The Reserch Of Guojiao1573 On The Inprovemen Of Marketing Chanel Operation Mode In Qingdao

Since 2013,Liquor-making industry in China have been fallen into a slump,with the sharp drop in sales of the high end liquor, hard situation for middle and low grade liquor companies to survive in intense competition, as well as bankrupts and market reorganization experiencing by a number of liquor enterprises. After June 2015, with the improvement of residents’ consumption level and consumption structure, liquor-making industry begins to slowly rebound and sales surge in a rapid speed after August 2015. However, because of the change of market structure, liquor enterprises and large scales franchisers have a deep realizations that channel mode of operation need to be structurally changed. The traditional structure mode is unable to meet new requirements.This paper provides improvements for channel mode of operation of liquor in Qingdao area and analysis of performance appraisal, after investigation and comprehensive analysis of Chinese liquor market. Firstly, through market segmentation and value orientation, the paper innovatively put forward direct distribution of channel mode which reducing a large amount of multilayered distributor’s links, carry out effectively research on cost, mode of operation and effect of professional direct distribution channel through a salon project for the case in collaboration with a finance company, and elaborate in details the sustainability. On the other hand, this paper carry on the comprehensive analysis and research of inherently traditional distribution mode and find the causes for hindering the development of the enterprises, including the analysis of cost, mode of operation and effect in current new situation; And then, this paper make a comprehensive analysis and research by comparing the pros and cons of two modes respectively and develop a competitive mix strategy by combining the advantages of the traditional mode and direct distribution channel and optimizing the two modes. Finally, this paper, in light of development, find the commanding heights of the future channel mode of liquor-making industry and establish a connection between the two modes.This paper describes in detail common and innovative channel management mode used in liquor industry through example, comparison, analysis, and synthesis methods and provides the solutions for innovation and transformation of channel modes for GUOJIAO 1573 in Qingdao area as the economy slows.And also the paper analyzes the feasibility of the cost, operation and effect of the innovative mode through actual case. In the end this paper briefly predicts the sales volume in Qingdao area.