Research On Channel Construction Of Chinese Fast Moving Consumer Goods Manufactures

Along with the financial crisis overspread in global area, economy increase persistently and fastly in china loom large especially. Enormous consume market without fail will attract further attention from global companies, competition in Chinese market of Fast Moving Consumer Goods will become much more severity. However the strength of Chinese enterprises of Fast Moving Consumer Goods still weakly compare with global companies, how to triumph in furious market competition? Compare with product price and promotion, marketing channel belong to external resource, and a certain extent is seldom, succeed or lost of construction of marketing channel will affect operations status of enterprises, there is great significance.The Chinese special national condition had decided that carrying on the channel construction in China must consider some China's angle of view, grasp this important issue in particular from the strategy of Chinese channel construction, and pay attention to China's market characteristic frequently. As the outcome of inheriting the theoretic of marketing channel strategy by foreign and inland, the author investigated Chinese market circumstance of Fast Moving Consumer Goods and market channel strategy and underlying operating pattern of global companies in Chinese market. Correspondingly, the authors put forward some helpful suggestions for Chinese enterprises to constitute strategic market channel and be competitive in marketplace.This article consists four parts.Introduction indicates the train of the whole article.First part generalizes and introduce concept of Fast Moving Consumer Goods and marketing channel, dissertate briefly interrelated theories of channel research.Second part research existent issues in construction of marketing channel, expatiate the reason and impact of these issues, and analyze from academic and practical point of view.Third part analyze typical causes, reach partly Coca-Cola Company and Unilever Company how to construct strategic marketing channel at Chinese market, and the revelation for Chinese enterprises.The fourth part apply interrelated theories of enterprise strategy and marketing base on the reach of third part, bring forward material thinking and means of construction of marketing channel for Chinese Fast Moving Consumer Goods enterprises, and the problem need to be attended.This article will help Chinese Fast Moving Consumer Goods Manufactures understand profoundly channel strategy, integrate industry environment characters and inner conditions confirm more adaptive channel strategy for own development, enhance share capability in market ,and optimize manufactures resource scheme in channel, and will provide valuable use for reference for Chinese Fast Moving Consumer Goods Manufactures achieve own corporation strategy and marketing strategy in each phase and process to develop and step up competitive capability in market roundly.