啤酒企业市场操作实战纲要（Beer enterprise market operation practice outline）.docVIP

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啤酒企业市场操作实战纲要（Beer enterprise market operation practice outline）.doc

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啤酒企业市场操作实战纲要（Beer enterprise market operation practice outline）

啤酒企业市场操作实战纲要（Beer enterprise market operation practice outline） First, from the marketing From EMKT. Com. Look at the point of beer cn If you look at the beer from a professional point of view, the focus will just raw materials and wine. But from the point of marketing to beer, a lot of things interesting. In the FMCG industry in all, the beer industry is very characteristic, is an industry between beverages and liquor. Special summary of beer, summarized as follows: The first: product features. 1 beer has a strong consumer characteristics. With the liquor, Wine compared, beer consumption is the most broad breadth. In all the liquor products, the consumption of beer is the largest domestic per capita consumption of nearly 30 liters. The scope of consumption is no longer affected by gender, age limitation, is a higher penetration of consumer goods. 2 because of the rapid development of economy, the beer is no longer as a luxury, limiting the consumption of beer economy is not obvious. The 3 season difference gradually narrowed. Second: the characteristics of logistics. Beer is a kind of typical heavy materials. The logistics cost occupies the entire cost of sales 1/5. Is the main logistics link: A from the enterprise to the transport cost of B between dealers from the dealer to the terminal LTL distribution cost. In the logistics cost, the beer is different from other industries is that the beer industry is a two-way transport cost. A: beer transport. B bottle recovery. The characteristics of this special logistics determines the human cost in sales of beer than other beverages, liquor and other industries to a large number of. Therefore, many enterprises in the low cost logistics system, such as Tsingtao Brewerys Laoshan beer, began a large-scale listing in 02 years, the local market is not the way back to the bottle, bottle to rely on natural way to solve the distribution dealer heavy, dealer distribution as long as the finished wine, good money can, instead of loa