Research On The Factors Influencing The Choice Of Marketing Channel Of Fast Moving Product

With the prevalence of domestic marketing, marketing theory FMCG graduallydeepening.From the initial product-centric to advertising as the center, and then todevelop a marketing plan for the theoretical center, reflecting the progress of China’sfast moving consumer goods marketing theory.But with the deepening of China’sreform and opening up, a large number of foreign competition from fast movingconsumer goods manufacturers led to fast moving consumer goods companiescontinue to be the leading mergers and bankruptcy reorganization.Compared to thebrand, we believe that the choice of channel is more controllable. Enterprises canimprove the management theory to seek a breakthrough and the establishment of thechannel edge through scientific index system, thereby enhancing the marketcompetitiveness of enterprises and products.Based on the perspective of sustainable development of China’s fast movingconsumer goods companies, we use the idea of modern management theory and thetheory of marketing channels to deeply analysis the lack and the reason of marketingchannels. Then we analysis the factors affecting the choice of marketing channel bythe methods of quantitative and qualitative analysis.At last,we use the results of theanalysis to guide corporate marketing efforts.From the perspective of fast moving consumer goods companies, according todomestic and foreign scholars on the theory and FMCG marketing channel choicetheory, we propose factors of FMCG marketing channel choice: business, brokers andchannel dominant factors. Second,followed by in-depth interviews with field-basedsolution FMCG channel selection on the actual situation, we further improve theindex entry contains of three factors. Finally the index system of affecting factorsmore in line with the actual situation of China’s fast moving consumer goodscompanies.After the establishment of the index system, we analyze the data by usingknowledge of econometric that we collected data through questionnaires.First, weanalyze the reliability and validity of the data, because the reliability of the data is thebasis of in-depth study.Then we verify the structure of validity of the earlier indexsystem by factor analysis.Through factor analysis we find the principal component ofindicator variables. Then we build channels of comprehensive evaluation model byusing principal component of indicator variables. Through factor correlation analysis,we analyze how they are related between comprehensive evaluation and channels scores obtained by respondents of questionnaires. Finally we verify thecomprehensive impact of our index system of channel selection built by PrincipalComponent Analysis rational and scientific.Finally, we get FMCG marketing channelselection factors most important six indicators: brokers marketing capabilities, brokersdistribution capabilities, price control channels, brokers comprehensive managementcapabilities and product brand image and presents a practical guide significancerecommendations. On the basis of these six indexes of the highest influence, thispaper analyzes the impact of differences of six indexes in home care products,personal care products, food and beverage products and tobacco products. And thenthis paper presents some practical guiding significance recommendations.