| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-16页 |
| Chapter 1 Introduction | 第16-19页 |
| 1.1 Research background and significance | 第16-18页 |
| 1.2 Research framework | 第18-19页 |
| Chapter 2 Literature Review | 第19-28页 |
| 2.1 Marketing channel structure | 第19-20页 |
| 2.2. Marketing channel behavior | 第20-22页 |
| 2.3 Marketing channel relations | 第22-24页 |
| 2.4 Literature review on distribution management of FMCG | 第24-28页 |
| 2.4.1 Concept of FMCG | 第24页 |
| 2.4.2 Study on FMCG’s distribution management | 第24-28页 |
| Chapter 3 Market environment analysis and channel conditions of Chinese ice cream | 第28-43页 |
| 3.1 Business development trend of Chinese ice cream | 第28-30页 |
| 3.1.1 The constant put in of freezers promotes the development of ice cream industry | 第28-29页 |
| 3.1.2 Freezers integration and logistics distribution accelerate the development of ice cream industry | 第29-30页 |
| 3.1.3 Constant optimization of ice cream products structure | 第30页 |
| 3.2 Channel characteristics of ice cream industry | 第30-31页 |
| 3.2.1 Ice cream industry often use middlemen as distribution mode | 第30-31页 |
| 3.2.2 Improve the vividness to stimulate consumer impulse purchases | 第31页 |
| 3.2.3 The sales channels of ice cream are wide and full of varied emerging ones | 第31页 |
| 3.3 Channel competition trend of ice cream industry | 第31-43页 |
| 3.3.1 The core competitiveness of channel management in ice cream industry | 第31-32页 |
| 3.3.2 The main rivals and marketing channel strategies of the Wall’s corporation | 第32-36页 |
| 3.3.3 Channel competition trend of ice cream industry | 第36-42页 |
| 3.3.4 The competition situation of ice cream market and challenges posed to Wall’s | 第42-43页 |
| Chapter 4 Case study： Current situation and distribution management of Wall’s | 第43-48页 |
| 4.1 A brief introduction to Wall’s and Unilever | 第43-45页 |
| 4.2 marketing situation of Wall’s China | 第45页 |
| 4.2.1 Product line of Wall’s China | 第45页 |
| 4.2.2 Sales coverage of Wall’s China | 第45页 |
| 4.3 Problems existing in Wall’s China’s distribution management | 第45-48页 |
| 4.3.1 Difficult to manage wholesalers | 第45-46页 |
| 4.3.2 Frequent occurrence of fleeing goods | 第46页 |
| 4.3.3 Increasingly intensified distribution conflict | 第46-48页 |
| Chapter 5 Wall’s adjustment of distribution management strategies | 第48-62页 |
| 5.1 Causes to Wall’s problems existing in marketing distribution management | 第48-50页 |
| 5.1.1 Company’s Strategies | 第48页 |
| 5.1.2 Companies’ tactics | 第48页 |
| 5.1.3 Distribution management | 第48-49页 |
| 5.1.4 Market management | 第49页 |
| 5.1.5 Personnel management | 第49-50页 |
| 5.2 Wall’s strategic adjustment of distribution management | 第50-62页 |
| 5.2.1 Shortening channels’ length and widening channels | 第50页 |
| 5.2.2 Adjustment to the management of distribution network | 第50-58页 |
| 5.2.3 The terminal management of Wall’s freezers | 第58-60页 |
| 5.2.4 Terminal evaluation of Wall’s freezers | 第60-62页 |
| Chapter 6 Conclusions | 第62-64页 |
| 6.1 Conclusions of the research | 第62-64页 |
| 6.1.1. Selecting appropriate distributors | 第62页 |
| 6.1.2. Motivating distributors | 第62页 |
| 6.1.3. Evaluating wholesalers | 第62-63页 |
| 6.1.4. Strengthening the training of wholesalers | 第63页 |
| 6.1.5 Establishing management teams to manage the retail terminal | 第63-64页 |
| REFERENCE | 第64页 |
