Research On The Optimization Of Liquor Marketing Channel Of Z Company

Since recent years, under the impact of the economic slowdown, administrative prohibition order, state restrictions on public consumption and other factors, the liquor industry is competing in channels in the white-hot state and the market competition is fierce.Today's liquor industry has more prominent contradictions, the main competition in the industry has shifted from the production level to the level of marketing channels.However, there is a lot of alcohol production and sales of companies still following the traditional sales channels,and there are a lot of problems existing marketing channels.These problems lead to higher transaction costs of channels, and more difficult to meet current consumer personalization and diversification of consumer demand.Marketing channels have restricted the development of the liquor industry,and the old liquor industry's marketing channel optimization has become a top priority.This paper takes Z company's marketing channel as the research object, taking the field research and in-depth interview as the research method, and carries on the thorough investigation to the liquor industry marketing channel present situation. The study found that the liquor industry generally has a rigid structure, high operating costs, poor information delivery, lack of relationship standards, short-term and other issues. Appear the reason of these problems in liquor industry sales marketing channel by the current political and economic factors, social cultural factors, technology update factors, customer delivered value factors.Under the guidance of the transaction cost theory, relationship marketing theory and the theory of the long tail, this paper optimize the Z company marketing channels from four specific aspects:firstly, by modern management, modern technology and the rational allocation of human resources reduce distribution costs;Secondly, the company marketing channel structure to a short length of optimization, the width of the structure to optimize the selection, the breadth of the structure to a diversified structure;Thirdly, establish strategic partnerships to optimize marketing channel participants relations;Fourthly,optimize channel management from the organizational structure and channel members.Finally, establish a security system of Z company marketing channels optimizition to provide an institutional guarantee,includingin terms of performance management, daily management, management communication,etc.from the establishment of the customer relationship database and strengthen the warehouse environment management, strengthening material acceptance and out of storage management and strengthening market environment dynamic monitoring and other areas to provide logistics support; from training and staff appraisal, etc. to provide security personnel.This paper has a guiding value to enhance the Z company's marketing performance,but also help other liquor production or sales of enterprises in the new situation to optimize the structure of the channel and improve sales performance.