| 快速消费品进入市场的渠道策略研究 |
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| 引用本文： | 马永强,马丕玉.快速消费品进入市场的渠道策略研究[J].山东轻工业学院学报,2006,20(3):78-81. |
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| 作者姓名： | 马永强 马丕玉 |
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| 作者单位： | 山东轻工业学院经济管理学院,山东济南250100 |
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| 摘 要： | 本文结合快速消费品的特点，以产品进入市场的流程为主线，以实例为基础，从制造商角度对渠道策略进行了探究，分析了渠道选择、渠道评估等策略，提出了操作性的建议。
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| 关 键 词： | 快速消费品 价值链 渠道策略 |
| 文章编号： | 1004-4280（2006）03-0078-04 |
| 收稿时间： | 2006-03-15 |
| 修稿时间： | 2006年3月15日 |
Strategy of marketing channel management in fast consumer goods' entering the market |
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| MA Yong-qiang,MA Pi-yu.Strategy of marketing channel management in fast consumer goods'''' entering the market[J].Journal of Shandong Institute of Light Industry(Natural Science Edition),2006,20(3):78-81. |
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| Authors: | MA Yong-qiang MA Pi-yu |
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| Affiliation: | School of Economics and Business Administration, Shandong Institute of Light Industry, Jinan 250100, China |
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| Abstract: | Combining with the characteristics of fast consumption goods,this paper takes the process of products entering the market as the masterstroke.From the manufacturer's angle,this paper explores the strategies of marketing channel management based on the cases,analyzes the marketing channel choice and assessment,and gives concrete operating recommendations. |
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| Keywords: | fast consumer goods value chain strategy of marketing channel management |
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