Research On Optimization Of S Company's FMCG Distribution Channel Management

Since the beginning of the 21st Cehtury,the world economy has undergone profound changes.The development of internet technology,especially digital technology,has led to an increasingly fiercer competition in fast moving consumer goods industry.The market for FMCG has changed from being monotonous to diversified,and more and more foreign companies are entering China.The market competition is becoming fiercer every day.The share of modern channels is increasing day by day,and the traditional channel management mode is also changing constantly.S company is in the fast consumer goods industry.with the development of the company's business,it's increasingly difficult for the company to gain competitive advantage through products themselves,prices,and promotion campaigns.At the same time,in the distribution channel management price confusion,the distribution channels of serious serial phenomenon,it is difficult to expand the market and obtain good economic benefits.Therefore,how to strengthen the distribution channel management,break through the existing distribution channel management bottlenecks,improve the existing distribution channels,s company has to study the urgent topic.This paper takes s company as the research object,using the corresponding theories and methods of distribution channel management,analyzes the existing distribution channel management status and existing problems of s company,and analyzes the reasons for its causes,such as unclear definition of channels,inadequate management of channel,single channel marketing means,etc.In view of the above problems,this paper,through case analysis,organization of dealer investigation,discussion and discussion,in the form of the distribution channel management related theoretical knowledge,combined with the characteristics of the FMCG industry,according to the discovery problems,analysis problems,solve the problem,put forward the optimization measures of s company channel management strategy:standardize the distribution channel member management,improve the distribution channel structure optimization,adjust channel coverage,strict Crosstown management,the line of effective convergence and other optimization measures.We hope to provide reference for the improvement of distribution channel management of s company,and also hope to apply the theory of distribution channel management to the enterprise management.