Household Liquid Detergent Marketing Channel Strategy Research

With the rapid expansion of the fast moving consumer goods market, the competition of marketing channel are becoming more and more hot. In the era of "Controlling the terminal is the key action", the competition of marketing channel especially the ability in controlling the terminal is vitally important. To some extent, the one who owns the smooth marketing channel is to own the overall marketing network and the core advantage of competition at the terminal. To study the strategies of marketing channel is very important and realistic to companies especially those in the fast moving consumer goods market.This article introduces the history, the present, the prospect and the competition of liquid detergent. On the basis of those, the article analyses the general strategies of organizing the marketing channel of liquid detergent. By analyzing the real cases in SHENZHEN JIEYA Co. Ltd. with SWOT, it investigates thoroughly into those strategies and the IMC strategies based on the channels. And the article discusses systematically the partners, their characteristics, partner-choosing strategies, the project planning, management of marketing channel, job evaluation as well as the establishment of IMC strategies, etc. In addition, the article introduces a series of creative theory in the new pattern of developing HR market.