Study On Direct-supplying Channel Network For FMCG In Rural Markets

This paper discusses how FMCG enterprises set up their rural direct-supplying channel network in rural marketing environment in which fiercer competition among FMCG enterprises prevails today than previous years, thereby rapidly covers most retails in rural market, assists and manages retails to sell products to rural consumers.This paper begins with introducing relevant concepts concerning FMCG and channel, explaining the characteristics of rural markets and analyzing characteristics of rural consumers and FMCG industry in rural markets based on marketing situations of FMCG products in rural markets; analyzing up-to-date marketing situations for domestic FMCG enterprises and characteristics of three kinds of retails; analyzing feasibility of constructing direct-supplying channel network in rural markets by studying cases; specifically explaining channel network design for FMCG enterprises on expected objectives, function analyzing and channel member choosing; analyzing different kinds of tactics for avoiding conflicts adopted by FMCG enterprises and the three kinds of retails.