Fast Moving Consumer Goods(FMCG) is one of the most frequently used commodity variety.During recent years,this industry gains great momentum in China.With the rapid growth,the marketing channel conflict is always an issue.It seems that the marketing channel conflict is inevitable,manage marketing channel is a long-term and arduous task. So how to control the marketing channel conflict is one of the most important issues in it.
First of all,it’s introduction,this part shows the background of this paper,the structure,introduce the method of the article.Secondly,explain the concept of fast moving consumer goods and expatiate the channel.Follow this part,introduce the FMCG industry in our country. And then analyse the conflict of the FMCG industry in our country. On the basis of analysis,this paper advances the countermeasure of conflict.At last,take example for HangZhou DingYi to illuminate the the countermeasure of conflict.
Through the paper,I hope that it can be of help to solve the conflict of the FMCG industry.
KEYWORDS:FMCG,channel,conflict