目錄

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

2. 報告正文 .....................................................................................................6

a. 市場概況：中國快速消費品市場增速放緩 ...................................................6

b. 價格趨勢：高端化與大眾化 ......................................................................9

c. 渠道演變：小型現代渠道和電子商務蓬勃發展 ..........................................13

d. 中外品牌對峙：硝煙依舊 .......................................................................18

3. 對品牌的啟示 .............................................................................................23

4. 作者簡介與致謝 .........................................................................................24