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...