Research On The Optimization Strategy Of Snow Beer's Marketing Channels

At present,Beer market of China is the world's largest beer market,the beer consumption for the whole year is twice of U.S ranked second in the world market.Although the size of the beer market is far more than other countries,but our country's beer consumption level is not high,the main body scale still staying below middle,beer enterprise's competition still doing market scale,the low level of price war against competition stage,the marketing channel advantage is not obvious.Though a lot of beer enterprise marketing channel mode has been from the earliest stages for the depth distribution,but most companies still more extensive distribution model,the depth of the depth distribution of the "depth" grasp accurate enough,just use the depth distribution of "shape",and did not grasp the depth distribution of "god",although the construction of channel invested a lot of manpower and material resources and money,but the efficiency of the channel and channel quality did not improve much.Snow Beer company is the typical representative of the Chinese domestic beer enterprise,the depth distribution model,introduced many years ago,but also made the mistakes of other beer enterprises.In recent years,in order to stabilize the market status and cope with the challenge of competing goods of low price and channel construction investment and pay for the channel is more and more big,the enterprise's profit ability has been squeezed,channel bottleneck in the development of more and more highlighted.At present,the snowflake beer while ahead of other beer enterprise in sales,but in the aspect of channel construction and development also faces challenges.This paper firstly state the basic theory of channels,the channel mode theory and management theory to do the sorting of the channel and elaboration,and then was analyzed by using the PEST model in the overall environment of the Chinese beer industry and the development direction,the beer industry present a variety of distribution model is presented and discussed.Next combined with my in the consumer sector nearly 10 years of experience in actual combat,channel management in China resources Snow Beer company in Jiangsu province as an example for the Snow Beer channel mode and channel management optimization research.Study first describes the Snow Beer company is now in Jiangsu marketing channel efficiency is not high,the depth the distribution effect is not obvious,low return on investment of the status quo,analysis of the reason is that the Snow Beer beer company in Jiangsu province to implement comprehensive depth distribution model many problems and deficiencies.To solve these problems,combined with the SWOT analysis,and other well-known successful experience for the deep distribution of the FMCG companies,formulate measures of adjustment and optimization of channel mode and channel management,so as to improve the Snow Beer channel efficiency and competitive advantage.The research results show that good channel strategy is not only a good channel mode,more important is according to the specific condition of each segment of the market to make the channel mode matching the detailed plan,and constantly optimize;Good depth distribution is enough big organization,not just enough of the sales staff,more important is the best channel layout should be suitable for each area,to match the applicable way of management,and quantitative management,process management,information management,and strict management,constantly review,feedback and improve at the same time,the economic benefits of can play a good channel mode,continuously improve the return on investment channels.Finally,on the basis of the beer industry in some emerging channel mode and channel relationship,the development trend of beer channels in the future were discussed.