{"id":4126,"date":"2021-06-22T18:13:07","date_gmt":"2021-06-22T09:13:07","guid":{"rendered":"https:\/\/bcgblog.kr\/?p=4126"},"modified":"2021-10-06T11:43:02","modified_gmt":"2021-10-06T02:43:02","slug":"fast-moving-consumer-goods-latest-thinking","status":"publish","type":"post","link":"https:\/\/bcgblog.kr\/fast-moving-consumer-goods-latest-thinking\/","title":{"rendered":"FMCG: \uc640\ud574 \uc0c1\ud669\uc774 \uc624\ud788\ub824 \uac00\uce58 \ucc3d\ucd9c\uc758 \ucd09\ub9e4\uac00 \ub420 \uc218\ub3c4 \uc788\ub2e4"},"content":{"rendered":"<p>1611\ub144, \uc170\uc775\uc2a4\ud53c\uc5b4\uac00 \u2018\uc9c0\ub098\uac04 \uac83\uc740 \ud504\ub864\ub85c\uadf8\u2019\ub77c\uace0 \uc4f4 \uac83\uc740 \uc5ed\uc0ac\uac00 \ud604\uc7ac \ubc0f \ubbf8\ub798\uc5d0 \uc77c\uc5b4\ub098\ub294 \uc0ac\uac74\uc758 \ud615\uc131\uc5d0 \ubbf8\uce58\ub294 \uc601\ud5a5\uc744 \uac00\ub9ac\ud0a4\ub294 \uac83\uc774\uc5c8\ub2e4. \ubd88\ud589\ud788\ub3c4, 2020\ub144\uc758 \uc77c\uc6a9 \uc18c\ube44\uc7ac(FMCG, fast-moving consumer goods) \uae30\uc5c5\ub4e4\uc5d0 \uc788\uc5b4 \uacfc\uac70\uc758 \uc131\uacf5\uc774 \ubbf8\ub798\uc758 \uc131\uacf5\uc744 \uc554\uc2dc\ud558\uc9c0\ub294 \uc54a\ub294\ub2e4.<\/p>\n<p>FMCG \ubd80\ubb38\uc740 \uc624\ub7ab\ub3d9\uc548 \uac15\ub825\ud55c \uae30\uc874 \uac00\uce58 \ucc3d\ucd9c \ubaa8\ub378\uc758 \ud61c\ud0dd\uc744 \ub204\ub824\uc654\ub2e4. \uac15\ub825\ud55c \ube0c\ub79c\ub4dc, \uae30\ub2a5\uc801\uc73c\ub85c \ub6f0\uc5b4\ub09c \uc81c\ud488, \uaddc\ubaa8 \uc6b0\uc704\ub97c \ud1b5\ud55c \uc6b4\uc601, \uace0\ud22c\ub9c8\ucf13(go-to-market) \uc2dc\uc2a4\ud15c\uc73c\ub85c \uc218\uc2ed \ub144\uac04 \uc5c5\uacc4 \uc120\ub3c4\uae30\uc5c5\ub4e4\uc740 \ud574\ub9c8\ub2e4 \uc218\uc775\uc131 \uc788\ub294 \uc131\uc7a5\uc744 \ud560 \uc218 \uc788\uc5c8\ub2e4. \uc774\ub7ec\ud55c \uad6c\uc870\uc801 \uc6b0\uc704\ub85c \uc778\ud574 \uae30\uc874 \uae30\uc5c5\ub4e4\uc740 \uc790\uc0ac\uc758 \ube44\uc988\ub2c8\uc2a4\ub97c \uc911\uc2ec\uc73c\ub85c \ubc29\uc5b4\ubcbd\uc744 \uad6c\ucd95\ud558\uace0 \ub9c8\uc9c4 \ubc0f \uc131\uc7a5\ub960\uc744 \uafb8\uc900\ud788 \uc720\uc9c0\ud560 \uc218 \uc788\uc5c8\ub2e4. \uadf8 \uacb0\uacfc\ub294 \ud0c0\uc758 \ucd94\uc885\uc744 \ubd88\ud5c8\ud558\ub294 \uac00\uce58 \ucc3d\ucd9c \uc131\uacfc\ub85c \ub098\ud0c0\ub0ac\ub2e4. FMCG \ubd80\ubb38\uc740 2006\ub144\ubd80\ud130 2016\ub144\uae4c\uc9c0 10\ub144 \ub3d9\uc548 \ucd1d\uc8fc\uc8fc\uc218\uc775\ub960 \uce21\uba74\uc5d0\uc11c \ub2e4\ub978 \ubaa8\ub4e0 \uc0b0\uc5c5 \ubd80\ubb38\uc744 \ub2a5\uac00\ud588\ub2e4.<\/p>\n<p>\uadf8\ub7ec\ub098 \ucd5c\uadfc \uba87 \ub144\uac04, \uc774 \ubaa8\ub378\uc5d0 \uade0\uc5f4\uc774 \uc0dd\uae30\uae30 \uc2dc\uc791\ud558\uba74\uc11c FMCG \ubd80\ubb38\uc758 \uac00\uce58 \ucc3d\ucd9c\uc740 \uc815\uccb4\ub418\uc5c8\ub2e4. \uc138\uacc4\uc801\uc778 \uc218\uc694 \ub454\ud654, \uc804\ud1b5\uc801\uc778 \uaddc\ubaa8 \uc6b0\uc704\uc758 \uc7a0\uc2dd, \uace0\uac1d \uad6c\ub3c4\uc758 \uc5ec\ub7ec \ubcc0\ud654\ub85c \uc778\ud574 FMCG \ubd80\ubb38\uc740 2017\ub144 \uc774\ud6c4 \uc800\uc870\ud55c \uc131\uacfc\ub97c \ubcf4\uc5ec\uc654\ub2e4. \ud32c\ub370\ubbf9\uc740 FMCG \ubd80\ubb38\uc774 \ucc98\ud55c \ubcc0\ud654\uc758 \ud615\ud0dc\ub97c \ubc14\uafb8\uae30 \ubcf4\ub2e4\ub294 \uc624\ud788\ub824 \uadf8\ub7ec\ud55c \ubcc0\ud654\ub97c \uac00\uc18d\ud588\ub2e4. \uae30\uc5c5\uc758 \ub9ac\ub354\ub4e4\uc740 \uc55e\uc73c\ub85c \uc1fc\ud551\uacfc \ucc44\ub110\uc758 \uae09\uaca9\ud55c \ubcc0\ud654, \uaddc\ubaa8 \uc6b0\uc704\uc758 \uc7a0\uc2dd \uc2ec\ud654, \ub514\uc9c0\ud138 \uae30\uc220 \ubc0f AI\ub85c \uc778\ud55c \ube44\uc988\ub2c8\uc2a4 \ubaa8\ub378\uc758 \ud601\uc2e0, \ud658\uacbd \ubc0f \uc0ac\ud68c\uc801 \uc601\ud5a5\uc5d0 \ub300\ud55c \ub192\uc740 \uad00\uc2ec, \ud2b9\ud788 \ube0c\ub79c\ub4dc\uc5d0 \ub300\ud55c \uc18c\ube44\uc790\ub4e4\uc758 \uae30\ub300 \uc99d\uac00 \ub4f1 \uc5ec\ub7ec\uac00\uc9c0 \uc640\ud574 \ud604\uc0c1\ub4e4\uc740 \ub3d9\uc2dc\ub2e4\ubc1c\uc801\uc73c\ub85c \uae30\uc874 \uae30\uc5c5\uc5d0 \ud0c0\uaca9\uc744 \uac00\ud560 \uac83\uc774\ub2e4.<br \/>\n\uadf8\ub7ec\ub098 FMCG \uae30\uc5c5\ub4e4\uc774 \uc774\ub7f0 \uac01\uc885 \ubcc0\ud654\ub85c \uc778\ud574 \uc1e0\ud1f4\ud560 \uc6b4\uba85\uc774\ub77c\uace0 \ud560 \uc218\ub294 \uc5c6\ub2e4. \uc5b4\ub5a4 \ubcc0\ud654\uc758 \uc2dc\uae30\uc5d0\ub3c4 \uacbd\uc7c1 \uc6b0\uc704\ub97c \ud655\ubcf4\ud558\uace0 \uac00\uce58\ub97c \ucc3d\ucd9c\ud560 \ubc29\ubc95\uc740 \uc788\ub2e4. FMCG \uae30\uc5c5\ub4e4\uc740 \uc131\uacf5\uc744 \uc704\ud574 \uc544\ub798 5\uac00\uc9c0 \ubd84\uc57c\uc5d0\uc11c \uacfc\uac10\ud55c \uc120\uc81c \ud22c\uc790\ub97c \ud560 \ud544\uc694\uac00 \uc788\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<div style=\"width: 696px;\" class=\"wp-video\">\n<video class=\"wp-video-shortcode\" id=\"video-4126-1\" width=\"696\" height=\"418\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/bcgblog.kr\/wp-content\/uploads\/2021\/06\/SHANAKOR-Fast-Moving-Consumer-Goods-FMCG-Consulting-BCG.mp4?_=1\" \/><a href=\"https:\/\/bcgblog.kr\/wp-content\/uploads\/2021\/06\/SHANAKOR-Fast-Moving-Consumer-Goods-FMCG-Consulting-BCG.mp4\">https:\/\/bcgblog.kr\/wp-content\/uploads\/2021\/06\/SHANAKOR-Fast-Moving-Consumer-Goods-FMCG-Consulting-BCG.mp4<\/a><\/video><\/div>\n<ol>\n<li><strong>\uc62c\uc6e8\uc774\uc988\uc628(always-on) \ud3ec\ud2b8\ud3f4\ub9ac\uc624 \ub9e4\ub2c8\uc800\uac00 \ub41c\ub2e4:<\/strong> \ub9e4\ub825\uc801\uc778 \uc218\uc694\uac00 \uc788\ub294 \ubd84\uc57c\uc5d0\uc11c \uc6b0\uc704\ub97c \uc810\ud55c \ube0c\ub79c\ub4dc\uc5d0 \ub300\ud55c \uc7ac\ud22c\uc790\ub97c \ud655\ub300\ud558\ub294 \ub3d9\uc2dc\uc5d0 \uc801\uadf9\uc801\uc73c\ub85c \ud3ec\ud2b8\ud3f4\ub9ac\uc624\ub97c \uc7ac\uad6c\uc131\ud55c\ub2e4.<\/li>\n<li><strong>\uc218\uc694 \ubaa8\ub378\uc744 \uc7ac\ucc3d\uc870\ud55c\ub2e4:<\/strong> \ub3c5\uc810 \uae30\uc220, \ub9de\ucda4\ud654, \uadf8\ub9ac\uace0 \uc18c\ube44\uc790\uc640\uc758 \uc9c4\uc815\uc131 \uc788\ub294 \uad50\ub958\ub97c \ud1b5\ud574 \uacbd\uc7c1\uc6b0\uc704\uc758 \uadfc\ubcf8 \uc694\uc18c\ub4e4\uc758 \uc6b0\uc218\uc131\uc744 \uc7ac\uac15\uc870\ud55c\ub2e4.<\/li>\n<li><strong>\uc5d4\ub4dc\ud22c\uc5d4\ub4dc(end-to-end) \uc5ed\ub7c9\uc744 \ub514\uc9c0\ud138\ud654\ud55c\ub2e4:<\/strong> \ub370\uc774\ud130\ub97c \uaddc\ubaa8 \ud655\uc7a5\uc758 \uc0c8\ub85c\uc6b4 \uae30\ubc18\uc73c\ub85c \ud65c\uc6a9\ud558\uc5ec \uc218\uc694 \ubaa8\ub378, \uc2dc\uc7a5 \uc9c4\ucd9c \uc804\ub7b5, \uacf5\uae09\uc0ac\uc2ac \uc804\ubc18\uc5d0 \uac78\uccd0 \ucc28\ubcc4\ud654\ub418\uace0 \ub514\uc9c0\ud138\ud654\ub41c \uc5ed\ub7c9\uc744 \uad6c\ud604\ud55c\ub2e4.<\/li>\n<li><strong>\uc6b4\uc601 \ubaa8\ub378\uc744 \uac1c\uc120\ud55c\ub2e4:<\/strong> \uc5c5\ubb34 \ubc29\uc2dd\uacfc \uad6c\uc870\ub97c \uc7ac\uc815\ube44\ud558\ub294 \ub3d9\uc2dc\uc5d0 \ub354 \uc2e0\uc18d\ud558\uac8c \uc6c0\uc9c1\uc774\uace0, \ub354 \ubbfc\uac10\ud558\uac8c \ub300\uc751\ud558\uba70, \uc5ed\ub3d9\uc801\uc778 \uc2dc\uc7a5\uc5d0\uc11c \uc131\uacf5\uc744 \uac70\ub450\uae30 \uc704\ud574 \ub354 \ub113\uc740 \uc0dd\ud0dc\uacc4\ub97c \ud65c\uc6a9\ud55c\ub2e4.<\/li>\n<li><strong>\ubaa9\uc801\uc73c\ub85c \uc601\uac10\uc744 \uc900\ub2e4:<\/strong> \uae30\uc5c5\uc758 \ubaa9\uc801\uc744 \uae30\uc5c5\uc758 \uc5ed\uc0ac\uc640 \ud655\uc2e4\ud55c \uc9c0\uc18d \uac00\ub2a5\uc131 \ubaa9\ud45c \uc18d\uc5d0 \ub0b4\uc7ac\ub41c \uc9c4\uc815\ud55c \uacbd\uc7c1\uc6b0\uc704\ub85c \uc804\ud658\ud55c\ub2e4.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>\uc18c\uc218\uc758 \ud6cc\ub96d\ud55c \uae30\uc5c5\ub4e4\uc740 \uacfc\uac70\uc758 \uc88b\uc740 \uc2dc\uc808\ubfd0\ub9cc \uc544\ub2c8\ub77c \ucd5c\uadfc \uba87 \ub144\uac04\uc758 \uc5b4\ub824\uc6b4 \uc0c1\ud669\uc5d0\ub3c4 \uacc4\uc18d \uc6b0\uc218\ud55c \uac00\uce58\ub97c \ucc3d\ucd9c\ud588\ub2e4. \ubbf8\ub798\uc758 \uc2b9\uc790\ub294 \uc790\uc0ac\uc758 \ube44\uc988\ub2c8\uc2a4\uc5d0\uc11c \ud30c\uad34\uc801 \ud601\uc2e0\uc774 \ud544\uc694\ud55c \ubd80\ubd84\uc744 \uc778\uc2dd\ud558\uace0, \uc774\ub97c \uacfc\uac10\ud788 \uae30\uc874 \ubaa8\ub378\uc744 \ubcc0\ud654\uc2dc\ud0a4\ub294 \uae30\ud68c\ub85c \ud65c\uc6a9\ud558\ub294 \uae30\uc5c5\uc77c \uac83\uc774\ub2e4. <a href=\"https:\/\/connect.bcg.com\/future-of-fmcg\/\" target=\"_blank\" rel=\"noopener\">BCG \uc6f9\uc0ac\uc774\ud2b8<\/a>\uc5d0\uc11c \uc5ed\uc0ac\uc801\uc73c\ub85c FMCG \ubd80\ubb38\uc5d0\uc11c \uac00\uce58\uac00 \ucc3d\ucd9c\ub418\uc5b4\uc628 \ubc29\uc2dd\uacfc \ubbf8\ub798\uc758 \ubc1c\uc804\uc744 \uc774\ub04c\uc5b4 \uac08 \ud30c\uad34\uc801 \ud601\uc2e0, \uadf8\ub9ac\uace0 FMCG \uae30\uc5c5\ub4e4\uc774 \uc9c0\uc18d\ud574\uc11c \uacbd\uc7c1 \uc6b0\uc704\uc640 \uac00\uce58\ub97c \ucc3d\ucd9c\ud558\uae30 \uc704\ud574 \ud604\uc7ac \ud65c\uc6a9\ud560 \uc218 \uc788\ub294 \ubc29\ubc95\ub4e4\uc5d0 \ub300\ud558\uc5ec \ub354 \uc790\uc138\ud788 \uc0b4\ud3b4\ubcfc \uc218 \uc788\ub2e4.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.bcg.com\/industries\/consumer-products-industry\/fast-moving-consumer-goods#latest-thinking\" target=\"_blank\" rel=\"noopener\">\uc6d0\ubb38(\uc601\uc5b4) \ubcf4\ub7ec\uac00\uae30<\/a><\/p>\n<p><a href=\"\/newsletter\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2753\" src=\"https:\/\/bcgblog.kr\/wp-content\/uploads\/2020\/10\/BCG\ub274\uc2a4\ub808\ud130\uad6c\ub3c5\ud558\uae30\ucd08\ub85d\ubc30\uacbd.png\" alt=\"\ub274\uc2a4\ub808\ud130 \uad6c\ub3c5\ud558\uae30\" width=\"180\" height=\"50\" title=\"\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\ubbf8\ub798\uc758 \uc2b9\uc790\ub294 \uc790\uc0ac\uc758 \ube44\uc988\ub2c8\uc2a4\uc5d0\uc11c \ud30c\uad34\uc801 \ud601\uc2e0\uc774 \ud544\uc694\ud55c \ubd80\ubd84\uc744 \uc778\uc2dd\ud558\uace0, \uc774\ub97c \uacfc\uac10\ud788 \uae30\uc874 \ubaa8\ub378\uc744 \ubcc0\ud654\uc2dc\ud0a4\ub294 \uae30\ud68c\ub85c \ud65c\uc6a9\ud558\ub294 \uae30\uc5c5\uc77c \uac83\uc774\ub2e4. FMCG \uae30\uc5c5\ub4e4\uc740 \uc131\uacf5\uc744 \uc704\ud574 \uc544\ub798 5\uac00\uc9c0 \ubd84\uc57c\uc5d0\uc11c \uacfc\uac10\ud55c \uc120\uc81c \ud22c\uc790\ub97c \ud560 \ud544\uc694\uac00 \uc788\ub2e4. <\/p>\n","protected":false},"author":1,"featured_media":4128,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[34,32],"tags":[],"class_list":{"0":"post-4126","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-cp","8":"category-industry"},"_links":{"self":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts\/4126","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/comments?post=4126"}],"version-history":[{"count":5,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts\/4126\/revisions"}],"predecessor-version":[{"id":4138,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/posts\/4126\/revisions\/4138"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/media\/4128"}],"wp:attachment":[{"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/media?parent=4126"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/categories?post=4126"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bcgblog.kr\/wp-json\/wp\/v2\/tags?post=4126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}