Research On The Optimization Of Marketing Channel Management Strategy Of Baijiu In Yongjing Market Of Yuanyouyuan Co., Ltd.

Marketing channel management capability is the core capability of county Baijiu distribution enterprises.This paper takes Yuanyouyuan Co.,Ltd.,a county Baijiu distribution enterprise,as the research object,focusing on the theme of Baijiu marketing channel management strategy optimization in the Yongjing market of the enterprise,takes the literature research method,interview method as the research method,takes the marketing channel management theory as the theoretical basis,by drawing on the relevant research on Baijiu marketing channel management,to analyze the existing problems and reasons,and propose optimization strategies and safeguard measures.Through research,the author of this paper found that there were five problems in the marketing channel management of Baijiu in Yongjing market of Yuanyouyuan Co.,Ltd.,including the lagging design of channel structure,blind selection of channel members,insufficient incentive for channel members,weak control of marketing channels,and improper handling of channel conflicts.The author of this paper analyzed the causes of these problems,including the lagging construction of management team,weak professional ability of marketing personnel,lack of marketing channel management system,the investment in marketing channel expenses relatively small,and the backward channel information management methods.The paper proposes five optimization strategies,including building a multi-drive integrated channel,standardizing the selection of marketing channel members,optimizing marketing channel member incentives,improving marketing channel control capabilities,and building a win-win channel relationship.Among them,building a multi-drive integrated channel mainly includes focusing on developing group purchase marketing channels,building high-quality terminal alliances in urban areas,fostering intensively marketing channels in small towns,cultivating exclusive scenarios for healthy drinking,establishing a banquet wine service system and exploring integrated online marketing channels.The paper formulates the implementation guarantee measures for the optimization strategy from organization,talent,system,funds,and technology.This research has certain guiding significance for Yuanyouyuan Co.,Ltd.to optimize the marketing channel management strategy of Baijiu in Yongjing market,and has certain reference value for other similar enterprises.