Marketing Channel Research Upon D Brand Year Series Maotai-flavor Liquor

Chinese liquor culture,which has undergone thousands of years of inheritance and changes,is a unique outstanding and precious national heritage in China.How to effectively integrate traditional techniques and new technologies and new ideas needs every liquor enterprise to pay attention to and think about.Since 2003,the liquor industry began to recover gradually and became stable after ten years of gold growth.Maotai-flavor liquor has sprung up in recent years.It is of great practical significance to study its marketing channels.This paper uses the marketing channel and the channel management related theory,and uses the case analysis method to study the marketing channels of D brand year series Maotai-flavor liquor.This paper is divided into five chapters.The first chapter mainly introduces the background,significance,methods and main framework of the research.The second chapter introduces the domestic and foreign research on the relevant theories of marketing channels,providing some theoretical basis for the following research content.The third chapter briefly introduces the products and marketing situation of D brand year series Maotai-flavor liquor,makes SWOT analysis on the internal and external marketing environment of the product,and further analyzes and finds out the marketing channel problems of the product according to the collected channel information.In the fourth chapter,combined with product marketing strategy selection and marketing channel management theory,aiming at the marketing channel problems of D brand year series Maotai-flavor liquor,specific optimization and improvement measures are put forward.The fifth chapter draws relevant conclusions based on the previous research,and summarizes the deficiencies in the research process.Based on the analysis and research on the marketing channels of D brand year series maotai-flavor liquor,this paper hopes to put forward channel strategies for the healthy development of Maotai-flavor liquor marketing channels and provide reference for liquor enterprises with the same problems.