| The C wine company is a wholly owned subsidiary of C group,which mainly manages the C brand wine.The C wine is the leading brand in Chinese wine industry,producing the first bottle of dry red,dry white and sparkling wine,whose production volume and market share leading the wine industry for many years,but the channel mode has been the bottleneck of restricting the development of C group wine Co.,LTD.With the wine industry going into the fast development period,we should get to know the importance of shaping enterprise brand image,increasing market share,and enhancing the terminal control,expanding market share.To explore the patterns of the optimization of channel operation is very importantThis paper based on the marketing channel management theory,starting from analyzing the current situation of channel mode of C group wine co.,LTD,enumerating the advantages and disadvantages of various channel types of C group wine co.LTD,analyzing the existing problems of channel mode,combining the industry channel development rule.Then design an ideal channel model,using the direct qualitative determination method,the method of comparing the marketing channel cost,and the investment return rate comparison model.The concrete measures of channel model improvement are promoted.Including product strategy,channel distribution price strategy,channel sales promotion strategy,strengthening the construction of the transregional management,logistics information system,channel member selection and management.This paper summarizes various types of marketing channels in the wine industry,the operating malpractice of various channels,and the general phenomenon of irregular channel operation in wine industry.It is so important to improve the core of competitiveness of enterprises,to cut cost and to reduce risk.It is of guiding significance to the long-term and good development for the wine industry,and it has important referring value for the optimization and reform of the channel structure of wine industry. |
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