The Market Channel Designning Of ShangHai Fairy Winery And Management Study

According to the survey, small and medium-sized enterprises provide about 75% jobs and 60% national tax revenue every year. With the international financial crisis, the rising prices of raw materials, and the Internet era impacting the traditional marketing channels, a considerable part of those are facing severe shock or suffered bad luck of closing down. Therefore, by this crucial market trend, it becomes a very important task that how to cope with the era of e-commerce marketing channel design.Shanghai Fairy Winery based in Shanghai, but want to enter the national market. By the rise of Internet era, the rapid development of electronic commerce, the original channel design is no longer to meet the needs of the future. At the same time the external competitive environment change, also causes the enterprise to change and innovation, because of having adapt to the era development.According to the actual situation of Shanghai Fairy Winery, the author investigates the Chinese liquor market and analyses the idea innovation about channel design especially by the development of e-commerce. And gives full play to the school's marketing channel theory knowledge, the combination of market research, for the Shanghai Fairy Winery redesigned the aim of marketing channels. And based on it, the corresponding channel design and management, believed that this bold attempt for the future is a groundbreaking force.In this paper the market dilemma for Shanghai Fairy Winery:The first, the similar products in the competitive pressure increases increasingly. The second, the costs of channels marketing rises. The third, the risk about investment of a new product increases. Therefore, combining the marketing channel theory and liquor market present situation, it were given three options that further to the winery's marketing channel design. The first, to branch marketing for the low, mid and high liquor. The second, have a personalized marketing for the new original liquor. The third, for the low and mid products in hotel or restaurant about the marketing channel design. Eventually combined with channel evaluation model audit, the optimum channel, make the best choice to help winery.