Research On Beilun Beer Distribution Company Marketing Plan, Implement And Control

Through the research on marketing planning, implementation and control theory, combining the actual situation of Beilun beer distribution company, explore the marketing management theory suitable for the company:①marketing plan pattern: executive summary, environmental analysis, target marketing, marketing Strategy and tactics and implementation of cost estimates.②marketing implementation of the steps: develop marketing implementation of the programme, the establishment of organizational structure and design of marketing performance evaluation system and pay system, marketing, human resources and the establishment of corporate marketing culture.③marketing control measures: Control of product marketing, channel marketing control, sales marketing and financial control of marketing control.The use of the Beilun marketing theory to analyze the status of beer distribution company, finding there are many defects in the course of marketing and management in Beilun beer distribution company and make a sound programme for it :①in the marketing plan: As the company has never developed a marketing plan, the author developes a comprehensive marketing plan.②steps in the implementation of marketing: Marketing implementation of the programme failed to point out that factors such as key issues, organizational structure of the NA and job responsibilities of the uncertainty, the wrong that marketing performance evaluation equivalent to the pay, free-employment, "family culture" "The department culture" wrong, the author of improves the implementation of the programme for the company, designs a scientific organizational structure and clear responsibilities, makes a scientific personnel selection and employment, the establishment of a new marketing culture.③in marketing control measures: Products for the agent to provide a sound measure. Affiliated distributors, retailers, restaurants, Nightlife Establishments, bars and Chaba control Wucuo by a variety of channels controlled methods. The difficulty in managing sales staff recommends the application forms and institutionalized management. The loopholes in the financial system developed a comprehensive review of the system.This paper on the findings of the study shows that: the company should develop a complete marketing plan, adjust the marketing implementation process, improve the marketing control measures, so as to lessen the pressures faced in its operations and solve the internal and confusing problems faced in its management.