily life,this kind of consumer product technology content and cost generally is not high,so low unit value.Consumers quickly on fast-moving consumer goods consumption,from production to distribution to the market,again by consumer purchase,use,this process is usually very short.FMCG is a kind of visual and convenience products,customers used to choose and buy in the supermarket chain,the location choice products such as store,easily affected by atmosphere store their buying behavior.At present,China's fast-moving consumer goods has become increasingly homogeneous,cause in the fast-moving consumer goods are the same type product substitution,the possibility of improving the low brand loyalty consumer easy to quickly turn to other brands.In recent years,the increasingly fierce market competition,more and more dealers complained business difficult to do,with the rising cost of business promotion to do more and more difficult,competition content elaboration,also more and more high to the requirement of the product itself outside factors.Many manufacturers directly participate in and control the distribution channels to squeeze the channel cost,strengthen the control of the terminal.The current fast pin product dealers marketing ability is uneven,the author from dealers product portfolio,brand,channel coverage,service level,the sales team execution and profitability,combined with evaluation of dealer's visit and questionnaire investigation,using the theory of marketing,business marketing ability and improve and implement the next direction,dealer marketing management system,improve the capacity to a certain extent to the FMCG industry in our country the problem diagnosis and development of small and medium-sized dealers provide a reference model,for the enterprise's own marketing ability innovative culture,implement dealers enterprise competitiveness and achieve sustainable development.Based on hundred Mondelez company always sells on commission as the research object for the status quo dealers not desperate in the face of difficulties,but to combine their own actual situation to choose the appropriate way,through the steady development of strategic transformation to realize the dealer.