Research On Marketing Channel Of Beer Industry

More than 20 years since the Reform and Open Policy, China Beer Industry has obtained the unprecedented development. It has became the world's second beer productive consumption country for 9 years. Since 2002 our beer industry has surpassed US to become the first in the world for 5 years, but "first" of "quantity" is not equal to "first" of "quality". Although the total quantity is huge, the production level, the quality level, the energy consumption level, especially the market marketing level as a whole also are at the quite low condition .Backward productive forces the blind building redundant project. Market economy moves not standard .Homogenization competition among the members, even the malignant competition is our country beer profession development's shackles.How to go out the embarrassed bureau is us the field colleague's common mission and the responsibility. The author in view of the profession marketing channel management's present situation and the existence question, composes the article to promote the rapid development.This article writing mentality is: The first part is the summary to the marketing channel theory, including the marketing channel concept, the marketing channel function, the main flow channel basic member, the channel structure analysis, which is used as the basis for the paper's main body. The second part elaboration contains the beer profession survey, the characteristic, the profession development superiority, the inferiority analysis and the trend of development forecast, evolution background of the beer profession marketing channel, the present situation and the existence problem analysis, for after document upholstery. The third part subdivides, defines , summarize the beer enterprise marketing channel and summarize the characteristic of the subdividing link in the foundation of the first two part's contects. The fourth part mainly aims at the retailing pattern's choice of the beer enterprise. Through the establishment comments to be analyzed profoundly and variously, 1 proposed the concrete operation mentality and the means. Finally in view of the beer enterprise facing with the new form under ferorious competition, I proposed at the right moment we must innovate the enterprise's marketing channel, and elaborate specifically constructing the new channel strategy operation plan which is related with the partner channel.