Research On Marketing Channel Management Of Tsingtao Brewery

The domestic coutput and volume of the beer which is masses’ consumer goods consumption increase continuously, with the growth of the national income and the improving of people’s level in our country.Now, the output of beer is first in the world. But, the beer is no longer protected, as China joins WTO. How to participate in this competition? Analyze the advantage of the Tsingtao beer company, especially the tsingtao beer company have advanced method of the manage in distributor, Whole seller and the retailer. The company have improved the cooperation between channel members.and have controlled the retailer, direct or indirect.That is to say, real grasping the market, has promoted the rationalization of operation of channel.For such a large traditional industries, how to design an efficient distribution channel? How to carry out effective management of the channel to achieve the sales target?Based on the above questions, the basic ideas of the management of distribution channels. This article first introduces the basic theoretical framework of the channel, the formation of theoretical support. After Tsingtao Brewery’s corporate status, channel model and channel management were analyzed, and put forward the existing problems. Finally channel model, channel members management provides optimal so lutions, to Yantai typical market, for example, focuses on the analysis of channel conflict and channel member management of retailer terminal management approach.I give some advise of choosing the member and encouraging the member in the analyzing. Tsingtao Brewery must pay attention to channel management in distribution channel design, channel member management, especially in the channel of the terminal retailer management. I hope to give some beneficial enlightenment for the beer enterprises offers, through the channel members of Tsingtao beer.