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How Anheuser-Busch InBev Improve Marketing Channel: A Case Study of Fujian Province in China

2017; Volume: 1; Linguagem: Inglês

10.26480/icemi.01.2017.353.355

2523-1723

Shanshan Wang, Si Min Huang,

Wine Industry and Tourism

Marketing channel, a key section and foundation of sales, can be improved by the continuous efforts of the enterprise.To investigate the detail measures of improving marketing channel, taking Anheuser-Busch InBev ( AB InBev) as the subject to analyze the statue quo of its market performance, and raise the problems including unsatisfactory segmentation in the sales channel, poor management of terminal channels, not close cooperation among offline channels, failure in constructing corporate image and so on.Finally corresponding suggestions to the problems existed are provided. The sale situation of beers in Fujian province The status of beer market in Fujian provinceCompetition in beer market of Fujian province, an important market in China, is particularly fierce.Differing from other brands receiving protection policies, the local brands compete with others fiercely.There are a great number of domestic brands, including China Resources, Harbin Beer, Tsingtao Beer, Yanjing Beer and many other imported brands under its advantages in foreign trade.In the first half of 2016, the amount of the imported beer reach 73million litre, accounting for 24 percent of imported amount year-on-year.So the beer market here has turned whit-hot due to the fierce competition.Harbin, Budweiser and Sedrin are three major brands.