Wine Marketing Channels To Build

The marketing channel is the very critical link to carry out the general marketingstrategy, and its controlled level and the sensitive level decide the marketing strategysuccess or failure in a sense. Facing the intense increasingly competition pattern ofmarket, the technology is more and more smaller with the difference of product. TheChinese wine companies such as Dynasty, Great Wall more and more attachimportance to cultivate the sustained and competitive advantage of the enterprises inthe market strategy formulation, and the marketing channel is newly becoming" thecompetition focal point "in the side as the enterprise competitive advantage. But veryfew Chinese wine companies realize that the marketing channel could achieve theenterprise strategy, lay out and put into effect the marketing channel strategy correctlywith one kind of strategic angle of view and method.This paper divides four chapters altogether. The first chapter is an introduction.Using the competition theory of Porter to analyzes the wine industry, reaches that thewine company should establish the diversely marketing channel with competitiveadvantage in order to break away from at present the difficult position, and elaboratestheory meaning and real value to carry on wine company marketing channel research.The second chapter, firstly, introduces the basic condition of global wine industry andChinese wine market, then stresses to analyze the wine company marketing channelpresent situation, points out that there are many problems exist in the Chinese wineindustry marketing channel and further discusses its cause. The third chapterelaborates the decision-making and construction of the wine company marketingchannel by applying the method of qualitative and quantitative analysis method afteranalyzing the influence cause of channel design. Combining the reality of thecompany, three kinds of channel model are be put forward. The forth chaptercomprehensively and systematically discuss and validate the problems about how toexert the advantage of the marketing channel, such as price management,suppliermanagement,logistic management,conflict and cooperation,channel sharing and e-commerce.This paper puts forward the viewpoint of rebuilding the marketing channel withcompetitive advantage aim at the problems in the wine company marketing channel,and systematically expounds how to design and manage the marketing channel. Hopeto provide useful reference for Chinese wine companies on the aspect of marketingchannel set up and management.