Beer Industry Channel Resource Strategy Research

Modern market competition is becoming increasingly cruel, and competition means escalating, and the scope of competition comes to every aspects of marketing. Channel is one part of the theory of marketing channels, and the establishment and management of channel is the main problems to Chinese enterprises. As the typical representative of FMCG, this competition is reflected in beer industry more than others, and channel competition has become the key factor of marketing to beer enterprises. Whether giant or small and medium-sized enterprise, all of them put more energy into it: on the one hand, they focus their own dominant resources to construct the complete, smooth and efficient distribution channel system; on the other hand, digging and utilizing the dominant resources in channels , to support the rapid growth and long-term powerful development for enterprises. Therefore, to select and implement the effective channel resource strategy has become an important mean to the success of beer enterprises, and become one core task of marketing.This article introduces the background, the purpose and the meaning at the beginning. On this basis ,it gives summary and evaluation to relevant theories and channel, resources and resource marketing theory home and abroad; Then in combination with the economic environment, competition environment, the enterprise producing environment, consuming environment, law environment, present situation and problems of the resources in beer industry were analyzed; After this paper puts forward two concepts: one is concept of channel resources, including the concept and characteristic, the forming process, and influencing factors, and the other is the concept of strategy of channel resources ; Next is the definite research to the strategy of channel resources. It puts forward concrete strategies of channel resource, and explains with specific examples. Finally on that basis this paper puts forward the principles to implement the strategies, and expounds the implementation of channel resources strategy, ad. Investigation, Evaluation, Selection and Assessment and Feedback. The main object of this article is the beer industry. From the angle of resources, channel resource strategy and its implementations are studied, and through the study it puts forward some specific channel resources strategy with common examples in beer industry, and it will provide some guidance and inspiration to the management of channel resources and the channel resources strategy.