Research On Marketing Channel Optimization Of BY’s Xi’an Branch

In recent years, with the tide of globalization and the rapid development of domestic economy, China’s wine market has attracted more and more attention of the international vintners. Meanwhile, the cut of the import tariffs has brought more competitiveness of imported wines and in consequence worldwide traders compete for seizing this market. During his market expansion, BY’s Xi’an Branch found that it is less effective to use the traditional marketing strategies, such as product, price and promotion. The construction and management of marketing channels play a decisive role in the wine market. Besides, facing the environmental changes, each importer raises the issue of expanding their market share by optimizing their marketing channels.With the basic theories and the practical situation, this article analyses the marketing channel structure and management mode of the BY company’s Xi’an Branch. After pointing out the defects of the marketing channel and the necessity of optimization, the writer presents improvement measures in the structural adjustment. In addition, some advices of the mode of management and the construction of the information have been given. This article will not only provide channel optimization solutions for the BY company’s Xi’an Branch but also other regional branches of BY company.