Sichuan China Resources Blue Sword Beer Marketing Channel Design And Management Research

The basic function of marketing is to realize the exchange value of products. Without the exchange value, there's no reason for any enterprises to exist. Therefore, marketing outlet is not only a passage to realize the conversion of product value, but also the intangible assets of an enterprise. It is undisputable that marketing is the faucet of modern enterprises. While in the concrete marketing work, to set up a sale channel with unimpeded stability,on one hand can make the products reach the consumers with the highest speed and ultimately attain the purpose of final consumption and market occupation. On the other hand, it can reject and squeeze other opponents with the aid of channels so as to reduce the capital input of market resources. For this kind of fast consumer goods with a tiny profit like beer, it has positive and profound significance to design, management and construction of channel.To begin with, the author tries to give a detailed exposition of the marketing channel design and successful management of Sichuan Resources Snow Breweries, and brings forward improvement and design of beer marketing channel, aiming at the characteristics of the enterprise and the beer products and the specific market environment. In addition, the author tries to provide certain reference value and salutary lesson about the construction and renewal of marketing channel for Breweries and enterprises possessing the same marketing channel. Last and most important, the author tries to help enterprises to understand and recognize the team of marketing channel entirely and concretely from the height of marketing channel theory and from the actual-combat angle of the management and construction of marketing channel, and especially to view the network of channel (Terminal) as a kind of resource so as to put stimulation into force among the channel members, which is the key innovation theory of this thesis.The problems of marketing channel are earnestly to be settled, but many enterprises in China are still very confused. The investigation of the thesis provides a directional discussion for evaluation of channel team members and the management and construction of marketing channel, and gives strong strategic decision according to the renewal of marketing channel, which has practical significance to the design and management of marketing channel of our country's enterprises.