Research On Marketing Strategy Of XX Distillery Zhejiang Branch

After ten years of golden gold,China's liquor industry has bid farewell to explosive growth in recent years and entered a long adjustment period.In addition to individual brands of Maotai,liquor companies generally face greater sales pressure.Under the background of more and more rational consumption of consumers,how to maintain market share and achieve steady growth for liquor companies is an important issue for every liquor company.Due to changes in the market structure,liquor manufacturers and large distributors are deeply aware of the need for structural changes in the channel operating model.The original traditional structural model could not adapt to the needs of the market under the new environment.After conducting a survey and comprehensive analysis of the liquor market in Zhejiang Province,this paper analyzes the channel model of liquor in XX Winery of Zhejiang Province and proposes an improvement strategy.First of all,through market segmentation and value-oriented analysis,innovative professional direct distribution channel model is proposed,which eliminates a large number of distributors.On the other hand,a comprehensive analysis of the inherent traditional dealer model was carried out to find out the advantages and disadvantages of the original model in the new situation;then,compare their advantages and disadvantages,and conduct a comprehensive comparative analysis.Through the optimization of traditional channels and professional direct distribution channels,we will make the most competitive marketing strategy countermeasures.Finally,we will use the development thinking strategy to find the commanding heights of the future liquor industry channel model and establish a connection for it.This paper expounds the commonly used and innovative channel management mode in the liquor marketing of XX Winery Zhejiang Company through questionnaires,comparison,analysis and synthesis.The channel model of XX Winery Zhejiang Company in Zhejiang Province under the trend of economic development slowing down The innovation and transformation proposed solutions,and through the actual case,the feasibility,analysis of the cost,operation mode and effect of the new model were carried out,and the promotion of this model,sustainability research,and finally XX The sales situation of the winery is simple.