| Since Reform and Opening to China, the beer industry have gotten the unprecedented development After becoming the second beer yielding countury continuously for 9 years, in 2002 and 2003, China beer yield exceed the United States and Germany continuely two years, and become the first beer produce lord consume big country. For all that, our country beer business still has very amplititude development room. At current per capita beer consumption in China in one-year only reach 18 litres, compare to 25 litres in world still have the very big margin. The bright beer business foreground in China makes the national beer leader stride their develpment steps quickly, forming such large group big beer manufactures as Qingdao, Yanjing, Huarun, Hapi ect. At the sime time, this also allures international beer group enter Chinese beer market; which drives our country beer industry competition more vigorous. Apportunities and challenges coexist, beer product is consubstantial and technique is maturing, it is an instant problem for beer enterprise to how to catch opportunity, to demonstration themselves timely, to sell their product in due time and at the lowest cost.The Kingway Company of Shenzhen that this text study with funds strong, the technique and equipmentses on-up is the first business enterprise that pass" green attestation" in our country beer industry. But its product is only one place famous brand in Guangdong province. And Kingway is also aware of existing; it must extend the market scope. Therefore, the Kinway Company draws up the target of entering " beer five greatest brands of China" in five years. But establishment efficient marketing channel is the key.Through substantial evidence investigation and SWOT analysis etc, the textis to analysis its stength and weakness opportunity and threats of exterior environment, and to find out error and problems in the marketing chanels, and raise that the current target market for Kingway Beer Company has three big piece: all of cities of Guangdong province and Shenzhen, Shantou where Kingway Beer Company lies as the core, the edge city of Guangdong each big city, countries market And then, drawing lessons from the typical model marketing channels that current our country beer profession adopt, the writer design the improvement marketing channels mode for these three big piece of target market, that is this system of marketing channels include three subchannels, and each is designed to be aimes at each target market, and the writer also puts forward a series measure to guarantee the movement of this system. Suggest that the Kingway Company should focus more emphasis on the female market, the village market and the peak season of beer. |
