Beer enterprise marketing channel problems and strengthen measures essay

Beer enterprise marketing channel problems and strengthen measures thesis

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Abstract:

The beer industry is one of the more competitive industries in China, in recent years, with the promotion of the integration of the global economy, the sales model of the beer industry has said goodbye to the original development model, the beer enterprises to strengthen the management, reform of the marketing channel is the enterprise to adapt to the market economy change, enhance market competitiveness of the Inevitable requirements. This paper begins with the significance of beer enterprise marketing channel research, for the current beer marketing channel deficiencies in the analysis, and put forward effective reform measures to establish the channel advantageous position to improve product coverage, to achieve the economic benefits of enterprises.

Keywords:

beer enterprises; distribution channels; channel analysis;

1, beer enterprise marketing channel research overview

China's beer market sales volume is huge, China's beer industry is becoming increasingly competitive, and today's market conditions, as the The degree of product intensification continues to increase, beer product quality, price, cost-effective and other factors are no longer the determining factors for enterprises to establish a competitive advantage, the construction of marketing channels has gradually become one of the determining factors of market competition, the coverage of the beer products, image display, sales can not be separated from the support of marketing channels. Marketing channel construction is the top priority of beer enterprise marketing management, determines the present and future of beer enterprise product development. Beer enterprise marketing channel is a beer product from the production enterprise circulation to the final consumer in the middle of a whole set of interrelated organizations, including wholesale institutions, retail places and trade agents and all the beer products passed to the hands of consumers in the collection of intermediate links.

Beer is a kind of fast consumer goods, the circulation of a wide range of geographical areas, links multi-layered, marketing channels are indispensable. Marketing channels by the macro-environmental factors, enterprises and their products, target market coverage, the degree of competition in the market, the intensity of retail terminals, consumer beer consumption habits, etc., the enterprise marketing channels according to the organization of marketing channels can be divided into direct sales, distribution, distribution, etc., which distribution is the most widely used channel management model. Marketing channel is a bridge between the connection of beer enterprises and final consumers, although the channel is one of the 4P marketing, but because of the characteristics of the beer product sales volume, high weight, low involvement, in many markets are the determining factors of the high and low sales. Under the conditions of the market economy, beer companies want to maintain a competitive advantage in the market, through in-depth study of marketing channels, strengthen the marketing channel management and terminal control, continuous innovation, and enhance the comprehensive competitiveness of enterprises.

2, the current beer enterprise marketing channel problems

(1) beer enterprise marketing channel management there is a large room for improvement. Beer enterprise marketing channel development did not keep up with the overall level of progress of social and commercial civilization. Part of the channel only rely on the beer enterprise cost investment to maintain retail terminals, the lack of long-term planning, internal management and terminal management are at a relatively low level, terminal control of the effectiveness of the poor, terminal cooperation agreement on the rights and obligations of the two sides of the agreement is not clear, and it is difficult to form an effective constraints; channel layers too much, poor stability, tampering with the price of the problem is serious; the layout of the channel is sloppy, the structure of a single, fixed, lack of standardized market operation; can not effectively carry out the marketing and marketing of the product. The market operation; can not effectively carry out customer stratification, marketing staff mobility is relatively large, the key terminal lack of long-term tracking and maintenance, difficult to real-time discovery, problem solving, poor service consciousness, low level; in recent years, the beer product capacity growth is too fast, the product price competition is still relatively common, the product homogeneity is strong, corporate promotional effectiveness of the continuity of the poor channel conflict is more serious, the terminal consumer pulling power is insufficient; Cumbersome channels, geographical overlap, difficult to ensure sales share. Under the traditional business model, the terminal mainstream beer sales company --- first-class wholesaler --- second-class wholesaler --- three-level wholesalers --- consumer sales channels, in the key links of the product dealers have limited economic strength, terminal combination of low store rate, in a number of beer companies in the competition, brand viscosity is insufficient; traditional The defects of the traditional sales platform is serious, the dealer "specialization" is not enough, sales profit layer by layer decomposition, in the sales channel at the tail end of the second and third-tier wholesalers low profit, part of the regional market foundation is weak, sales force is insufficient. (2) Marketing channel supporting construction is not in place. Marketing channel is a system system, need to sales system, marketing decision-making system, logistical support system and management control system and other systems of synergistic effect; at present, the beer enterprise faces the growth of production capacity and marketing channel backwardness of this pair of contradictions, supply and marketing contradictions are becoming more and more prominent, the marketing supporting system of insufficient resource allocation capacity, loose management, backward means of collection of information, information technology level is low, the market is slow to respond, or Can not find the problem in time or even if found the problem can not be solved late, a serious constraint on the development of beer enterprises. (3) The ability level of marketing team is uneven. On the one hand, the formation of marketing channel business team lags behind, and some marketing personnel have poor professional ability, indifferent service terminal consciousness, not good at refined operation according to the characteristics of the retail terminal place, and the retail terminal's . Daily development and maintenance of insufficient; on the other hand, the beer enterprise marketing performance appraisal system construction needs to be improved, marketing personnel work enthusiasm, initiative is not strong, innovation to carry out marketing work is not enough power.

3, strengthen the development strategy of beer enterprise marketing channels

(1) strengthen the construction of marketing channels. Beer companies should pay attention to the marketing channel structure, marketing channel organization and marketing channel management reform and innovation, build a reasonable channel distribution, clear market channel model, strengthen the standardized management of channel members, optimize the allocation of resources for beer companies, clear regional development goals, expand the radius of the product radiation, enhance the efficiency of the channel operation; focus on the brand, pay attention to the brand strategy, optimize the product mix, segmentation of the market To achieve full segmentation coverage of the target market, cater to the individualized and diversified market demand of the beer market, and achieve brand dominance; to differentiate between high, medium and low-end markets, adopt different market strategies to establish distribution channels, and ensure the effective implementation of the enterprise marketing strategy; to strengthen the channel assessment, improve the key account management system, highlight the management and maintenance of key channels, effectively strengthen the management of the channel and establish a strategic partnership with the channel members, and enhance the efficiency of the channel operation. The channel members to establish a strategic partnership, and actively build a systematic terminal information system, innovative marketing tools, the opening of the network channel platform, to enhance the profitability of the channel members.

(2) Strengthen the supporting system, system construction. Beer companies should conduct in-depth research, combined with the characteristics of the enterprise to establish a scientific and standardized channel management system, establish rules and regulations on channel management, focus on the development and maintenance of terminal sites, standardize the market operating mechanism, optimize the market atmosphere; the use of big data, information technology means of analysis of the market, to promote the timely feedback of the sales channel problems; improve and perfect the supporting system of human resources, strengthen the strength of the marketing logistics support, enhance the The scientific level of decision-making and speed of response.

(3) pay attention to the marketing channel and the beer company's own team training. On the one hand, to guide the beer channel to broaden the introduction of excellent marketing talent, training path, to create a strong business ability, high loyalty, stability of the professional channel marketing team; on the other hand, pay attention to the beer company's own marketing staff training, strengthen business knowledge, business skills, to ensure that the company's own marketing staff of high quality, high efficiency, and then drive the channel's marketing team to make progress to improve the overall competitiveness.

4, conclusion

In summary, beer companies to strengthen the marketing channel research is to enhance the competitiveness of enterprises, to ensure the sustainable development of enterprises, the inevitable requirements of the foundation of the evergreen. Enterprise marketing managers should strengthen the construction of marketing channels, improve the supporting system, and cultivate excellent marketing personnel to optimize the enterprise marketing channels, to ensure that the enterprise has an advantage in the increasingly fierce market competition.

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