Study On Integration Of Sales Channels Of Yanghe Corporation

In recent years, major companies of the liquor industry is becoming more competitive with each other, the major liquor manufacturers have begun to pay more attention to the construction of liquor sales channels, making the "good wine needs no bush" era of the past. In recent years a number of regional enterprises with liquor brand building thrust liquor sales channels rapidly develop, they pay attention to and grasp of consumer psychology, constantly pondering consumer spending habits, began intensive sales channels, especially since 2013 the whole industry has entered a period of adjustment depth, channel integration building, more protruding. Weak development of Yang shares experienced a golden period of development after 10 years, is also facing declining sales, channels contradictory issues such as the integration of liquor sales channels is imperative.Based on the Yang Co., liquor sales channels research, its content is divided into six parts: The first part is an introduction, mainly by growing competition in the liquor industry, and thus leads to Yang shares in response to this purpose, meaning and dynamic domestic and foreign liquor sales channels under study case background liquor sales channels integrated, and this study.The second part is related to the theoretical part of the definition and concept, the main research for liquor sales channel integration to analyze the theoretical level, find the need to use the theory in this article. The third part is the history and current development of marketing Yang shares, mainly on the development of Yang shares are introduced, and to analyze the current situation of marketing Yanghe, identify opportunities exist Yanghe in the development and the advantages and disadvantages faced by and threats.The fourth part is the status quo Yanghe liquor sales channels and problematic part, mainly on liquor sales channels Yanghe status quo situation, proposed the development of the existing problems. The fifth part is Yanghe sales channel performance evaluation, the main use of AHP, the empirical analysis of the Yanghe liquor sales channels, customer value, financial performance, operational status and channel competitive performance, the results show that the channel Yanghe competitiveness performance in general, and the lack of such a competitive analysis.Part VI Integration Strategies for Yanghe channels, including the integration of ideas, principles, and how to measure performance against Yanghe general competitiveness of liquor sales channel performance evaluation of deep integration, proposed five channel integration.Based on the analysis of the entire article, mainly literature and interviews related to the case of Yang shares in liquor sales channel development summarize, and using empirical methods to evaluate the performance evaluation of its liquor sales channels, which results in the industry the channel less competitive, the need to improve the company’s future development.At the same time, to better specify Yang Co. in liquor sales channel development issues and the need to improve the direction, and can provide a reasonable reference for the improvement and management of the overall structure of the other channels liquor business sales channels through research.