Research On Marketing Channel Of A Brand Beer In Henan Province

With the rapid development of the world economy,increasingly fierce competition between enterprises,and abroad flocked to big brands,big enterprises,China's domestic market competition is becoming increasingly fierce,especially fast moving consumer goods industry,its marketing environment,marketing ideas and marketing strategies and tactics are notable changes have taken place.As an important market competition enterprise resources,increasingly highlight the importance of marketing channels.To some extent,you can say.who control the channels,who won the market".In this paper,the author in a brand beer in Henan Province during the period of working convenience,the Henan Province marketing channels were investigation and research,on the basis of the actual market channel status and existing problems of enterprise,combined with the related theory of marketing channel results.innovation is proposed based on short channel depth distribution pattern of change strategies and from the channel of the actual operation level,selection of channel members,the manufacturer of functional division of labor,the channel member motivation and channel security and control process are described,in order to establish marketing channel management system and safeguard measures.Through the analysis,this paper finally draws the conclusion,in the face of the fierce market competition,in order to stabilize the market,increase sales,a brand beer company must on marketing channel mode of redesign and improve the management system,so as to achieve the effective control channels operating costs,maximize enhance the operational efficiency of the channel,and through the refinement of the management of marketing channels,the rapid increase of the market competitiveness of enterprises.Marketing channel is one of the most important resources of enterprises,and efficient marketing channel management can help enterprises to establish competitive advantage in the market,the marketing channel in the operation of the market is not a constant of,but varies with the change of market competition,marketing channel mode itself is not good or bad,only suitable and not suitable for,enterprise in different stages of development and according to the market environment choice the most suitable for their own marketing channel mode.The research of this paper hopes to provide some reference value for the marketing channel design and management of domestic beer enterprises,and also provides the direction for the improvement of the distribution channel mode of the fast moving consumer goods industry.