CRB's Marketing Channel Strategy Analysis

The role of marketing is to realize the exchange value of the product, if not the exchange, then the company will lose its presence necessily. Therefore, commodity marketing channels to achieve the path of the exchange of value, is the company's most valuable asset. Now the 4P theory, to a certain extent, the channel is the key to winning business in product, price, promotions, high degree of homogeneity of today, the channel into a business is enough to force the key points. In the specific marketing, how to build a stable, efficient sales channels not only the company's products can meet the consumer the fastest, dominate the market, but also can seize the effective share of the company share of the cost of reducing investment. If you can not firmly control an effective channel for company's products it would be difficult to convert the currency, but also the survival and development will be lost from the source and motivation.Since 1900 when the first brewhouse was established up to now ,China's beer industry has gone through 111 years. During the period,it has passed slow development phase, rapidly develop phase and the phase of expanding by mergers, the annual output of beer had exceeded 40 million tons, and the total annual consumption has reached 30million tons in China. China has become a big power in the world. However,compared with the other countries which have developed beer industry, the advantages of China's beer industry is not particularly evident, and the personal consumption of beer is also lower than the world average. China's beer industry is large but not strong, Therefore, the overall strength of China's beer industry should be up graded, the method of management should be improved, especially the marketing channel management.In this paper, SCCRB(China Resources Snow Breweries (Sichuan)) recently effective marketing channels this year, the successful management of optimization and a detailed discussion of the beer market for the Chengdu market, combined with the company's development needs, and put forward specific channel marketing programs and channel optimization management strategy, which for other beer companies or FMCG industry with the same marketing channels how companies can effectively build professional marketing channel model to provide a reference value and learn from experience. At the same time this also the theory of marketing channels and channel management and construction of the actual nature of the question of how to channel the production plant, brokers and end-linked organic so that they profit sharing, risk sharing, to achieve true grow together, which is also the innovation of the door.This article has seven parts. Part One is the introduction,briefing the background of topics, the paper's significance. In order to master the basic theory of the marketing channel ,Part Two analyses the concept development and design ,management of the marketing channel .Part three analyses the development trends of domestic beer industry ,especially the development of the SCCRB. Part Four and Part Five describes the structural and price optimization of the marketing channel by the comprehensive analysis. By the part, we could see the reason that SCCRB can maintain the leading position in Chengyu market. The author hopes that this paper can help a lot when other China's Fast Consumption enterprises do the marketing activities. Part Six is the results appear of the company's future development. Part Seven is a conclusion's statement.