Hunan The Lyh Wine Co., Ltd. Marketing Channels Research

In China the development of Liquor industry has always been remarkable, and due to its huge profit and large market, it keeps attracting presence of private and foreign capital all over the world. With the development of socialist market economy, competition among liquor industry has become fiercer than ever before. Many enterprises had failed in the competition campaign and paid heavy price and some had even been eliminated. Even some well-known brand, such as the LYH Liquor CO. Ltd, also feel powerless in the new market situation. Reasons for the failure of many liquor enterprises are in many respects, one of the most important one is that the enterprise itself, could not meet the need of the market. As a whole, for many liquor enterprises current problems often focus on operation of marketing channels and management.As for issues of the marketing channels in the liquor industry, one representative company is the LYH Liquor CO. Ltd. According to theories for business administration and marketing channels in China and abroad, this paper achieves, combining with years of practical work experience of the author,a empirical study on the problem of LYH's marketing channels. Depending on research methods such as document analysis, dialectical analysis, SWOT analysis and field survey analysis, etc, this paper first objectively analyses the current status of the LYH's marketing channels and clarifies the strengths and weaknesses of LYH and its internal and external environment. Secondly, through systematic analysis on problems existing in operation of marketing channels and the causes, this paper clearly proposes the necessity for improving and optimizing the LYH`s existing marketing channels model.On this basis, this paper proposes a series of improvement and optimization strategies of the existing marketing channels mode and measures to insure the optimization operations.This paper holds that effective marketing channels is one of the most important factor for enterprises to obtain marketing success. Today, the marketing channels model of the LYH Liquor CO. Ltd, should be focused on the terminals, and gradually go to flatness and multi-integration. If only the LYH face the reality, improve and optimize the existing marketing channels models to the new integrated channel operation model, can it change the marketing situation fundamentally and get out of the current development predicament. The writer hopes that this paper could provide a theoretical reference for the long-term planning and sustainable development of the LYH Liquor CO. Ltd, and also offer reference for other liquor enterprises in channel operation issues.