Development of Internet technology，To some extent, it has promoted the development of FMCG industry。Restricted by many factors，The work of FMCG industry is not closely connected，Inefficient use of information，The quality of work is not ideal。Through the application value of e-commerce platform，Can highlight the personalization and branding of FMCG marketing，It is also of great significance to the development of fast moving consumer goods industry。

one、Marketing characteristics of FMCG

1.Personalization with the continuous growth of new consumer groups，Consumer demand also shows diversified characteristics，FMCG marketing is also more personalized，It is clearly reflected at the product and consumer levels。student、Young consumer groups such as white-collar workers are more inclined to choose online shopping，Share your consumption behavior in cyberspace，This shows the personalized characteristics of consumption。Based on the characteristics of consumer demand，Development of FMCG marketing，Pay attention to the improvement of consumer loyalty，Integrate consumer needs in products and services，So as to promote the orderly conduct of marketing activities。2.Branding in the development of FMCG industry，Improve the convenience of marketing channels，To meet consumer needs and improve product purchasing efficiency，It is a problem that manufacturers must consider。In the current development process of FMCG industry，The competition of product varieties is particularly fierce，Small production is widespread、The situation of the large market，To some extent, it has promoted the improvement of logistics and commodity prices。In a complex market environment，Brand value promotion is crucial。in other words，We should highlight the brand characteristics of FMCG marketing，Ensure brand quality and form brand effect，Attract consumers，Improve consumer loyalty，This will help to improve the economic benefits of FMCG marketing as a whole，It is also of great significance to the sustainable and healthy development of the FMCG industry。

two、The impact of e-commerce on FMCG

1.Break through geographical restrictions and focus on entities under traditional sales methods，The actual marketing activities may take time、Regional and other factors，Cause marketing efficiency to be affected。With the support of e-commerce platform，Can promote the efficient development of marketing activities，Free from space-time and geographical restrictions，Marketing defects can be remedied。Especially in the situation of rapid development of logistics industry，Consumer groups tend to be broad，With the support of various mobile terminals，Diversified consumption environment，Consumer activities are also more convenient。2.Realize brand network communication. In the past, the communication of FMCG brands mainly depended on the communication between people，Transmission of factors such as product quality and product value，Does not have an advantage in speed，Communication channels also have certain limitations。With the rapid development of Internet technology，The number of online groups has increased significantly，With the support of e-commerce platform，The spread of FMCG has also been networked，Product quality in consumer groups、Information such as services and values are rapidly disseminated，Brand communication speed has been significantly improved，Promoted the maximum extension of FMCG brand range。3.Businessmen and consumers communicate and interact with each other. Now the social living standard is gradually improving，The application of FMCG in life is also common，Especially the generation of personalized needs of consumers today，In the marketing process of FMCG，Supported by e-commerce platform，Be able to pay attention to the personalized needs of consumers，Provide high-quality services around fast moving consumer goods，Ensure rapid response，Dominant position in the market，Lay a solid foundation for the stable development of the enterprise。Through the application of e-commerce platform，It can enhance the interaction between businesses and consumers，Ensure the personalization of products and services，Promote consumers to obtain good consumption experience，Facilitate consumers to understand the product more comprehensively，Improve consumer satisfaction。Based on the interactive characteristics of e-commerce platform，Positive interaction between businesses and consumers，Adjust products and services based on consumer demand，Ensure that products and services have substantive significance，So as to gain the recognition of consumers。

three、FMCG marketing channel based on e-commerce platform

In the context of e-commerce，Fast moving consumer goods market has developed rapidly，Product brand effect、Innovation and R&D、Individualized needs, etc. as basic elements，To better expand marketing channels，The FMCG industry should correctly understand the prominent role of brands，Through the improvement of product brand quality and the increase of added value，To reflect the brand value，Improve economic benefits。For FMCG industry，Innovation and R&D are not only reflected in new processes and new products，It is also fully reflected in production equipment and technology。In the new era of social development，FMCG industry enters the fast lane，The product taste and quality can be improved through the application of new technologies，Be familiar with the personalized needs of consumers，Integrate it into products and services，Cultivate regular customers，Explore new customers，Carry out marketing activities in the broad e-commerce space。1.Internet-based support，Build multi-channel product marketing mechanism supported by e-commerce platform，The marketing channels of FMCG have been broadened，Give full play to the advantages of the Internet，Be able to take effective ways to manage marketing channels，The cooperation between FMCG enterprises and retailers also has digital characteristics，The introduction and sales efficiency of new products have been improved，Promote the efficient development of marketing activities，It also helps to improve consumer loyalty。In actual work，Through the application of digital technology and social technology，Ability to deeply integrate marketing channels，The way to buy fast moving consumer goods has also been improved。For FMCG enterprises，We should gradually accumulate marketing experience from different channels，Promote marketing activities through the establishment of product marketing mechanism，Strong attraction to target groups，Ensure compliance with the shopping expectations of the target group，This will help stimulate the purchase desire of the target group，So as to carry out marketing smoothly，Promote the smooth realization of target growth。In this process，Pay attention to the coordination between traditional marketing channels and e-commerce marketing channels，Deliver multiple product information with consumers as the goal，Including quality、Price, etc，Carry out comprehensive publicity through new media，For example, Weibo、WeChat、Advertising implantation, etc，Ensure that consumers can form a clear understanding of the status of FMCG products。For example, in the process of marketing fast moving consumer goods based on microblog，To enhance the attractiveness of products，Encourage consumers to repeat purchases，In the marketing process, we should clarify the specific characteristics of microblog as a social media，Through its advantages of instant messaging and location-based services，To systematically integrate fragmented information，Reasonably authorize advertisers，Value information。Supported by e-commerce platform，Starting from brand positioning，Actively communicate with target groups，Through the information in the official microblog，To gain the attention and recognition of consumers，Narrow the distance between FMCG enterprises and consumers，To promote marketing smoothly。2.Based on the enterprise's own design，Select appropriate product marketing mechanismIn the context of e-commerce，The marketing channels of FMCG have been expanded，To promote the orderly development of marketing activities，We must start from the actual situation of the enterprise，Select appropriate product marketing mechanism，To better meet market challenges，Survive and develop under the new social situation。In the process of marketing FMCG based on e-commerce platform，Marketing can be conducted directly through the official website，It can also cooperate with well-known platforms，Adopt a combination of online and offline，Strengthen consumers' two-way experience，While smoothly promoting marketing，It can reduce the cost of enterprises to a certain extent。On the basis of objective analysis of the actual situation of FMCG enterprises，Scientific selection of electronic marketing channels，Provide reliable support for the development of FMCG enterprises。For example, a milk enterprise“Double Eleven”、“Double twelve”period，Strategic cooperation with well-known platforms，The sales volume of products has set a new record for the platform's single-day sales。Through the sales integration innovation mode integrating online and offline，Make the marketing channel develop comprehensively。With the support of e-commerce platform，In the marketing process of FMCG，Self-operated procurement and settlement，Through diversification of cooperation mode，To promote the smooth development of marketing activities，Demand for different types of FMCG has also been met。Supported by well-known platforms，The business boundaries of FMCG enterprises have been expanded and extended，Be able to maintain a high degree of adaptation to the development of the whole industry，It is also of great significance to the sustainable and healthy development of enterprises themselves。Especially in the context of in-depth promotion of strategic work，Development of fast moving consumer goods marketing activities，Need to actively explore new consumption ecology and industrial chain，Focus on collaborative innovation between e-commerce platform and FMCG enterprises，So as to realize innovative development in the field of intelligent drive。3.Establish product quality tracking mechanism，保护产品价值In the context of e-commerce，Consumer concerns have also changed，更加重视产品质量与Price, etc，For FMCG enterprises，We must pay attention to the maintenance of product brand value，Once the product has problems，The negative impact is particularly bad，It may even lead to customer loss。Therefore, the development of marketing activities for FMCG，Give full play to the supporting role of e-commerce platform，Establish product quality tracking mechanism，Comprehensively understand the product situation in the production process，Master relevant information，Take effective measures to protect brand value，Avoid adverse effects on marketing due to network public opinion。在电商大促销period，Fast moving consumer goods marketing cannot blindly pursue sales volume，More importantly, we should ensure product quality，Ensure to meet the dual needs of consumers for product price and quality。Establishment of product quality tracking mechanism，It can provide reliable system support for the formulation of product quality management measures，Strictly control the warehousing and sales of products，Anti-counterfeit tracing through the application of blockchain technology，Ensure that product value is effectively protected。Fresh products are one of fast moving consumer goods，在Supported by e-commerce platform开展市场营销的过程中，Food safety must be guaranteed，Strictly control transportation、Storage and temperature，Once problems occur, they will cause chain reaction，The consequences are unimaginable，Poor consumer experience，This will have a bad impact on the future development of FMCG enterprises。Based on this，It is necessary for FMCG enterprises to establish a strict inspection and testing system，Issue a true and reliable test report，Ensure the standardization of inspection process。After confirming that the inspection is qualified，Enter the product into the quality management system，Tactics on e-commerce platform，Convenient for consumers to access the quality inspection report at any time，Be aware of product quality，This will help consumers get a good consumption experience，Promote consumer loyalty，It is also crucial to improve the overall efficiency of FMCG marketing。4.Establish consumer behavior data mining mechanism，优化营销策略With the support of e-commerce platform，The marketing channels of FMCG have been broadened，Be able to record and analyze consumer behavior data through the application of advanced technology，This can support the digital operation of FMCG。Supported by e-commerce platform，FMCG marketing can be coordinated online and offline，Can record consumer behavior data through e-commerce platform，By age、education、Consumption capacity、Geographic location and other indicators，Reasonable classification of consumption and，Pay close attention to the needs of consumers，Analyze specific demand characteristics，Support the optimization of marketing strategy，Ensure the rationality of service design and the personalization of product push，This will help optimize the marketing strategy of FMCG，Provide support for the healthy development of the industry。

four、epilogue

Nowadays, consumer groups are becoming broader，Development and application of e-commerce platform，It provides an excellent channel for the marketing of fast moving consumer goods。This requires clarifying the marketing characteristics of FMCG and the impact of e-commerce on FMCG，Give full play to the advantages of the Internet，Starting from the actual situation of the enterprise，Construction of multi-channel product marketing mechanism，Optimize marketing strategy，Protect product value，Ensure better promotion of FMCG，Promote the healthy development of the market。