FMCG Industry Marketing Costs Management And Risk Control

The development of FMCG industry is closely related to the consumption level,and it is also an indispensable part of people’s daily life.With China’s economy entering the new normal,the new retail and consumption continues to transform and upgrade,consumer’s demand for FMCG products has increased,and the requirements for the products themselves have been further improved.Due to the short usage period,high product homogeneity and high substitutability of the FMCG industry,companies in this industry typically invest heavily in marketing costs and for this reason,the management of marketing costs and risk control are particularly significant for companies in this industry.The management and risk control of marketing costs are based on theories of internal control,risk management,marketing strategy and other important scientific theories.Based on the above theoretical knowledge and research results,this paper,combined with the background of FMCG industry and the characteristics of marketing costs,divides the management objectives of marketing expenses into two levels:"To cooperate with the strategic objectives of the enterprise" and "To optimize the structure of expenses",and identify the corresponding risks that may occur,then further propose risk countermeasures and try to build a risk control framework model for marketing costs management in FMCG industry to help enterprises optimize their expense management system,improve their awareness of risk management,and ultimately increase their core competitiveness for better survive in the unpredictable market environment.In this paper,Yinlu Group was taken as an example because of its representative.Based on the analysis of its current management situation,the author applies the idea of marketing costs management and risk control framework in the FMCG industry,following the logic of "target-risk identification-risk response",and proposes the construction of a refined expense management platform.The author proposes risk response measures to optimize the marketing costs management and risk control system of Yinlu Group and help it achieve its strategic goals.The conclusions of this paper are based on a combination of theoretical research and practical cases.It is hoped that the conclusions and analysis of this paper will provide insights into the field of marketing costs management and risk control in the FMCG industry.