Study On Marketing Channel Strategy For Sedrin Beer Company

Since Reform and Opening to China, the Beer Industry has gotten the unprecedented development. After becoming the first beer yielding country continuously for 6 years, in 2007, China beer yield reached about 39.31 millions ton. However, China beer industry still has great room for development. At current there are big gaps between China's per capita beer consumption and the world's average. The gap is even greater compared to developed countries, so China's beer industry has great development potential in the future. In order to get more market share from China Beer market, the national and international beer leader stride their development steps quickly, that makes our country beer market competition more vigorous. Opportunities and Challenges coexist, beer product is consubstantial and technique is maturing. How to catch opportunities and sell their products to customers becomes an instant problem for beer enterprises.The author read many literatures and relative documents and has worked as sale manager for a beer company about four years. The paper introduces the definitions and theories about Fast Consumer Goods, Marketing Channel and Relationship Marketing. On the one hand the paper analyzes China beer industry market status, marketing channel characteristic and trends of marketing channel development; on the other hand, the paper researches the marketing channel innovation, marketing channel designing and management for Sedrin Beer Company through document survey and case study. From the theory and practice facet, the thesis tries to bring forward some ideals of marketing channel designing and management.The innovation of the paper is putting forward that beer enterprise should establish a strict auditing system in order to improve the effective of marketing channel. The thesis offers the elementary procession on marketing channel designing and marketing channel management mode.