Research On Marketing Channel Management Of China Resources Snow Beer Yunnan Marketing Cente

With the improvement of the national economy and the increasing improvement of people’s living and consumption standards,great changes have taken place in the habits of beer consumption.According to the Euromonitor industry analysis database,China’s beer capacity showed a downward trend from 2013 to 2020.In 2020,China’s beer sales were about 43 million kiloliters,a year-on-year decrease of 7.0%.The decline in total volume has caused the decline in the profitability of major beer manufacturers.Among them,several leading enterprises snowflake,Qingdao,Budweiser,Yanjing and even some small beer enterprises have reduced their factories and increased their efficiency.Facing the huge pressure of the decline in total volume but increased profits,they have to give play to innovative marketing models and channel models to achieve high-end products and ensure the rise of total profits.Combined with the theoretical knowledge of modern marketing,the development of Yunnan beer industry and the actual sales of snow beer in Yunnan,this paper analyzes the advantages,disadvantages,opportunities and threats of the competitive environment through SWOT analysis,comprehensively and deeply analyzes the external environment by PEST method,and draws relevant conclusions through the full analysis of the questionnaire data results of the dealer customer demand survey.Through the analysis of this paper: on the premise of combining their own advantages and characteristics,enterprises establish a channel selection mechanism;Optimize channel mode selection;Strengthen the improvement and training of dealers’ business ability;Improve the management of internal price and prevention and control of fleeing goods;Set up effective incentive measures;Implement the assessment and evaluation of dealers;Improve the internal management ability of the company;Through the management,optimization and mechanism establishment of the above seven ways,we can finally ensure the healthy development of snow beer in Yunnan channel and the continuous improvement of the company’s business ability.