啤酒行业渠道的模式探析.docVIP

啤酒行业渠道模式探析 周升富 市场营销 学好：060704005 指导教师：涂艳红 摘要：随着我国经济的发展和市场的逐步开放，啤酒行业迎来了新的春天，企业之间的竞争也空前激烈，啤酒行业是我国竞争最激烈的行业之一。近几年，行业整合的步伐加快，行业的集中程度也逐渐提高。啤酒业已有各地方市场垄断性割据向着区域性市场割据和全国性寡头的方向发展，这对整个中国啤酒行业来说，无疑是增强了行业的全球竞争力，有利于中国啤酒产业走出国门，走向世界，啤酒的营销渠道已经从一元式向多元式发展，即从以前单纯地依靠经销商渠道的模式转变成为以经销商渠道模式为基础，直销模式、直销与经销商代理混合型模式。经销商模式目前存在的一些问题：部分渠道链仍显过长，运距远、管理难度大；部分一批商终端意识还强，不愿意直接做终端，只靠二批和三批将产品销到终端；直供模式发展速度还较慢，企业对终端的控制力不强。营销 Research on the channel mode of the beer industry Abstract：As Chinas economic development and the market will gradually open up the beer industry ushered in a new spring, the competition among enterprises is also an unprecedented fierce beer industry is Chinas most competitive industries. In recent years, accelerating the pace of industry consolidation, the industry concentration also increased gradually. Beer has been a monopoly of the local market towards the regional market separatism separatism and national direction of oligarchy, which is the Chinese beer industry as a whole is undoubtedly enhance the global competitiveness of the industry is conducive to Chinas beer industry abroad towards the world of beer marketing channels has grown from a dollar-type to the multi-type development, the transformation from the reseller channel simply relying on the paradigm shift into a reseller channel model-based, direct marketing models, direct marketing agent and distributor of hybrid models. Dealers models are a number of problems: Some channel chain continued to show too long, the transport distance away, difficult to manage; some terminal sense of a group of dealers is not strong, and do not want to do a direct terminal, alone, and the second groups of three batches will be product and sold it to the terminal; Supplying model of development rate was also slow, business-to-end control is not strong. Through the marketing channel mode analysis of relevant theories, combined with the current beer market in the form of marketing channel model shows the importance for enterprises, companies on