The Research On Marketing Channel Of Wuliangye Corporation

Along with the Chinese spirits industry competition aggravating, the marketing channel receives more and more attention of the Chinese spirits manufacturers, and the age of that good wine needs no bush has gone for ever. In the Chinese spirits industry, many unknown small brands grow rapidly with the aid of the marketing channel thrust force. The practice proved that, in the white liquor homogenization quite serious situation, the enterprises is likely to take up marketplace preemptive opportunity, which can grasp the consumer better and mount an intensive cultivation in marketing channel construction. At present, the marketing channel already has become the magic weapon that helps the small brand white liquor enterprise to realize a new prosperity and makes the famous brand wine enterprise consolidate its market-state.This paper takes the Wuliangye Corporation's marketing channel as the object of study. On the basis of the analysis of Chinese spirits marketing channels factors, the paper has first analyzed the Wuliangye Corporation's marketing channel present situation, and diagnoses the Wuliangye Corporation marketing channel the main problems which exists in quantity and the quality, then, according to own and the main competitor's channel situation, proposes company's marketing channel structure optimization improvement program. Finally, directed towards its specific circumstances, Wuliangye Corporation's marketing channel management strategy has been specially drawn up, which contains marketing channel incentive policy, dealer appraisal as well as channel conflict effective guard model.By this research, it has been clear about the Wuliangye Corporation's marketing channel development and the improvement direction, and has provided the reference plan for its channel structure improvement and the channel management level enhancement, I hoped that Wuliangye Corporation can step the express train of the marketing channel superiority, and will realize its great prospect:"China's Wuliangye, world Wuliangye"at an early date.