Regional Brand Liquor Enterprise Marketing Channel Research

In recent years, with the further development of the socialist market economy, the liquor industry is undergoing tremendous change. Under the impetus of the market economy the factors, such as the macro-environment of the market, the pattern of brand competition, the operation of the capital investment, price range, consumer demands, marketing channel mode, has undergone profound changes. Competition in the liquor business is the strong stronger and the weak weaker and even disappear.National brand which’s production, sales, market share and profit margins are substantial growth, vigorously expand regional markets. They seriously squeezed the market share of primary scale liquor enterprises around the regional brands of liquor products. The geographical specificity of the liquor brand competition has become a regional brand liquor products share the advantages of regional markets, emotional home, local culture, local protection, and channel resources to care for the development of regional brands. Although some regional brand has made a good record to achieve a break through, the majority of primary scale liquor enterprises are faced with the expansion of the slow progress of competitive pressure. The face to the pressing harder and harder of a national brand with regional brands stalker, how to gain a competitive advantage and rapid development of regional liquor brands to explore the road of development strategies suited to their brand competition. I believe that alone products to its own advantages to win the market in product positioning, price setting and even the advertising creative serious homogeneity, has been very difficult. Rely on changes in marketing channels can quickly produce subtle changes in the competitiveness of the brand, and thus have a chance to win a differentiated competitive advantage, provide a good basis to promote their further development.At first the paper presented an overview of the characteristics of China’s wine market situation and development trend. Then by the literature analysis method and the dialectical analysis method, I profoundly analyzed the development and present state of the white wine business in China’s marketing channels. Use the SWOT analysis the present situation of sales channels of the CA alcohol Corporation. Then systematic analysis the problems and causes of channel operation, made it clear that the need for improvement and innovation on the existing channel model. On this basis, this paper combine the actual situation of enterprises proposes a new sales channels compatible with the development of products, and demonstrate its effectiveness. Efficient marketing channels is an important factor in marketing success. Future the product sales channel of CA alcohol Corporation face to the consumers at the core, and gradually tune to the flat, diversified, complex direction. Only follow the market to improve and optimize the existing channel model, increase the speed of the new channel construction, in order to fundamentally reverse the current marketing situation. I hope this article will provide a theoretical reference to embark on long-term planning and sustainable development of the CA alcohol Corporation. At the same time, reference to marketing channel design of some other primary scale liquor companies.