Distribution Channels Management Of Fast Moving Consumer Goods Firms

The article focuses primarily on distribution channels of fast moving consumer goods (FMCG), and concludes that distribution channels management is important through analysis of FMCG industry. In the research of channels management, we must analyze the characters of respective firms and their different developing section, and emphasize the principle of economy and adaptability. The total market scale of consumer goods in China has been growing rapidly, and distribution channels should consist of key accounts and distributors. In this way, firms not only can control the market channel in some way, but also acquire market share to its extension, and keep its speedy pace. The emphasis is on how to allocate goods through distributors. The important question to domestic company is how to select distributors which can adopt the different stage of development of company, and build up distributor management base, administer and motivate the distributor to match the company to achieve the sales goal. This article take advantage of the experience of distributor management of Johnson & Johnson corporation, conclude the effective principles of building up the base distributor channels management , controlling and motivating distributor, maintaining and creating sales channels for FMCG firms. In managing and motivating distributors, we should respect distributor and its benefits and combine partnership with them, and make policies promptly to motivate them for the firm's development, assess and train the distributor, analyze the reason of channel conflicts and solve the channel conflicts. The economy gradually grow and market gradually change, the firm should continuously adjust the channel to adopt the market with development of economy and market change. In arranging, managing, creating channel and motivating distributor, emphasis is on providing excellent service economically to consumer. This thesis provide measures of distribution channel management and building of FMCG firm, which can provide reference to domestic FMCG firm so that home firms can enlarge its market share and build up the world famous brand.