Research On Distribution Channels Of Wine Trade In China

With increasingly fierce competition of modern market, its range has reached every aspect of marketing. As a branch of marketing theory, distribution channel and its establishment and management are the major problems Chinese enterprises are facing. As a result, adopting an effective channel management strategy is a key to staying successful in market, and hence the core task in marketing.After reviewing literature, this paper discusses the marketing strategy for small private enterprise from the perspective of Relationship Marketing Theory. Then the author takes a newly founded wine trading company in Shanghai as an example, considering the current situation of this company and the problems and challenges the company is encountering. In the end the author tries to optimize the current business model, exploit effective distribution channels, take the wholesaler/retailer duo sales mode, and create synergy effects among all the distribution channels, to facilitate a long-term development for the company. This paper wishes to provide some useful advises to the domestic newly rising enterprise of wine trading.