Study On Channel Strategy Optimization Of XX Liquor Group

Over the past 10 years of China’s liquor industry competition intensified, some regional liquor enterprises with sales channels in the development of the thrust of rapid rise, the major liquor manufacturers have begun to pay more attention to the construction of liquor sales channels, making the "good wine is not afraid of deep alley" era has become the past. They pay more attention to and grasp of consumer psychology, constantly pondering the spending habits of consumers, sales channels began intensive and meticulous farming. Especially since 2013, the entire industry has entered a depth adjustment period, the high-end liquor sales frustrated, the public liquor become mainstream, channel value is even more prominent, channel integration problem is imperative. XX liquor group after 10 years of development of the golden period, but also faced with weak development, sales decline, many problems such as channels, the integration of liquor sales channels more urgent. Based on the XX group’s liquor sales channels, the content is divided into six parts: the first part is the introduction, mainly through the liquor industry competition intensified, which leads to XX liquor group in response to this situation of liquor sales channel integration and dynamic background, the purpose of this study and the significance and the domestic and foreign research on liquor sales channels. At the same time, this paper describes the research ideas and methods used in this paper, which highlights the innovation of this paper. The second part is the development trend of China liquor market and mode of introduction, introduces the definition of related concepts and theoretical research, mainly for the entire development process China liquor market sales channels through the analysis of the theoretical level, this paper uses the related theory to find out. The third part is the XX liquor group market channel status and environmental analysis, mainly on the development of XX liquor group market channels, put forward the status quo and existing problems of liquor sales channels. The fourth part is the optimization of the sales channels of XX liquor group, through discussing the proposed product lifecycle channel strategy, marketing strategy, network transformation strategy, construction of online channels to optimize channel integration development strategy of sublimation. The fifth part is the implementation of the XX liquor group integration strategy and measures to protect, through the XX Liquor Group’s organizational structure, financial resources, assessment mechanism to implement security to its market channels to achieve optimization. The sixth part is the ending。Based on the analysis of the relevant circumstances of the article mainly uses the literature method and interview method of XX liquor group development in liquor sales channels are summarized, and the empirical performance evaluation method to evaluate the liquor sales channels, the channel competition in the industry is weak, needs to be improved in the future development of the company. At the same time, through the study, can exist in the liquor sales channels in the development of better specified XX liquor group problems and direction needs to be improved, and is expected to provide a reasonable reference to improve the overall structure and channel for other liquor companies in the management of sales channels.