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The New Approach to Channel Marketing in the FMCG Industry: Based on the Comparative Analysis of Few Cases of Blue Moon and NAIS
- 1 South China University of Technology
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Abstract
The epidemic’s impact has led to the adjustment of global supply chains, and the upgrading of Chinese consumers' consumption concepts has brought challenges to the FMCG (Fast Moving Consumer Goods) industry. At the same time, the product homogenization of the consumer goods daily chemical industry is serious, and the brand lacks innovation and vitality. The development of the IT (Information Technology) era to the DT (Data Technology) era has changed the mainstream publicity method of advertising media. In this context, innovation has become the core product of the FMCG industry. Therefore, this paper will analyze the effective new channel marketing scheme from the perspective of channel marketing through the comparison method of a few cases, and study how to use channel marketing to improve the marketing vitality of brands and obtain market growth. The research in this paper will provide theoretical support for the channel marketing of FMCG daily chemical products, and propose a channel marketing model from a new perspective to solve the lack of product innovation and improve brand vitality.
Keywords
new channel marketing model, less case comparison, laundry detergent market, target group
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Cite this article
Zheng,X. (2023). The New Approach to Channel Marketing in the FMCG Industry: Based on the Comparative Analysis of Few Cases of Blue Moon and NAIS. Advances in Economics, Management and Political Sciences,12,31-37.
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Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies
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