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基于电子商务平台的快速消费品流通渠道与产品持续优化机制 被引量:4

The Continuous Optimization Mechanism for the Distribution Channels and the Product Quality of the Fast Moving Consumer Goods Based on the Electronic Commerce Platform
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摘要 随着我国互联网用户的增长,基于电子商务的快速消费品呈现出高速发展趋势。同时,经济发展的结构性调整、消费者价值取向的多元化以及国际竞争强度的提高都构成快速消费品产业发展的挑战。建立快速消费品产业流通渠道与产品优化机制,是提高产品渠道资源效率的需求,是提升产品品牌营销能力的需求,也是完善产品质量体系的需求。文章从产品需求挖掘机制、产品质量追溯机制、流通渠道协同机制和品牌舆情监控机制等方面提出了快速消费品产业流通渠道与产品优化机制。 With the increase of the intemet users, the fast moving consumer goods based on the electronic commerce shows the trend of highly increasing. Meanwhile, the structure adjustment of the economy development, the value diversification of the consumer and the internationa! competition exert great pressure on the development of the fast moving consumer goods. It is great necessary to optimize the circulation channel and the product quality from the perspective of the enhancement of the efficiency of the circulation channel, the improvement of the brand marketing and the improvement of the product quality. Finally, some countermeasures for the optimization of the circulation channel and the product quality are presented from the perspective of the product demand mining mechanism, the produce quality tracing mechanism, the circulation channel coordination mechanism and the brand public sentiment monitoring mechanism.
出处 《改革与战略》 北大核心 2016年第1期43-46,共4页 Reformation & Strategy
关键词 快速消费品 流通渠道 产品质量 电子商务 优化机制 fast moving consumer goods distribution channels product quality electronic commerce platform continuous optimization mechanism
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