Research On Marketing Channel Optimization Of BW Beer In Yunnan

Beginning in early 2002,beer production and sales in China than in other countries,ranking first in the world,after a period of rapid development,China's beer production and sales decline,to 2014 for the first time in 24 years of negative growth.2015 beer consumption fell 5.1%,2016 1-5 month beer consumption still showed a slight downward trend,based on this,the well-known beer BW beer as the object,through the investigation of the Yunnan environment,how to optimize the marketing channel of BW brand in the fierce competitive environment,fast in Yunnan area to seize the market and the rapid growth of.This paper takes BW beer in Yunnan area how to optimize the marketing channel as the main purpose,starting from the basic theory of marketing channels,marketing channel management theory to carry out the research contents include:first,the development status of the beer industry at present,put forward the research purpose and significance;second,using the marketing channel and other related knowledge the related theory to make clear,provide a theoretical basis for the following BW and beer in Yunnan area analysis;third,analysis of BW beer market in Yunnan;fourth,three scenes of beer consumption,accurate analysis of the target market and the marketing channel status in Yunnan area;fifth,the target market for A+,AB,CD are classified according to their classification,characteristics of different marketing channels are put forward optimization suggestions;sixth,Yunnan area real channel optimization Safeguard measures.This topic through the use of a variety of research methods on the status quo of BW beer in Yunnan area are analyzed,and then puts forward suggestions to optimize the marketing channel of BW in the Yunnan area,I hope this project can provide a desirable place for BW days after the beer marketing strategy,but also hope that this article can provide reference value for beer counterparts or FMCG companies.