Research On Service Differentiation Marketing Of Z Liquor Industry Distribution Company

After a“golden decade”of development in 2003-2012,Chinese wine enterprises had become evolved tardily in recent years owing to influences of the national restrictions on "three public consumptions" and the diversification of consumer demand.Especially for distribution enterprises,the business of alcohol distribution was a vital field in the circulation of liquor products,which was once the main’ channel from alcohol products to terminal and to consumers.The enormous bid-ask profit caused the phenomenal booms in the liquor distribution enterprises,yet since the Internet era came around,the dealer’s advantage has lost bit by bit.A great deal of liquor brands,which bypass the agent layer and directly enter the B2C platform to make the price stick out a mile in face of the consumers,cause quite an impact on the alcohol dealers.Distribution business belongs to the circulation industry in essence,which is part of’ the service industry essentially,therefore the distribution is a kind of service.Referring to the guidance of this orientation,numerous domestic dealers begins to change into the service marketing step by step to launch the service marketing.The way to stand out in the fierce market competition and make the distribution service into the famous brand,is to adopt differentiated service marketing,which may draw more customers’ attraction,set up the brand image of the company rapidly,consolidate their own market and make the profit.Wine distributors must redefine their business status to avoid to being eliminated in the new era.On the basis of the modern service marketing theory and the differential marketing theory,this paper regards the Z liquor marketing company,a regional alcohol distribution enterprise,as the research object,to analyze the problems existing in its marketing and their causes by taking advantage of the customer survey questionnaire.At the same moment,the paper applies the consumer market survey to figure out the market opportunity for the development of Z liquor distribution company,and takes advantage of the STP theory to carry out market segmentation and positioning of Z alcohol distribution company.Ultimately,via the method of SWOT analysis,the paper finds out the basis of implementing differentiated service marketing in Z liquor distribution company and tries to put forward the strategy of differentiated service marketing as well as the conditions to ensure the smooth implementation of this strategy.Moreover this paper differentiates the service brand of Z liquor distribution company,and whereafter raises the specific strategies of service differential marketing in as the following aspects,such as service brands,service products,service channels,service processes,service staff,service promotion,service display,etc,by using the 7p theory of service marketing,for the sake of offering reference for the extensive liquor distribution enterprises to settle the problems in service marketing.