“快速消费品”的营销策略研究.doc

摘 要:“快速消费品”一般多为消费者使用频率高且重复使用的产品，其主要涵盖食品、家庭生活用品、厨房用品、烟酒饮料等。进而就行业而言多以该种流通量大、产品差异化的特性来争取市场份额，从而达到利润和价值的实现。但是经过本文的分析，在”快速消费品”行业的营销策略方面，存在着诸如本土品牌营销策略受制于国外品牌、渠道供应链中矛盾激增、传统终端销售渠道无法更好地满足消费者的购买需求等现象。通过本论文的分析研究，将建设性地给出一些问题的设计构建，以进一步在实践中达成。

　　　本论文课题以品牌管理学、市场营销学等为理论指导，并以行业现阶段所面临的问题为实际基础，结合“中储粮油脂公司”及苏南区域所掌握的市场情况作为重点，对“快速消费品”行业的营销策略进行了分析阐述，从而得出行业中上文所提到的问题，最后提出了针对“快速消费品”行业的品牌策略、营造健康的营销渠道及构建网络营销策略这三种营销模式，并最终提出本文的结论及需要改进的方面。　

关键词：“快速消费品”；行业市场分析；营销策略；中储粮油脂公司

ABSTRACT:Fast-moving consumer goods are generally goods of consumers with high use frequency and repeated use, mainly including food, family living goods, kitchen supplies, tobacco, wine, and drinks etc. In addition, the industry captures market shares with features of great turnover and product differentiation, so as to realize profits and values. However, via analysis in the thesis, the author finds that there are many problems in marketing strategies for the industry of fast-moving consumer goods, for example, local brand marketing strategies are in control of foreign brands, contradicts in channel chains increase sharply, and traditional terminal marketing channels can not meet consumers’ buying demands better. Design building of some problems is given constructively through analytical investigation in the thesis, so as to reach it in practices further.

　　　In the thesis, marketing strategies for the industry of fast-moving consumer goods are analyzed and elaborated with brand management and marketing as theoretical guidance and problems faced at the present stage as actual basis, with the combination of market conditions mastered by “SINOGRAIN Oils Corporation” and South Jiangsu areas. Furthermore, three kinds of design buildings, namely brand marketing strategy, healthy marketing channel, and network marketing strategy, are proposed aiming at the industry of fast-moving consumer goods, and finally conclusions and aspects to be improved are presented in the thesis.

Keywords：Fast-moving consumer goods; analysis of market; Marketing strategies; SINOGRAIN Oils Corporation