啤酒企业市场操作实战纲要Beer enterprise market operation practice outlineWord格式文档下载.docx

啤酒企业市场操作实战纲要Beer enterprise market operation practice outlineWord格式文档下载.docx

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,limitingtheconsumptionofbeer"

economy"

isnotobvious.

The3seasondifferencegraduallynarrowed.

Second:

thecharacteristicsoflogistics.Beerisakindoftypical"

heavy"

materials.Thelogisticscostoccupiestheentirecostofsales1/5.Isthemainlogisticslink:

AfromtheenterprisetothetransportcostofBbetweendealersfromthedealertotheterminalLTLdistributioncost.Inthelogisticscost,thebeerisdifferentfromotherindustriesisthatthebeerindustryisatwo-waytransportcost.A:

beertransport.Bbottlerecovery.Thecharacteristicsofthisspeciallogisticsdeterminesthehumancostinsalesofbeerthanotherbeverages,liquorandotherindustriestoalargenumberof.

Therefore,manyenterprisesinthelowcostlogisticssystem,suchasTsingtaoBrewery'

sLaoshanbeer,beganalarge-scalelistingin02years,thelocalmarketisnotthewaybacktothebottle,bottletorelyonnaturalwaytosolvethedistributiondealerheavy,dealerdistributionaslongasthefinishedwine,goodmoneycan,insteadofloadingbottles,thenumberofbottles,andeventhenumberofhotelanumberofbottles,thefinalbill,butalsobecauseofafewbottlesofmoneytendtorecede,andthehotelNaoyicentschange.Backtothebottlebutalsoeliminatestheneedforaccesstoallthetediouswork,especiallyinthefierysummer.

Third:

channelcharacteristics.Beerconsumptionchannelisdifferentfromotherindustries.Themainconsumptionareasare:

Hotel,supermicro,asthemainstreammarket.Purchasetothenearestconvenience.Beerisbulky,lowvalueproducts,andtheliquorisdifferent,therearefew"

gifts"

function,theproportionofhouseholdconsumptionisnotmainstreaminthehigh-endmarket（excludingrural）.

Comprehensivebeerconsumptionterminal,canbedividedintodrinkingandnondrinkingterminalterminaltwo!

Inthetraditionalchannel,enterprisesareusingthreechannelmodea+two+terminal.Thismodelfeaturesextensivemanagement,highcost,slowreaction.

Fromthecurrentdevelopment,shortenthechannellevel,smallregionalmanagement,directsupplyterminalshavebecomemainstream!

Fourth:

marketingcharacteristics.Duetothecharacteristicsofbeerisbetweenliquor,beverage,italsohadthisfeatureinmarketing,beverageindustryandliquorindustrymainstreampopularityofintensiveandmeticulousfarming,isstillfightingpath.Mixedproductofbeerindustrymarketingisalmosttwo.

Inthepriceoftheproductline,thebeerisdifferentfromtheplaceliesinthepricelineofliquorisveryshort.Arethecharacteristicsofmainstreamconformityintheconsumerpriceperceptionsuchas:

hotelasanexample,thenorthernmarketconcentratedin3-5yuanforthemainstream,but10yuanmorethantheproportionofonlyfortheconsumptionproportionof1/100（exceptthenight）.

Inthetaste,thechangingtastesofbeeranddidnotformtheflavouroffixed,noliquorcellarfragrance,flavoranddifference.Buttheregionalcharacteristicsandepidemiccharacteristicsofbeertasteisobvious,suchasapopular10degreesand11degrees,andintheSouthmarketofthepopular6-7lowlightbeer.

Attwo,fromtheperspectiveofbeermarketing

Becausethehybrid'

ssake,beerindustrymarketingiscomplex.Thatsomeonemadesuchafeeling:

madeofbeer,

Donotmeanotherindustries!

Inthefastsellinggoodsindustry,beverageindustryin101Coca-Cola,Wahahachannelalliance,includingthecurrenthotWangLaoji'

s"

pathwayprecision"

astherepresentative,theinterpretationofthesuprememartialartsalmostwholefmcg.Inthebeverageindustry,thewholeindustryof"

martialarts"

isnotonlythegap,gapisdifferentgenres.Butinthebeerindustry,themartialartsofthegaparegreat,anddonotformtheirownschools.

1,dealers.

Thedealerforenterprises,isalovehaterole.Thebigbullyshopcallsasonefalls,anotherrises!

Didthebeerindustrydealerswillhavealotoffeelings!

Makegreateffortscannotmakealotofmoney!

Heavybeeroftenletthedealersscarred-cutglassbottleexplosion,etc..Thehotdays,thegreatertheamountoflabor,handling,transportation,bottling......Dealersgraduallylosetherighttospeakandbecomethetoiloftoday,whetheritcanbeneglected,orevenignored?

Thedealeristheemployeeoftheenterprise,dealerstaffistheenterpriseemployees!

Enterprisemarketingwillcarryout,notonlyintheenterprise'

sownforces"

dealersatthislevelismoremercenariesshouldmakeefforts,including:

dealertraining,dealerdealerassessment,improveinternalmanagementetc..Suchas:

abeerdistributor'

s3businesspersonnel,eachbasicsalaryof800yuan,accordingto0ofsales.3%commission.

So,thereisonlythedealersoldgoods,lowpriceproductsandother"

vices"

newenterpriseorhigh-endwinetopromoteineffective!

Inordertosolvethisproblem,companiesinpushingnewproducts,thedesignofchannelprofitsatthesametime,setasideaportionofthedealerincentives,tosingleCommissionaccordingtovariety,whencombinedwiththenewdealerdistribution,onedaybeabletocommissionhundredsofyuan,thereward,thenewdistributionimmediate!

Inconventionalmarketingmanagement,totheterminalpromotioncanopenthedoors,butoftenignoretheincentivefordealers,anddistributorsofstaff,onlyneedaverysmallstimuluscanreachtheeffect!

Theestablishmentofawiderangeof"

UnitedFront"

to"

unitethepeople"

isthebest!

2,consumers-

Aconsumerchoiceoftenisnottheirown.Becauseofmonopoly,packageandotherpromotionsareahotelmeettheeyeeverywheresellabeerphenomenon!

Bdon'

tknowbestwhatisthetasteofbeer.Beerislikeamagicwater,butdidnotformafixedsenseoftastecharacteristics,consumptionandenvironmentarecloselyrelated,suchas:

drinkingbeerinwhatplace,whatisthekeytodrinkbeerwhattemperaturetemperature.

Cinthelow-endmarket,beerconsumptionisnotstrongdependenceonbrand.Thedeterminingfactoris:

realestateplotandtheherdmentality,thelattermainlydependsonthesizedistribution,namelyCoca-Colamarketingninewords-tosee,tobuy,wantto!

3,salesandprofits

10thousandtonsofbeeriswhatconcept?

Halfacounty-levelcitysales!

Stronggrowthinbeerconsumption,theconsumptionofthepenetrationratewasgraduallyexpanding.Oneofhundredsoftonsofcompanies,requiringonlyamarketlevelisenough,withregardto:

Thelong-rangestrikecapabilityofAbeer,colainthebeverageindustry,thescopeofmarketingisestablishedaccordingtothebottlingplant,futurebeermarketingmodelistoseparatemarketingstageoverbeerproductionsystemwillserveasanindependentsocialdivisiontoappear!

Bcoveragehighermarket,profitabilityislarger,conversely,isweak!

Tobuildastrongbaseinthemarketisthebestguaranteeforenterprisehematopoieticcapacity.Theacquisitionorconstructionbranch,"

Bunker"

isthefuturemainstreammarketpromotion!

Smallbusinessesplayguerrillawarfarewillgraduallywithdrawfromthestageofhistory!

Analysisofthreemainstreambeerenterprises,marketingmode

Thebeerindustryiscurrentlythemainstreammarketingmodelisthedepthofdistribution.

Whatisthedepthofdistribution

Asthedepthofdistribution,

Isthemanufacturerforadistributionnetworkoperationmodedeepparticipation,dominant.Intheconsumerdepthofanidealdistributionmode,themanufacturerisresponsibleforbusinessmanagement,networkdevelopment,terminalmaintenance,displayandpromotionoftheimplementationofthemainwork,thedealerisresponsibleforpartofthelogisticsandcapitalflow.

Basedonthedepthdistribution（outline）

1linevisit

2vividwork

3separatepromotions

Themainwayistheimplementationofthemanufacturerssales,dealersresponsiblefordistribution.

4channelplanning

CirculationchannelHotel

Microcirculationclassification:

super,super,wholesalemarket,

Hotelclassification:

Ashop,Bshop,Cshop.

Withthechannelmonopolypolicy,totheabsolutecontrolofthecommandingheightsofthemarket!

5marketplanning

Ourmarketisdividedinto:

thebaseoftheexternalmarketmarkettargetmarket

Thebaseofthemarketbasedonthedefensive

Thefocusofattacktargetmarket

Theexternalmarketnaturalinfiltration

Whatisthelinetovisit?

Thelineistheembodimentofenterprisemarketingwillvisitandbrandstrategymanagementplatform.

Astrategywillcleartheenterprise,isboundtoachieveorrealizethroughtheirownmarketingplatform.Inthetraditionalcombatpathway,thedealerasthebasisofenterprisemarketingplatform,whenwilldemonstratethemarketingandbrandstrategy,andenterpriseactionarenotconsistent!

Suchas:

enterprisetolaunc