ABI Beer Marketing Channel Construction Research

Beer industry in China has entered a stage of rapid development. China has become the world's largest and most competitive beer market in the world. Increased income and urbanization offer good opportunities and conditions for China's beer industry in the next few years.China Resources Snow, Qingdao, Yanjing and other national and strong regional brands capture the market shares all over the country. Foreign capital has intensified the competition for the Chinese beer market.The world's second beer corporation merged the world's fourth-ranked beer corporation (AB-InBev, referred to as ABI) in November 19,2008. After the merger, ABI has more than 45 breweries, including over 30 brand, having branches and offices in more than 10 provinces. It also suffered attacks from a number of local brands from China Resources Snow, Qingdao, Yanjing and other national brands of attack. How to build and manage effective marketing channels and master terminals is an important work facing in front of ABI.This paper analyzes China's beer industry status, characteristics and trends, combined with the ABI beer and external environment analysis. And I did the research of ABI beer marketing channels from the aspects of selection and assessment of the wholesalers and dealers, the terminal building and promotion, sales logistics management, channel profits distribution,, sales team building. I proposed the trend of ABI channel construction. I combined theory and practice, hoping the paper will be significant for marketing channel construction and management of beer corporations.