In the real study and work, everyone has written papers, so we must be familiar with all kinds of papers. Writing papers can cultivate our scientific research ability. So how to write a general paper? The following is a paper on the problems existing in the marketing channels of beer enterprises and the strengthening measures. I hope it helps you.
abstract:
Beer industry is one of the most competitive industries in China. In recent years, with the promotion of global economic integration, the sales model of beer industry has bid farewell to the original development model. Strengthening management and reforming marketing channels are the inevitable requirements for beer enterprises to adapt to the changes of market economy and enhance market competitiveness. Starting from the significance of the research on the marketing channels of beer enterprises, this paper analyzes the shortcomings of the current beer marketing channels, and puts forward effective reform measures to establish the dominant position of the channels, improve the product coverage and realize the economic benefits of enterprises.
Key words:
Beer enterprises; Distribution channels; Channel analysis;
1, Research Summary of Marketing Channels of Beer Enterprises
China beer market has a huge sales volume, and the competition in China beer industry is becoming increasingly fierce. In today's market conditions, with the continuous enhancement of product intensification, the factors such as beer product quality, price and cost performance are no longer the decisive factors for enterprises to establish competitive advantages, and the construction of marketing channels has gradually become one of the decisive factors for market competition. The coverage, image display and marketing of beer products are inseparable from the support of marketing channels. The construction of marketing channels is the most important thing in the marketing management of beer enterprises, which determines the present and future development of beer products. The marketing channel of beer enterprises is a group of interrelated organizations that deliver beer products to consumers, including wholesale institutions, retail places and trade agents.
Beer is a kind of fast-moving consumer goods, which has a wide circulation field and many links, and its marketing channels are indispensable. Marketing channels are influenced by macro-environmental factors, enterprises and their products, target market coverage, fierce market competition, retail terminal density and consumers' beer consumption habits. According to the organizational form of marketing channels, enterprise marketing channels can be divided into direct selling, distribution and consignment, among which distribution is the most widely used channel management model. Marketing channel is a bridge between beer enterprises and final consumers. Although it is one of the 4Ps in marketing, it is a decisive factor in many markets because of its large sales volume, high weight and low involvement. If beer enterprises want to maintain their competitive advantage in the market economy, they must deeply study marketing channels, strengthen marketing channel management and terminal control, innovate constantly and improve their comprehensive competitiveness.
2. Problems existing in the current marketing channels of beer enterprises.
(1) There is still much room for improvement in the marketing channel management of beer enterprises. The development of marketing channels of beer enterprises has failed to keep up with the progress level of commercial civilization of the whole society. Some channels only rely on the expenses of beer enterprises to maintain retail terminals, lacking long-term planning, low internal management and terminal management, and poor effectiveness of terminal control. The rights and obligations of both parties in the terminal cooperation agreement are not clear, so it is difficult to form effective constraints. Too many levels of channels, poor stability, serious commodity smuggling and price confusion; The channel layout is extensive, the structure is single, it is complacent and lacks standardized market operation; Customer stratification can not be effectively carried out, the mobility of marketing personnel is large, and the key terminals lack long-term tracking and maintenance by special personnel, so it is difficult to find and solve problems in real time, and the service awareness is poor and the level is low; In recent years, the production capacity of beer products has increased too fast, product price competition is still relatively common, product identity is strong, enterprise promotion benefits are unsustainable, channel conflicts are serious, and the driving force of end consumers is insufficient; The channels are complex and the regions overlap, so it is difficult to guarantee the sales share. Under the traditional business model, the terminal mainstream beer adopts the sales channel of sales company-first-class wholesaler-second-class wholesaler-third-class wholesaler-consumer. The economic strength of product distributors in key links is limited, the distribution rate of terminal combination is low, and they are in the competition of many beer enterprises, and the brand stickiness is insufficient; The traditional sales platform has serious defects, the dealer's "specialization" is insufficient, the sales profit is decomposed layer by layer, the profit of the second and third wholesalers at the end of the sales channel is low, the market base in some areas is weak, and the sales force is insufficient. (2) The supporting construction of marketing channels is not in place. Marketing channel is a systematic system, which needs the cooperation of sales system, marketing decision-making system, logistics support system and management control system. At present, beer enterprises are facing the contradiction between capacity growth and backward marketing channels. The contradiction between supply and demand has become increasingly prominent, and the marketing support system has insufficient resource allocation capacity, loose management, backward information collection means, low level of informatization, slow market response, or problems that cannot be found in time or solved have seriously restricted the development of beer enterprises. (3) The ability level of the marketing team is uneven. On the one hand, the formation of marketing channel business team is lagging behind, some marketers have poor professional ability, are indifferent to service terminals, are not good at fine operation according to the characteristics of retail terminals, and the daily development and maintenance of retail terminals are insufficient; On the other hand, the construction of beer enterprise marketing performance appraisal system needs to be improved urgently, the enthusiasm and initiative of marketers are not strong, and the motivation of innovative marketing work is insufficient.
3. Strengthen the marketing channel development strategy of beer enterprises.
(1) Strengthen the construction of marketing channels. Beer enterprises should pay attention to the reform and innovation of marketing channel structure, marketing channel organization and marketing channel management, build a reasonable channel layout, clarify the market channel model, strengthen the standardized management of channel members, optimize the resource allocation of beer enterprises, clarify the regional development goals, expand the product radiation radius and improve the channel operation efficiency; Pay attention to brand building, brand strategy, optimize product structure, subdivide market, enrich product line, realize full subdivision coverage of target market, cater to personalized and diversified market demand of beer market, and realize brand leadership; Distinguish the high, middle and low-end markets and adopt different marketing strategies to establish distribution channels to ensure the effective implementation of enterprise marketing strategies; Strengthen channel assessment, improve the key account management system, highlight the management and maintenance of key channels, effectively strengthen channel management, establish a strategic partnership with channel members, actively build a systematic terminal information system, innovate marketing methods, open the network channel platform, and enhance the profit space of channel members.
(2) Strengthen the construction of supporting systems and systems. Beer enterprises should conduct in-depth investigation and study, establish a scientific and standardized channel management system according to their own characteristics, establish channel management rules and regulations, pay attention to the development and maintenance of terminal places, standardize market operation mechanism and optimize market atmosphere; Use big data and information technology to analyze the market and promote timely feedback of sales channel problems; Improve the human resources support system, strengthen marketing logistics support, and improve the scientific level of decision-making and response speed.
(3) Pay attention to the marketing channels and the team training of beer enterprises themselves. On the one hand, guide the beer channel to broaden the introduction and training path of excellent marketing talents, and build a professional channel marketing team with strong business ability, high loyalty and stability; On the other hand, we should attach importance to the training of beer marketers, strengthen their business knowledge and skills, ensure the high quality and efficiency of their own marketers, and then promote the progress of channel marketing teams and enhance their comprehensive competitiveness.
4. Concluding remarks
To sum up, strengthening the research on marketing channels is an inevitable requirement for beer enterprises to improve their competitiveness and ensure their sustainable development and long-term success. Enterprise marketing managers should strengthen the construction of marketing channels, improve the supporting system and cultivate excellent marketing talents, so as to optimize enterprise marketing channels and ensure enterprises to occupy an advantage in the increasingly fierce market competition.
refer to
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