题，以期对快速消费品制造企业和零售企业如何共同推行品类管理并由此提升竞争能力提供参考和深入思考的方向。
本文首先介绍课题的研究背景、意义以及研究方法和内容，接着全面梳理品类管理相关理论，并对其研究现状进行综述并提出目前的研究方向，为下面的分析提供理论基础。然后在品类管理理论的基础上，从占零售业较大比重的快速消费品行业入手，站在产品供应商的角度，借鉴品类管理核心思想和业务流程，运用问卷调查的方式，提出目前我国快速消费品品类管理存在的问题，并分析产生这些问题的原因。在此基础上，提出快速消费品供应商在品类管理实施过程中所扮演的角色和具体职责，建立博弈模型探讨如何解决供应商与零售商之间的信任危机，并对信息共享不力的现状提出对策。最后通过对某快速消费品供应商与零售商共同实施品类管理的实例分析，详细介绍品类管理战略的制定和实施过程，使理论问题实际化。
关键词：品类管理，快速消费品，供应商，零售商
Rearch on Category Management in Fast Moving Consumer Goods
Industry and Its Application
Abstract
Since 90 in the last years of 20 centuries, although some countries experienced the economical depression, the global retailing markets have still been increasing drastically. Specifically, with the deepening and enlarging of reform and opening up, Chine retailing have been developing fast, which became one of the most flourishing industries.
The history of the western retailing development proves that the category management is the method with which the modern retailing can improve the market status, gain the competitive edge and profit. Since the category management was introduced to China in 1997, it has been spread and executed for 10 years. During this period, category management was defined as the important strategy by many famous companies. However, it has only been emphasized in the 4-5 years.
As the most important part in retailing, becau of the fast change rate, high homogenization, and low entrance barrier, Fast Moving Consumer Goods industry has the most competitive environment, which leads it to a highly mature industry. Moreover, as tho world-class FMCG companies with abundant production and marketing experience entered Chine
market, such as P&G, Unilever, Johnson&Johnson and so on, tho advanced marketing technique can be executed in FMCG industry. Today the category management is penetrated into Chine mar
ket, with no doubt FMCG industry will become the experimental field and bellwether for category management.
The thesis choos FMCG as the rearch subject and focus on how the manufacturer and retailer cooperate to execute the category management and improve their competitive power.
Firstly the thesis introduces the rearch background, methodology and contents and then focus on the basic contents of category management, reviews the current literature in this area and propos the potential rearch fields in the future. Secondly, bad on category management theory, some problems about category management execution in Chine FMCG industry are raid and the relevant reasons are analyzed accordingly. Then the thesis clarifies the role and responsibility of the manufacturers in category management execution, how to resolve the interface problem between manufacturers and retailers according to the game theory model and the strategy for resolving information sharing problems. Last, a ca will be shown to describe how the manufacturers and retailers cooperated to execute the category management. In this ca, an FMCG manufacturer made category management strategy for its key customer through in-depth shopper rearch and finished the execution
host怎么读with the retailer.
袋鼠的英语怎么读
Keywords:category management, FMCG, manufacturer, retailer
目录
第一章绪论 (1)
1.1研究背景及意义 (1)
1.2研究方法 (2)
新手炒股快速入门1.3研究内容 (2)
第二章品类管理理论与实践综述 (4)
2.1理论综述 (4)
考试反思总结2.1.1 品类管理的概念及内涵 (4)
2.1.2 品类管理流程综述 (5)
2.1.3 品类管理保障要素 (7)
关于教育的论文
2.2品类管理实践综述 (8)
2.2.1 国外实践历程 (8)
2.2.2 国内实践历程 (9)
2.3研究现状及未来发展方向 (10)
2.3.1 研究现状与不足 (10)
2.3.2 未来发展方向 (11)
第三章我国快速消费品行业的品类管理 (12)
3.1快速消费品相关概念 (12)
3.2我国快速消费品行业的发展概况 (12)
3.3我国快速消费品行业的品类管理现状及存在的问题 (13)
3.3.1 缺乏供应商的参与 (13)
3.3.2 零供关系紧张 (16)
3.3.3 信息共享不力 (17)
3.4原因分析 (18)
3.4.1 对品类管理概念的认识模糊 (18)
3.4.2 品类管理接口问题 (19)
3.4.3 竞争导向错误 (20)
3.4.4 诚信机制缺失和法律制度的不健全 (21)
第四章发展快速消费品品类管理的对策分析 (22)
4.1供应商品类管理的重要任务－购物者研究 (22)
4.1.1 什么是购物者 (23)
4.1.2 购物者研究的内容 (23)
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4.1.3 购物者研究的重要性 (23)
4.1.4 购物者研究的方法及流程 (25)
4.2 建立零供品类管理合作伙伴关系 (26)面部排毒怎么做
9月25日是什么星座4.2.1 零供合作静态博弈模型分析 (26)
4.2.2 完善法律法规 (30)
4.2.3 建立信任关系 (31)
