Study On The Application Of Double Channel Strategy In Liquor Sales

With the rapid development of information technology and logistics industry, people’s consumption concept and consumption patterns are also increasingly change, e-commerce has become a new business model is affecting and changing the traditional distribution channels. The channel of online and offline channels coexist of dual channel marketing is gradually widely applied in all walks of life, many manufacturers in maintaining the traditional retail channels and distribution channel management innovation as the breakthrough point of the enterprise differentiation advantage development, have opened up the online channels, bypassing traditional intermediaries directly to the terminal sales of consumer products. In correspondence, the collision and conflict of the interests of the traditional industry and e-commerce in the process of integration is bound to trigger. In recent years, double channel supply chain theory and its application have become the focus and hot issues of domestic and foreign academia and business community.Chinese wine history has a long history, brilliant liquor culture along with the Chinese civilization and the continuous interpretation and development. Liquor industry, as the traditional food industry, occupies a more important position in national economy.. At present, the liquor industry experienced golden ten years of development by a variety of factors and into the depth adjustment period, many liquor companies face sales dilemma. In the face of the industry "new normal", it is necessary to change and innovate the distribution channels of enterprises in the right time.In this paper, through the literature analysis method, qualitative and quantitative methods of combining to the domestic liquor industry status quo and development characteristics were studied and summarized the domestic liquor industry, the main mode of distribution channels and the development trend in the future. Then Jinshiyuan alcohol as a specific object of study, Jinshiyuan alcohol distribution channels and the status of in-depth research, through SWOT analysis and other research methods, the proposed Jinshiyuan alcohol of current channel models for maintenance and optimization, and steadily push forward the construction of the online channel, through integrated product, price, promotion, channel partners and other aspects to coordinate online marketing and offline channels may cause of channel conflict, channel "two wheel drive", and finally the management transformation, changes in marketing, human resources construction angle proposed Jinshiyuan alcohol implementation safeguard measures of dual channel strategy, so as to improve the present margin of liquor sales situation. The author hopes that through research can for this margin wine distribution channels construction to provide theoretical reference and make it perform better in the future development, at the same time, it can play a valuable for the domestic liquor industry distribution channels construction effect.