The Management Of Fast-Moving Consumer Goods Industry Channel Conflict

Channel is crucial for fast-moving consumer goods companies, based on the characteristics of fast moving consumer goods which consumers use cycle is short, repeated use multiple purchases and relatively short validity period must be products at the right price swiftly and effectively into consumers’ hands or facilitate consumers choose to buy, to some extent the enterprise competition is the competition of marketing channel.Due to practical limitations such as, the source of the marketing, management level, execution and other market operation of the enterprise simply copy other mature business model especially multinational operation mode and not according to the specific circumstances of the enterprises development, management, sales channels, and causes a lot of company produces various conflicts in the channel management in the future, seriously affected the enterprise product sales. At the same time due to the presence of channel conflict cause high cost of enterprises in the aspect of market sales, personnel redundancy division of labor is not clear, the policy execution obstruction cannot be reflected in the terminal market.So through the study of FMCG marketing channel conflict between the types of conflicts, find out the root of the conflict to solve conflicts of different concrete to reach the company sales targets.By studying the channel conflict to find the methods of dealing with the related channels play a positive role.This article mainly USES the theory with practice, qualitative and quantitative, empirical and case analysis and combined with the actual work experience introduces the latest terminal mode in which channel development mode.For the company and the channel conflict management of FMCG industry related theory and practice support.