| In recent years, China’s liquor market after ten years of rapid development of gold, under the influence of the "plasticizer" and the limitation of "Three Consumption”, affected by the slowdown of economy, is tending to a rational stage of development. Major changes in the marketing environment are the result of the adjustment of the focus of the channels of liquor operators. From the focus on efficiency, effectiveness gradually shifted to strength and service while the channel form is turning to focus on combining manufacturers and business alliances.With using the method of case study, taking the channel operation management of Guangdong wine company as the research object, applying the basic theory and method of marketing management, this paper states the process of the company’s development his product management, based on the analysis of the company’s marketing environment, and illustrates how the company become a more leading liquor chain operators in Guangdong by creating "Guangdong wine industry" brand chain enterprises and implementing network platform operation. At last, the paper concludes the key elements of the channel chain operation of Guangdong liquor industry Co., ltd.In the main part of the case, the paper pays attention to analyze the company’s development process and his business composition and structure. What’s more, it discusses how the company combines with his own situation and constitutes his real and effective market management strategies under the circumstances of changing in external environment and more serious competition in industry. The strategies are as follow: product portfolio management, market price control, channel construction planning, promotion policy implementation, and by integrating marketing team and controlling the company’s internal inventory background support system, to effectively improve the management and service level, making the enterprise a more efficient operation.In the analysis part of the case, the paper emphasizes on analyzing the channel operation and management and the traditional channel: the business super operation problems and countermeasures; the new development channel: "Guangdong wine industry" chain operation management; e-commerce: network platform construction. The paper also summarizes the method and experience of the management of the channel operation, and in the end, on the basis of the current management status analysis, it points out the direction of the future development and the target of the company. |
