A Study On HJ Beer Marketing Channel Optimization

China is an important beer production and consumption country in the world,since 2005,China’s total beer production and sales have shown a significant growth trend,and reached a peak in 2013,the total output and sales volume have exceeded 50 million kiloliters.After 2013,with the upgrading of the product structure of various domestic brewers,China’s beer industry has gradually developed into a relatively balanced market pattern.In2021,the consumption contribution of China’s beer offline channels will be nearly 90%,but due to the limited resources of the channels,beer manufacturers have always placed the dispute over marketing channels in an important position in the development of enterprises.As a regional private enterprise in Lvliang,HJ Beer was established in2004,focusing on beer production,with a production scale from small to large,and the variety of products is increasingly rich.Based on the entry of wellknown beer brands at home and abroad into the Lvliang area,in order to gain the initiative in the fierce market competition,HJ Beer has listed the construction of marketing channels as the key market strategy of the enterprise.However,the marketing channel strategy currently used by HJ Beer is backward,it is difficult to meet the competition and development needs of the Lvliang beer market,and the marketing channel strategy needs to be adjusted urgently,so that HJ Beer can get rid of the shackles and continue to develop.Based on the theory of channel structure,channel conflict and channel member management,this paper integrates the latest research results of the academic community in the field of marketing channels,and based on the current development status of HJ beer,the literature research method,investigation analysis method and case analysis method are used,etc.,taking HJ beer company in Lvliang as the research object,through market research and company interviews,analyzing the problems existing in HJ beer at the marketing channel level.Based on the above analysis and research results,this paper concludes that HJ Brewery’s current marketing channels have the following three levels of deficiencies: at the level of channel structure,HJ Brewery’s traditional channels currently have more levels and insufficient service capabilities for terminal stores;there are vertical channel conflicts,horizontal channel conflicts and multi-channel conflicts at the channel conflict level,so the problem of channeling is becoming increasingly prominent;at the channel member management level,distributor selection and establishment lack of clear standards.Moreover,there is a lack of a perfect performance appraisal and evaluation system for dealers.In view of the above problems,this paper gives targeted improvement countermeasures from three aspects: in terms of channel structure,channel conflict management and channel member management,this paper optimizes the structure of HJ Beer’s traditional channels and modern channels;in terms of channel conflict management,this paper proposes optimization strategies from three aspects: management mechanism,sales policy and traceability technology;In terms of channel member management,this paper improves HJ Beer’s establishment criteria,selection criteria and assessment and evaluation system for channel members.Finally,this paper puts forward safeguard measures for the optimization of marketing channels from three aspects: organization,team building and accounts receivable.The marketing channel optimization measures have achieved initial results after nearly a year of trial implementation by HJ Beer.In terms of the application value of the research,this paper is based on the theory related to marketing channels,which can not only enrich the channel research of the beer industry,but also provide the basis for the channel improvement strategy of regional small and medium-sized beer enterprises,explore how small and medium-sized beer enterprises can better adapt to the municipal market through the optimization of channel strategy,and lay a solid foundation for entering the provincial market and even the larger regional market in the future.