The Research On Terminal Management In The Reverse Distribution Channel Construction Of Chinese Liquor Enterprises

Nowadays, distribution channel has become the source of a company's establishing and developing the core competence. As an innovation of the channel construction, the reverse distribution channel construction of Chinese liquor enterprises is a different way to seek competitive advantages. In order to gain the channel speed, breadth and depth, Liquor enterprises start working from the terminal of the distribution channel, then go on to construct the channel upward. At last the whole construction of the channel system can be finished. This kind of channel constructing can overcome some barriers, and it is also a way to adapt to the changes in the marketing environment and the trend of channel development. In this paper, the author will describe the whole course of the reverse distribution channel construction of Chinese liquor enterprises and the terminal management in it.In the course of the reverse distribution channel construction of Chinese liquor enterprises, terminal is the window to the consumers, it is the starting point of the channel construction; it is also the tool to build up the enterprises' brand image and it is the power of constructing the entire channel system. So the liquor enterprises must study and analysis the terminals carefully and select the suitable ones, then to manage them effectivelyAlthough the reverse distribution channel construction of Chinese liquor enterprises can link the manufacturers with terminal more closely, channel conflicts are also inevitable. The manufacturers and terminal will balance their channel power both by virtue of their respective profits. After choosing the terminal members on the manufacturers' demand, the manufacturers should fully understand the needs of terminal, explore the terminal's demand and satisfy them with motivation. The introduction of relationship marketing through the manufacture can establish a harmonious relationship with the terminal, and the strategic alliance can also strengthen the cooperation and offer the services to the ultimate consumers. Meanwhile, through applications of CRM, the manufactures will integrate the channel to increase the terminal satisfaction and loyalty, and at last bring the satisfaction and loyalty to the customer. Finally, the manufactures should control the terminal for a certain degree and ultimately shift the right of controlling to the channel members upward.