Research Of The Design And Management Of Middle Or Small-Sized Beer Enterprises' Marketing Channel

The global enterprises are pay much attention to the design and management channel because the intense marketing competition in recent years. However, the most important things to the enterprises is to build a special and different market competition model with others if they want to get a higher agree with the consumers today, namely Different Marketing .But the current condition of marketing competition haven't already depended on us to get a long advantage of competition with the technology , enterprises size and capital which can be copied by their competitions ,so in order to find the advantage of-competition which can't be easily copied within a long time ,the rule of design and management of marketing channel.This paper mainly focuses on detailed discussing of enterprise marketing channel design and its successful management, especially of those middle or small size beer enterprises' own characteristic, their products characteristic and special market surroundings, which puts forward a set of different marketing channel design solutions and methods. All of these information is to be a good example and reference for those beer enterprises and related enterprises which in the same field to set up marketing channel model and update existing marketing channel. The main innovation of this paper is to provide a decision-making reference which help enterprises with choosing and renovating marketing channel members. This is based on a full and complete learning of the marketing channel members through the high-level marketing channel and the practicable point of view of channel design. This paper also makes a general description of the marketing channel management according to following points: Marketing member inspiring, member conflict management, channel pricing management, product management, promotion management and logistics management. It requests that the enterprises to pay attention to channel management in all aspects during operation. It finally makes a detailed analysis and demonstration through a series of cases of the channel management model of the branch company Liupan shui of Chongqing Beer Group.