The Development Of Measurement Scale Of FMCG Companies Mafketing Channels Control

This article analysises the industry characteristics of FMCG, applying the marketing channel theory to the FMCG industry, combined with the reunification of the actual case in Sichuan, establishing the evaluation index system of channels control of FMCG companies. And according to each dimension of the channel control indicator system under the support of literature, interviews, designed questionnaires scale, and doing factor analysis, structural analysis, as well as reliability and validity test, and eventually developed the scale of FMCG channel control questionnaire, the writer wanted to provide colleagues with the support of FMCG companies marketing channels control.In this paper, multivariate statistical analysis (analysis of variance, factor analysis, structural analysis, reliability testing, validity testing, etc.) methods are highly used, And the paper is divided into five parts, the introduction describes the practice of this study from an empirical point of view and theoretical background, significance, research methodology, research ideas. The second part combed the research status, theory of marketing channels, the channel control theory, Questionnaire Summary of the preparation of studies, the scale development process. The third part build the channel control evaluation system through the literature and theoretical research and in-depth interview survey. Part IV used of the standard development process of scales, through literature, by interviews, material, and the actual situation of the preparation of their initial scale. And with a preliminary test removing the invalidity of items during factor analysis to verify the dimensions of the scale, with the reliability test to verify the reliability and consistency of the scale. While polymerization validation to verify the validity of the factor structure of the scale, and finally being tested in three independent samples. The last part summarized the whole article to discuss the applications of the scale, the future outlook and the shortcomings of research...