FMCG Sales Channel Strategy Optimization Research Of H Company

According to the 13th five-year-plan report, China’s urbanization rate has reached 56.1%.Urban residents population have reached 770 million. Rapid urbanization has brought new economic growth, thesecity new-comers has a new consumption habits and way of life.Especially among tier3,tier4,tie5 cities, and suburb areas, purchasing power is becoming stronger. It’s clear that it will add to social consumption demand, which is a benefit to business, especially to FMCG industry.Domestic and foreign macro-economic environment changes in FMCG industry causes competition increasingly fierce. First, FMCG enterprises are faced with the profound change of the sales channel. Countries continue to loose policies concerning international hyper markets, which leads to the rapid expansion of outlets. And that leads to the restructuring of FMCG marketing channel. In FMCG industry, the share of modern trade is rising, while traditional marketing channels gradually moving to three tier 4 markets.Secondly, FMCG enterprises have experienced a big adjustment and reorganization, which causes market trade barriers gradually reduced, especially the barriers between regions or cities.In FMCG industry, marketing channels can be roughly divided into modern channel and traditional channel. Modern trade consists mainly of large retail stores; While traditional channels are mainly grocery stores. Wholesaler are in between manufactures and grocery stores. In addition to modern trade, traditional trade, there still exists group purchase, e-commerce, and some other new channels. Most of FMCG enterprise’s distribute their goods viadealer.Andin using this kind of marketing strategies, manufacturers depend on dealers to manage the distribution channels, so the dealer has an important role in the channels.To be in an impregnable positionin the fierce competition, it’s essential for a FMCG enterpriseto work out a marketing strategy that suits itself. H Ltd.is subordinate to aninternationalgroup.To be in an impregnable position in the Chinese market,not only does H Ltd need to rely on advanced marketing model and appeal to Chinese consumer habits, it also needs to work out a marketing strategy which can suit local market better.The author selected H Ltd as the research object mainly due toher abundant experience insales management, product promotion, channel management, and other related work in H Ltd for many years, which gives her a much comprehensive understanding of the marketing channel of H Ltd. In hope to better analyze the marketing strategy of H Ltd, thus it is written.This paper selects H company as a research subject, the use of literature research and case studies Combination proposed advantage of the current Anhui beverage marketing channels, distribution model, channel strategies, weaknesses, opportunities and problems and risks of further study H Company H pulsating beverage products company in Anhui market marketing channel design, integration, innovation and other issues, has a strong practical significance.This paper follows ask questions, analyze and solve problems in context, layers of advancing the specific structure of the paper is as follows:The first chapter mainly describes, the paper structure. Chapter Ⅱ theoretical basis, focuses on the FMCG channel strategy (4P,4C) and later features, product structure of sales channels, product sales channel factors, channel design, development and integration of new channels, sales channels, trends and so on.Chapter H Company FMCG sales channel analysis of status and problems, the company focuses on the existence of H, H Company Situation FMCG sales channels, H Company FMCG (pulsating) Sales Channels.Chapter IV H Company FMCG sales channel factors analysis, focusing on the analysis of macroeconomic factors, FMCG sales and channel characteristics analysis, economic analysis channels, consumer demand analysis, competitor analysis, internal channels H Capacity Analysis.The fifth chapter is H Company FMCG sales channel strategy recommendations and the implementation of safeguards, mainly on H Company FMCG sales channel strategy recommendations and H’s FMCG sales channel strategy safeguards.The sixth chapter is the conclusion and prospect.