Based On Short Routes And Depth Distribution Of The KW Beer Marketing Channel Model Study

With the rapid development of the world economy, increasingly fiercecompetition between enterprises, and abroad flocked to big brands, big enterprises,China’s domestic market competition is becoming increasingly fierce, especially fastmoving consumer goods industry, its marketing environment, marketing ideas andmarketing strategies and tactics are notable changes have taken place. As an importantmarket competition enterprise resources, increasingly highlight the importance ofmarketing channels. To some extent, you can say "who control the channels, who wonthe market."This to KW beer company marketing channel currently status and exists ofproblem for research object, used investigation and enterprise case research phasecombines of method, to channel theory for guide, to author in KW beer companywork during of actual case and the investigation for based, on existing channel modefor qualitative analysis, find existing channel mode requires and channel set situationZhijian exists of contradictions, and through on existing channel main members andthe marketing management personnel for interviews type questionnaire research,Focus markets functioned mainly as "unsatisfactory", an in-depth analysis of thecausation and correlation factors to arrive at the currently-existing problems. Forenterprise market channel status and exists problem, innovation made "based on shortchannel of depth points pin" mode of change countermeasures, and from marketingchannel of actual operation level, on channel members of select, and manufacturersfunctions of Division, and channel members of incentive, and dealer of assessment,and channel of right and the control, process for has described, thereby established upmarketing channel of overall management system and the effective implementationguarantees programme.Through analysis, this eventually came of conclusions is, face fierce of marketcompetition, to stable market, upgrade sales, KW beer company must on marketingchannel mode for again of design, perfect management system, such to reachedeffective control channel operation cost, maximum to upgrade channel operationefficiency of purpose, and through refinement marketing channel management, helpenterprise fast upgrade market competitiveness and promotion enterprise of benigndevelopment. This study on the design and management of most of the domestic breweries marketing channels have important practical significance, but also for thebeer industry to design, improvement and innovation of marketing channel mode toprovide discussion material.