Research On Marketing Channel Mode Of Yanjing Beer In Shihezi,Xinjiang

The beer industry is developing rapidly in China,and the market competition is becoming more and more fierce.Large enterprises acquire small enterprises,foreign enterprises acquire small domestic enterprises,and some start to locate and build factories in each province and city.Since the 1990 s,enterprises in the market have occupied the market mainly through the competition of products and prices.With the continuous improvement of the product system in the market and the steady state of prices,the price difference of products between each enterprise is not very different.After this situation,the competition between enterprises turns to the competition between brands and channels.Beer is a fast-moving consumer product.The industry is characterized by speed,not only if the product is fast Fast to the terminal shelves,but also to be able to quickly attract consumers,so that consumers can quickly purchase and use,such characteristics test the channel capacity of enterprises.Therefore,the channel mode is very important,choosing the channel mode suitable for the market can quickly occupy the market,so-called," get the channel to get the world ".Yanjing Beer,founded in 1980,has become one of the largest beer enterprise groups in China.The first branch of Yanjing Group in Northwest China is Xinjiang Yanjing Beer Co.,Ltd(referred to as Xinyan Company),which belongs to the 22 nd branch of the Group.In March 2006,Yanjing headquarters decided to spend 570 million yuan to build a 200000-ton annual beer project in Shihezi Economic and technological Development Zone.After several years of continuous investment and expansion,the project has produced250,000 tons of beer per year and 50,000 tons of malt per year,with market share Up and down.But as the market economy continues to be depressed in recent years,beer companies are gradually increasing in Xinjiang,and the sales volume of Xinyan Company has declined rapidly,especially the base of Xinyan Company,and the Shihezi market is more obvious.How to reverse this situation and find some problems in marketing channels is the starting point of this article.Based on the analysis of the current situation and environment of Shihezi market,this paper finds out the problems of Xinhezi market channel model,such as the increasing problem of channeling goods between dealer regions,which leads to the unstable price of some products,the decrease of marketing terminal profit and the unwillingness to cooperate.Based on the analysis of the problems existing in the marketing channels of the company,the root causes of these problems are found out,and the solutions are put forward pertinently.The author designed a questionnaire for Shihezi of Xinyan Company Members of the market channel and the company's marketing managers conducted a questionnaire survey,in addition to the selection of representative influential people among them for face-to-face interviews.Through the analysis of the results of the questionnaire and the interviews of these people with rich experience in the industry,the problems existing in the channel are found in a deeper level,and the corresponding solutions are studied for these problems.Through the argumentation and analysis in the article,the author draws the final conclusion.The current market situation of Shihezi is not very optimistic.But for Xinyan,Shihezi market is the base of Xinyan company again,must break the present unfavorable situation,turn around market,under the new environment,the original marketing channel mode of Xinyan Company presents various drawbacks and needs to be redesigned.The author is responsible for the marketing channel management in Shihezi area all the year round,and designs a new marketing channel mode in the article combined with the environment,which can effectively control the operating cost of the channel,maximize the efficiency of the channel and improve the market competitiveness of the enterprise.