W Compangy’s Distribution Channel Research Of Design And Management

FMCG is one of the fastest growing industries in China. The competition is intense. Because of feature of FMCG products and consumer demand, FMCG enterprises must deliver products to thousands of terminals by the numerous intermediaries.The distribution channels become the goal of FMCG enterprises. The competition advantage of distribution channel is long and lasting, how to design and management has become one of the core competitiveness of FMCG enterprises.As a member of China FMCG enterprise’s representative, W company’s distribution channel is special, it is also the obvious advantage. I work in the W company for many years, I have comprehensive understanding of W company’s distribution channel, Taking W company as a case, the paper analyzed W company’s marketing environment, analyzed channel design and management status, analyzed channel advantages and disadvantages. Introducing the other enterprise’s marketing channel as contrast, this paper introduced the existing problems and challenges, Joint sales model and Two sets of sales network is the core content of W company’s distribution channel.it is the development direction of W company also.Researching W company’s distribution channel have the certain reference value to various fast FMCG enterprises, It revealed characteristics of China FMCG enterprise’s distribution channel, It also introduced the practice of this kind of environment.This is very valuable...