摘要：营销渠道是企业与消费者之间的桥梁和纽带，是产品转化为经济利润的重要途径，企业的产品通过营销渠道实在最终价值。快速消费品是一种周转速度较快、消耗量大、购买便利的日常消费品，由于快速消费品自身的特点限制，快速消费品的营销渠道建设具有一定的特殊性。我国快速消费品市场中产品同质化现象严重，新兴企业层出不穷，企业推广自身产品的渠道模式多种多样，但最终的目的只有一个，那就是尽可能多地抢占市场份额，以求在激烈的市场竞争中脱颖而出。
本篇论文以百事食品（中国）公司这一快速消费品行业中的领先者为研究对象，从分析企业营销渠道现状入手，根据国内外相关的渠道营销理论，总结并分析该企业营销渠道所存在的问题及成因。根据笔者反复思考，参考诸多营销理论，提出相适应的改善和创新方案。他山之石，可以攻玉。百事食品(中国)公司作为快速消费品休闲食品领域的优势品牌，其在渠道建设中存在的问题、成因分析、以及创新模式具有一定的普遍性和指导意义，可以给许多正在面临跨国企业挑战以及即将走出国门参与国际竞争的国内企业提供可资借鉴的经验。
关键词：快速消费品；渠道；创新管理
ABSTRACT：Marketing channel, the bridge and link between the enterprise and the consumer, is an important way of product into the economic profit. All products from factories realize ultimate value through the marketing channel. FMCG, the consumption goods having low turnover rate and large consumption is the necessities of life and convenient to buy. Whatever, for the limit by FMCG’s characteristics, there are specific characteristics in FMCG’s channel structure. There are many complicated factors in the market of FMCG in China, for example product homogeneity are quite serious, new enterprises emerging quickly , and the production channel mode is more and more diversity. But whatever they reform, all they want to expand the market share in order to win him marketing competition.
The author investigate PepsiCo food China company, which is one of the leaders in FMCG industry, analysising on the present situation of enterprise marketing channel and reading many literatures and relative documents in order to summarize the problems and causes in channel. And then, according to the literatures and relative documents, the author put forward some innovative opinions in this article. Another's good quality or suggestion where by one can remedy own defects, so as one of the leading brand in FMCG, Pepsico food China company’s problem in channel structure, genetic analysis, reform ideas and solving measures are patterns for other enterprises.
Keywords: FMCG; Marketing Channel; Innovation management
本篇文章针对百事食品（中国）公司渠道竞争进行分析研究，提出渠道创新的重要意义，结合相关渠道营销理论及学科前沿观点，指出百事食品公司营销渠道在我国市场的各项特点及面临的一系列问题。文章中透彻陈列并分析百事食品（中国）公司现阶段的地域分布、分销选择、渠道终端等销售状况，总结该企业在扩大市场上所存在的问题及成因，并参考大量相关文献，结合笔者深刻思考提出可行的解决思路及有效的创新方式。本篇文章更侧重于应用性，希望能够通过本文的分析给予其他同类企业一定的借鉴作用。
