WJ Group Channel Gray And Research On Governance Mechanism

In recent years,China's liquor circulation industry has developed rapidly and increased rapidly.However,the standardization level of the liquor industry and the channel management of enterprises are far from keeping pace with the growth of market capacity.Many liquor enterprises encounter many problems in channel management,especially channel channeling.It has brought great impact to the liquor market.Because of the characteristics of the fast-selling industry in which liquor enterprises are located,it is inevitable to carry out differentiated dealer prices in different regions in the course of operation,which leads to the phenomenon of goods fleeing from time to time.This phenomenon not only brings direct economic losses to enterprises,but also seriously interferes with the normal marketing strategy and marketing policy of enterprises,and also hinders the more progressive development of enterprises.At this stage,how to use scientific management methods to minimize these losses and possibilities and clear up obstacles for the rapid development of enterprises is an urgent problem for liquor enterprises to solve.In this paper,the case analysis method is used to study the problem of cargo channeling in Anhui WJ Group.On the basis of summarizing the current situation of research on marketing channels and channeling,taking Anhui WJ Group as an example,this paper analyzed the causes and harm of channeling,and put forward the countermeasures to deal with the problem of channeling in Anhui WJ Group.This paper mainly draws the following conclusions.The basic reasons for WJ Group's channeling are:(1)unreasonable design of marketing channels,unreasonable management and control of channel members;(2)irregular selection,management and incentive system of channel distributors;(3)unreasonable design of price system.To thoroughly cure the problem of goods fleeing and its impact,WJ Group must first establish a standardized and reasonable marketing channel;secondly,standardize the management of salesmen and the management and incentive of dealers;and also treat the control of price system reasonably.