Small Turret Chengdu Distribution Channels Research

With the gradual improvement of the market economy and the increasing competition among enterprises, marketing theory has far-reaching impact on the change of enterprise's marketing strategy since its' arising. Distribution channels are bridges connected to enterprises, the media between the product and consumer, an important resource for enterprise development and the focus of corporate marketing strategy. Therefore, the distribution channels attracted enterprises attach great importance to research on and have also become an important research topic.This paper brings xiaojiaolou Company for the study, makes a focus of its distribution Channels in areas of ChengDu. Small turret company, a typical local wine industry, had accumulated certain experience in the area of management and distribution channels and formatted a number of unique practices after its' years of management and development. Research studies shows that there is still room to improve and enhance distribution channels for xiaojiaolou in the region of Chengdu. According to the actual situation in xiaojiaolou in Chengdu, analyse the company's marketing situation at first, then study the company's internal information, using analysis methods such as SWOT and 4P and found same defects in management and distribution channels of xiaojiaolou Company in Chengdu. Then redesigne the xiaojiaolou distribution channels in Chengdu, proposed a strategy that meet their development needs called "a new distribution channel model", develope some specific implementation measures corresponding "cooperative Distributor + terminal direct" with "sub-channel sub-products". At last, according to the characteristics of xiaojiaolou companies and liquor industry, develop some specific measures about management of sales, dealer management, changing commodity price management and falsifying management.The problem of distribution channels currently makes many companies look puzzled but problems in China. This paper reference and inheritance theory circles at home and abroad over the new marketing theories and views, holding rigorous scientific attitude and in-depth company visits, and focus on corporate practice, study the distribution channels xiaojiaolou in the Chengdu from the multiple dimensions. These practical results achieve in promoting China's liquor industry to improve distribution channels and management with practical guidance.