浅析啤酒行业营销渠道——以中国华润雪花啤酒为例

An Analysis of Marketing Channels of China’s Beer Industry:a Case Study of Snow Breweries

啤酒业是中国竞争较为激烈的行业之一,经过近几年的行业整合,啤酒业已由各地方市场垄断性割据向区域性市场割据和全国性寡头垄断的方向发展,这对整个中国啤酒行业来说,无疑增强了其全球竞争力。在这场市场竞争中,中国华润雪花啤酒有限公司改革营销渠道,在竞争中赢得主动,不断发展壮大。营销渠道乃企业重中之重的市场策略,通过合理运用营销学中营销渠道、营销模式及SWOT理论对中国华润雪花啤酒有限公司营销渠道的分析,证实营销渠道对企业的重要性。

The beer business is one of the most intensely competed industries in China.Through constant consolidation in recent years,the industry has already evolved from local market monopolization to regional market,and to the nationwide monopoly.In the fierce market competition,China Resources Snow Breweries（CR Snow） reforms the marketing channel,obtains initiative,and develops unceasingly.This paper analyzes marketing channels and related theories,combines with the example of the marketing channel of CGR Snow,to show the importance of marketing channel to enterprises.