Study On Optimization Of Beer Marketing Channel Of W Company

As China's economy is facing increasing downward pressure,the beer industry has entered a downturn and the market environment has become more difficult.However,at the same time,the transformation and upgrading of China's industrial structure,the continuous optimization of the consumption structure,and the promotion of structural reforms on the supply side have also pointed out a bright road for the Chinese beer market.In the context of the rapid economic development in Shaanxi and the western region,the level of beer consumption has also increased year by year.Many domestic and foreign beer companies have entered Shaanxi,and the market competition has become increasingly fierce.With the rapid development and changes in the market,marketing has become an important way for companies to gain competitive advantage.Creating excellent marketing channels and adjusting them in accordance with changes is the key to winning the market.First of all,this article selects W company beer company marketing channel as the research object,carries on the detailed investigation and research to the W company and its marketing channel status,discovers that the marketing channel has certain drawbacks in the management and the operation and so on,including the lack of long-term market development.The issues of planning,single member types,poor management of channels,and weak market promotion capabilities.Second,through the analysis of the company's macro development environment,industry development environment,and internal resources,SWOT analysis is used to identify relevant opportunities and challenges as well as strengths and weaknesses to provide theoretical and practical foundations for channel optimization.Thirdly,through the WTP's STP analysis,its segmentation market,target market and product positioning are determined,and the purpose of its optimization channel is to further expand the market,increase its brand awareness,and enhance market competitiveness.Based on this,it is proposed that the W company's optimization measures are to construct four paths:optimization of organizational members,structural optimization,cost optimization,and management optimization.Among them,the optimization of organizational members from the scientific division of labor and the implementation of responsibilities,the establishment of performance and assessment system,and strengthen the relationship between the three aspects of marketing analysis,structural optimization from the length of marketing channels,the width of marketing channels and the breadth of marketing channels analysis,cost optimization from modem management Reduce costs,reduce costs with technology,and rationally allocate human resources to reduce costs for analysis.Management optimization is optimized through the optimization of channel organization management and channel member management optimization.Finally,safeguard measures are proposed in terms of systems,personnel,and information construction.The effective operation of the marketing channel is the key guarantee for the company to continuously forge ahead,and at the same time it should continue to optimize and upgrade as the market demand changes.This article hopes to provide suggestions for beer-related companies in terms of marketing,channel optimization,and further broaden their thinking for marketing management innovation.