目錄

1. 摘要 ............................................................................................................3

2. 報(bào)告正文 .....................................................................................................6

a. 市場(chǎng)概況：中國快速消費(fèi)品市場(chǎng)增速放緩 ...................................................6

b. 價(jià)格趨勢(shì)：高端化與大眾化 ......................................................................9

c. 渠道演變：小型現(xiàn)代渠道和電子商務(wù)蓬勃發(fā)展 ..........................................13

d. 中外品牌對(duì)峙：硝煙依舊 .......................................................................18

3. 對(duì)品牌的啟示 .............................................................................................23

4. 作者簡(jiǎn)介與致謝 .........................................................................................24