Research On Infection And Distribution Logistics Top-Priority Strategy About Market-Chanel Of FMCG

Distribution channel is getting more and more important as a key supply chain of development of an FMCG enterprise's strategy,and is deciding the supply shain holistic performance. The goal of the research is to discuse different impacts on channel customers when delivery logistic in distribution channels applies different strategic targets and how it affects the whole channel supply chain performance. The research shows that: 1. The top-priority model of outlet-distribution-logistics should be accorded to the enterprise competition strategic targets ;2.Outlet distribution logistic model is positively correlative with customer Total satisfaction; 3.the customer satisfaction-changing would affects channel performance greatly;4.The distribution model of customer-satisfaction-oriented can bring us much more channel competition advantages than that of cost-optimized- oriented and customer satisfaction is the core target of distribution logistics model.Theoretically ,the research is a theory foundation and a base of ideaistic structure deduction throuth extensive reviews and conformity of past relative literature,and have been induced the transmit model of differ oriented in channel delivery , concluded the two top-priority model of customer-satisfaction-oriented type and cost-optimized- oriented type,and set up three variable indexes to scale the advantage of marketing. Pratically,the research analyses relatively and contrastively the surveying sheets of the customer-satisfaction-drive- index of 3 years of W- Coca-Cola beverage company and some market behave between other competition companies and so on. By the discussion of the literature and the analysis of the sample enterprise, we find that the distribution logistics ,as an important tache of channel distribution,take customer-satisfaction-management as its core Target, is greatly important in enterprise strategy. Whether an enterprise is customer-oriented and can consolidate the distribution logistic model and market strategy and farther maximize the integrated efficiencies and benefit,the problem of which core target our distribution logistics adopts should be settled at first.if only our strategy is correct,we can exert the integrated advantage of the supply chain finally, promote the customer satisfaction and market competition continuously;Therefore,how to choose the core target of distribution logistics play a very important role of guidance to the management practice of the channel supply chain of an enterprise.