Research Of Choice And Construction Of FMCG Sales Channel

With the increase of the population,the improvement of life quality,and the quickening of the rhythm of life,the fast moving consumergoods(FMCG) market develops very fast and the sales channel hasimportant influence on the development of FMCG trade. So, the authordecides to study the choice and construction of FMCG sales channel.At first, the author introduces the backgrounds, the overview of therelating documents, and the methods, the innovation, the outline of thethesis.Then, the author introduces the types of the FMCG sales channelfollowed by the analysis of the strategies of FMCG sales channel,including how to choose sales channel and how to construct sales channel,according to the product performance of FMCG, the characteristic ofFMCG market ,the characteristic of consumer behavior and theenterprise's own state.Finally, the author introduces the choice of Nestle's sales channeland the construction of Tsingtao beer's sales channel and verifies thetheoretical analysis in the foregoing paragraphs further.