Thesis Submitted to
Shanghai Jiao Tong University for the Master’s Degree
Rearch on the Category Management in Fast Moving Consumer Goods
Industry and Its Application
School ：Shanghai Jiao Tong University亲子共读家长心得体会
Faculty ：Antai College of Economic & Management
Class ：B0612093
Student NO：1061209089
ping端口Candidate ：Sun Gong
Major ：Technology Economics and Management
Mentor ：Zhou Chaomin（Associate Professor）
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Antai College of Economic & Management
Shanghai Jiao Tong University
January，2009
快速消费品行业的品类管理及应用研究
摘要
20世纪90年代以来，尽管有些国家的经济发生倒退，但全球的零售额仍然保持快速增长，其中，随着我国改革开放的不断扩大和深入，零售业发展迅猛，成为我国近几年来发展最快、最具活力的行业之一。
国外零售企业近十年的发展证明，品类管理是现代零售业提升市场地位、获得竞争优势和利润的新兴技术手段。而品类管理自1997年由中国连锁经营协会引入中国后已经进行了十年的实践和传播。在这十年中，品类管理几乎年年都被提及，很多大企业也将其定为公司的重要战略，但是其真正被重视还是近四五年的事。
作为零售业中占比最大的快速消费品（Fast Moving Consumer Goods）行业，因为其产品更新速度
许昌学院分数线快、同质化程度高以及进入壁垒低等特点，整个行业竞争相当激烈，激烈的市场竞争使其较其他制造行业成熟度更高，尤其是以宝洁、联合利华、强生等为代表的具有丰富生产和营销经验的国际快速消费品巨头的进入，使得包括品类管理在内的一系列先进的营销管理技术能够在快速消费品领域首先施行。随着品类管理在中国的逐渐深入，快速消费品行业毫无疑问地成为品类管理不断向前发展的排头兵和试验田。
本文选取占零售业最大比重的快速消费品品类管理作为研究课
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。
河对岸云服务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
几岁学钢琴最合适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 lo
w 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 market, 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 橙子英语怎么说
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
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