QJ FMCG Distribution Companies Marketing Channel Management Research

Along with market situation's change, traditional dealers' status has become awkward increasingly, as an important role in retail trade, it encounters double-sided converging attack.First, manufacturers hopes to integrate dealers to further control them in the fund, the stock and so on, brings the various pressure on dealers, and diverts dealers through cost verification.Next, retail merchant carries on the extrusion to the dealer, along with international chain store involvement, e.g. Wal-Mart, Carrefour etc., many brands start to cross the dealer, by making the direct link from manufacturing to pos point of sales, thus the guarantee retail merchant can obtain the lower selling price.In addition, because the cash flow is grasped by retail merchant, and the lack of standard system restraint, it occurs frequently that the retail merchant arbitrarily embezzles the dealer's money for goods. Thus the dealers must constitute an effective marketing channel strategy in dealing with these relations, which is more important than anytime before.This article paper will take QJ FMCG (Fast Moving Consumer Goods) distribution company as an example, studies dealer's marketing channel management, establishes differentiated channels, maintains the possibilities of enterprises' lasting competitive advantages.Analysis how to establish and maintain a smooth and efficient marketing channel system, needs to make each aspect long-term effect; Channel's maintenance need to involve between the organization, the internal personnel, the channel member's cooperation to relate as well as to implement details and so on.The enterprise obtains the competitive advantage through the channel strategy is the lasting superiority. Based on introductions and summarizes, the paper hopes to offer practical help for dealers' marketing channel management.PartⅠoverall narrated the research emphases and the article structure from the view of the research background, idea and significance.PartⅡelaborated the relevant theories of marketing channel, including channel's function, design and management as well as the channel member's choice, to analyze channel's specific problem in QJ Company to make theory preparation.PartⅢanalyzed FMCG industry situation, channels types and the existing problems regarding QJ Company.PartⅣanalyzed QJ Company's growing process, market environment and the advantages and disadvantages, then proposed QJ Company's competition, product and channel strategy to clear about self-orientation, look for accurate company core profit pattern, and synthesize other profit ways.PartⅤmulti-analyzed QJ Company's existing channel mode, simultaneously proposed straight match center, the innate brand so on to be different with the traditional channel's strategy, and has carried on the analysis to marketing channel's build and management. Helped QJ Company to find oneself suitable channel build and the maintenance method.PartⅥfrom sales team's construction and management, merchandise control ability, inventory management skills as well as channel managed capacity promotion put forward the proposal to QJ Company channel management, safeguard the channel work on to be smooth...