| Fast moving consumer goods (FMCG) is product that in the process of daily life, consumers need to constantly repeat purchase, larger and faster consumption. Sales terminal is a place for consumers to purchase fast moving consumer goods, is the place that consumers contact with the product, is the connecting link between the consumers and the products.FMCG has a lot of similar products can replace it. And its customer loyalty is low, used to purchase to the nearest. FMCG belong to product of impulse buying, consumers are easily influenced by product appearance, price, advertising and point of sale. The influence of all of these result in FMCG market competition is fierce. In the fierce competition in the industry and the trend of terminal development quickly, FMCG enterprises how to guide the product has more competitive in the stage of marketing channels, how to effectively manage terminal is becoming more and more important and necessary. Especially in terminal management, if the enterprise can’t effectively manage terminal, it will have a big impact on product sales. Because the terminal is the way of consumer contact with the product, without this way, how to say the sale, how to say enterprise development?For a long time, FMCG enterprises have accumulated a lot of retail data on retail terminal.However, these retail data are mostly for simple backup, query, basic statistics. FMCG enterprises do not fully explore the intrinsic value of those data, do not understand the important information hidden in it. In order to improve the FMCG enterprises competitiveness in the terminal, to help enterprises to understand, manage the sales terminal, this paper make use of the terminal basic data, using quantitative method--decision tree of data mining method, to analyze the FMCG sales terminals, to find the influence factors of sales volume in the terminal.This study with FMCG industry product sales system as the foundation, know about the current FMCG industry marketing channel mode and terminal management status by reading much literature. Y beer company as the research subject, this paper introduces the Y beer company product sales model and terminal management status. Y beer company has a mature marketing channel, and a set of industry leading terminal management method. But the terminal management system also exists some shortage, have certain subjectivity, it has been not mining effective information by full using terminal basic data.In view of this, X city Y beer company catering terminal sales volume and share as terminal value variables in this study, and according to experts to determine the relevant variables. Explored the data structure and its characteristics by using descriptive statistics analysis method, evaluated the X city Y beer company terminal management present situation and the rationality. By classification and regression tree model of dicision tree, this study found the factors influencing the terminal sales volume and market share. Furthermore forecasted the terminal sales volume of Y beer company, based on this forecast, put forward effective means to improve the enterprise terminal choice and management mechanism, provide decision-making basis for the terminal management system, help enterprises to find the effective analysis method to evaluate terminal.The first chapter of this paper describes the FMCG industry background and market competition situation, proposed the important meaning in the daily operation in the terminal management in FMCG enterprise, and put forward the decision tree technique is a feasible and suitable analysis method, then ascertain the fundamental purpose and specific content of the study.The second chapter, first of all, by introducing the definition, characteristics of FMCG, the unique characteristics of FMCG industry, FMCG industry theory development of channel, terminal management, looking for theoretical basis for this article. Then introduces the development process of the decision tree, and its huge advantage in applications. Discovered the research space of this paper. On the basis of previous studies, this paper proposed quantitative method-dicisio tree to research and discussion the terminal choose, terminal investment management in terminal management.Based on X city Y beer company as the object of empirical study, in the third chapter firstly introduces the channel mode and channel development trend of beer industry, and then mainly introduces the channel mode adopted by the Y beer company and terminal management system. After years of development, Y beer company already has a set of industry leading terminal management system, and can cooperate with the marketing channel strategy. On the choice of dealers and terminal management, or continuous support and improvement after investment, it is able to ensure that products are consumed quickly. Of course, this management mode has some deficiencies, as a beer industry leading enterprises, Y beer company doesn’t stop at the current status of terminal management, also in constantly look for ways to optimize its own terminal management.The fourth chapter firstly through literature review and expert judgment method, in-depth analysis of the factors that influence the terminal value variables and the standard decision of terminal value variables. Then according to the relevant variables collected the basic data of the X city Y beer catering terminal, and then applied descriptive statistics analysis method to analyze the data. Through basic chart, this research conducted a clear context carding for Y beer catering terminal management quo, had a deeper understanding; Through explore data analysis, preliminary explored specific factors of the difference of terminal value variables, pointed out the direction of the Y beer company catering terminal management. The specific conclusions are as follows:1.Terminal management status:the choice of terminal in Y beer company was unstructured,it has certain blindness, concrete embodiment in the terminal without clear goals, just blindly pursue terminal high coverage; In addition, the investment of terminal in Y beer company also has not regular pattern, did not mention a specific investment management scheme, the invested terminal completely did not have generality.2.The differences of terminal value:Given the sales volume, hotpot restaurant, food stalls and terminal located in the enclosed residential street sales volume level is higher, with a strong sales potential, Y beer companies should attach importance to it. Given the share, features restaurants, snacks and terminal located in characteristic street, commercial street, industrial park loyalty is higher, the vast majority of terminal sales only Y beer, Y beer company should continuous attention for this type of terminal, to keep the advantage power. In addition, in addition to the pile of boxes, other support behavior has a positive effect on the terminal value, Y beer company can strengthen the support, make Y beer more penetration into the terminal, increase the market share.Fifth chapter by using the classification and regression tree CART model, analyzed and predicted X city Y beer company catering terminal, the research has found significant influence factors on the terminal sales volume and share:the most influential factors of the terminal sales according to their importance, respectively is terminal form, area, share and heap box, and between these several factors the interaction exist; Influence on the terminals share is the sales volume and heap box, also has interaction, and has a reverse relationship between sales volume and share, it shows that the enterprise can don’t care about the loyalty of the terminal, namely the control enterprise of the terminal, because even if the terminal sales only Y beer, does not means increase the Y beer sales volume. Classification and regression tree also provides actual terminal sales volume forecasts for Y beer company, terminal sales volume forecast can help Y beer company insight into terminal capacity, effective help terminals and manage terminals. |
PDF Full Text Request