Research On Imported Wine Marketing Channel Optimization Of King Oak Hunan Subsidiary

ABSTRACT:As one of the sunrise industry, China wine industry due to the capital and personnel at home and abroad inflowing has been constantly expanding. Because of the spreading of the relative knowledge about wine and the rising of the income levels of consumers in our country, the wine consumption continues to increase, the wine industry is promising and the competition in the wine industry is fiercer.For the King Oak Hunan Subsidiary, there are many problems on the relevant aspects of marketing channels and it is necessary for the company now to take them into account deeply. In this paper, on the basis of combing the domestic and foreign literature about marketing channels, through making some field surveys and interviews to the employees of the King Oak Hunan Subsidiary and other relative staffs, and introducing the basic profiles of the company, and analyzing the current situation and existing problems in the marketing channels of the company, then combining with our wines industry development and making comparing analyses of several main domestic wines enterprises and imported wines enterprises with the King Oak Hunan Subsidiary, the next step is to use the SWOT analysis to identify the company’s marketing channels, and then focusing on the channel model, putting the channel structure and channel management for the assistance, the paper proposes a series of mutual supporting reasonable optimization suggestions for these three areas, in the last, some aspects of security, like the company leaders’ attention, the system, the marketing team and so on, are discussed.The article concludes that this company’s organizational structure is simple, and there are some problems of the market channel, such as missing the channel strategy, a few types of channel members, lagged management practices for channel members and small marketing efforts. The real competitors should be the small and medium wine enterprises which are similar to King Oak Hunan Subsidiary. Facing the internal of the company on the advantages and disadvantages of marketing channels and opportunities and threats in the external environment, the company should adopt a "seize the opportunity to improve inadequate" strategy. Regarding the expanding of marketing channels width as the focus, formed a new channel system what rely mainly on the traditional channel model with the direct-sale store model, the online-sales model, the large-client direct-sales model and the big-brand-distribution model in support. In the marketing channel management, it should take the channel terminal control as a center and manage discriminatively to different models; meanwhile, it is important to take the channel conflict prevention and resolution into account. Finally, based on the company leaders’attention, to establish and improve performance management system, marketing system and the daily management system, to introduce the talents, make systematic trainings and pay more attention to the spirit incentive for the marketing team, all of these aspects will safeguard the optimization measuring into a smooth progress.