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

1、, limiting the consumption of beer economy is not obvious.The 3 season difference gradually narrowed.Second: the characteristics of logistics. Beer is a kind of typical heavy materials. The logistics cost occupies the entire cost of sales 1/5. Is the main logistics link: A from the enterprise to the

2、 transport cost of B between dealers from the dealer to the terminal LTL distribution cost. In the logistics cost, the beer is different from other industries is that the beer industry is a two-way transport cost. A: beer transport. B bottle recovery. The characteristics of this special logistics de

3、termines the human cost in sales of beer than other beverages, liquor and other industries to a large number of.Therefore, many enterprises in the low cost logistics system, such as Tsingtao Brewerys Laoshan beer, began a large-scale listing in 02 years, the local market is not the way back to the b

4、ottle, bottle to rely on natural way to solve the distribution dealer heavy, dealer distribution as long as the finished wine, good money can, instead of loading bottles, the number of bottles, and even the number of hotel a number of bottles, the final bill, but also because of a few bottles of mon

5、ey tend to recede, and the hotel Naoyi cents change. Back to the bottle but also eliminates the need for access to all the tedious work, especially in the fiery summer.Third: channel characteristics. Beer consumption channel is different from other industries. The main consumption areas are: Hotel,

6、super micro, as the mainstream market. Purchase to the nearest convenience. Beer is bulky, low value products, and the liquor is different, there are few gifts function, the proportion of household consumption is not mainstream in the high-end market （excluding rural）.Comprehensive beer consumption

7、terminal, can be divided into drinking and non drinking terminal terminal two!In the traditional channel, enterprises are using three channel mode a + two + terminal. This model features extensive management, high cost, slow reaction.From the current development, shorten the channel level, small reg

8、ional management, direct supply terminals have become mainstream!Fourth: marketing characteristics. Due to the characteristics of beer is between liquor, beverage, it also had this feature in marketing, beverage industry and liquor industry mainstream popularity of intensive and meticulous farming,

9、is still fighting path. Mixed product of beer industry marketing is almost two.In the price of the product line, the beer is different from the place lies in the price line of liquor is very short. Are the characteristics of mainstream conformity in the consumer price perception such as: hotel as an

10、 example, the northern market concentrated in 3-5 yuan for the mainstream, but 10 yuan more than the proportion of only for the consumption proportion of 1/100 （except the night）.In the taste, the changing tastes of beer and did not form the flavour of fixed, no liquor cellar fragrance, flavor and d

11、ifference. But the regional characteristics and epidemic characteristics of beer taste is obvious, such as a popular 10 degrees and 11 degrees, and in the South market of the popular 6-7 low light beer.At two, from the perspective of beer marketingBecause the hybrids sake, beer industry marketing is

12、 complex. That someone made such a feeling: made of beer,Do not mean other industries! In the fast selling goods industry, beverage industry in 101 Coca-Cola, Wahaha channel alliance, including the current hot Wang Laojis pathway precision as the representative, the interpretation of the supreme mar

13、tial arts almost whole fmcg. In the beverage industry, the whole industry of martial arts is not only the gap, gap is different genres. But in the beer industry, the martial arts of the gap are great, and do not form their own schools.1, dealers.The dealer for enterprises, is a love hate role. The b

14、ig bully shop calls as one falls, another rises!Did the beer industry dealers will have a lot of feelings! Make great efforts can not make a lot of money! Heavy beer often let the dealers scarred - cut glass bottle explosion, etc. The hot days, the greater the amount of labor, handling, transportati

15、on, bottling. Dealers gradually lose the right to speak and become the toil of today, whether it can be neglected, or even ignored?The dealer is the employee of the enterprise, dealer staff is the enterprise employees! Enterprise marketing will carry out, not only in the enterprises own forces , dea

16、lers at this level is more mercenaries should make efforts, including: dealer training, dealer dealer assessment, improve internal management etc. Such as: a beer distributors 3 business personnel, each basic salary of 800 yuan, according to 0 of sales. 3% commission.So, there is only the dealer sol

17、d goods, low price products and other vices, new enterprise or high-end wine to promote ineffective! In order to solve this problem, companies in pushing new products, the design of channel profits at the same time, set aside a portion of the dealer incentives, to single Commission according to vari

18、ety, when combined with the new dealer distribution, one day be able to commission hundreds of yuan, the reward, the new distribution immediate!In conventional marketing management, to the terminal promotion can open the doors, but often ignore the incentive for dealers, and distributors of staff, o

19、nly need a very small stimulus can reach the effect! The establishment of a wide range of United Front to unite the people is the best!2, consumers-A consumer choice often is not their own. Because of monopoly, package and other promotions are a hotel meet the eye everywhere sell a beer phenomenon!B

20、 dont know best what is the taste of beer. Beer is like a magic water, but did not form a fixed sense of taste characteristics, consumption and environment are closely related, such as: drinking beer in what place, what is the key to drink beer what temperature temperature.C in the low-end market, b

21、eer consumption is not strong dependence on brand. The determining factor is: real estate plot and the herd mentality, the latter mainly depends on the size distribution, namely Coca-Cola marketing nine words - to see, to buy, want to!3, sales and profits10 thousand tons of beer is what concept? Hal

22、f a county-level city sales!Strong growth in beer consumption, the consumption of the penetration rate was gradually expanding. One of hundreds of tons of companies, requiring only a market level is enough, with regard to:The long-range strike capability of A beer, cola in the beverage industry, the

23、 scope of marketing is established according to the bottling plant, future beer marketing model is to separate marketing stage over beer production system will serve as an independent social division to appear!B coverage higher market, profitability is larger, conversely, is weak! To build a strong

24、base in the market is the best guarantee for enterprise hematopoietic capacity. The acquisition or construction branch, Bunker is the future mainstream market promotion! Small businesses play guerrilla warfare will gradually withdraw from the stage of history!Analysis of three mainstream beer enterp

25、rises, marketing modeThe beer industry is currently the mainstream marketing model is the depth of distribution.What is the depth of distributionAs the depth of distribution,Is the manufacturer for a distribution network operation mode deep participation, dominant. In the consumer depth of an ideal

26、distribution mode, the manufacturer is responsible for business management, network development, terminal maintenance, display and promotion of the implementation of the main work, the dealer is responsible for part of the logistics and capital flow.Based on the depth distribution （outline）1 line vi

27、sit2 vivid work3 separate promotionsThe main way is the implementation of the manufacturers sales, dealers responsible for distribution.4 channel planningCirculation channel HotelMicro circulation classification: super, super, wholesale market,Hotel classification: A shop, B shop, C shop.With the ch

28、annel monopoly policy, to the absolute control of the commanding heights of the market!5 market planningOur market is divided into: the base of the external market market target marketThe base of the market based on the defensiveThe focus of attack target marketThe external market natural infiltrati

29、onWhat is the line to visit? The line is the embodiment of enterprise marketing will visit and brand strategy management platform.A strategy will clear the enterprise, is bound to achieve or realize through their own marketing platform. In the traditional combat pathway, the dealer as the basis of enterprise marketing platform, when will demonstrate the marketing and brand strategy, and enterprise action are not consistent! Such as: enterprise to launc