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Abstract

Liquor output has reached record levels in recent years. Some regional markets have experienced such a glut of production that the fundamental ability to fulfill market channels has rendered the entire liquor enterprise scrambling in intense competition. However what is most interesting to discover here is that manufacturing enterprises still use traditional marketing models. This anachronism leads to difficulties in the process of marketing itself. To take an example, one sees great inefficiency in channel members’ organizations. We can say perhaps that they are in a sense re-inventing the wheel over and again in the channel by doing the same techniques for one paradigm, quite inefficient. Another factor is high cost. A third factor is rigid marketing structures which simultaneously have high costs from previous marketing experience, as well as clogged information channels which do not provide timely information along the production chain to the consumer. Furthermore there are no standards between marketing channel members which leads to a lack of a standard model for the industry, indeed the enterprise.Importantly, this is a largely unexplored area of knowledge to date, and in this paper I prove how to enhance the operational ability of the channeling model across the liquor enterprise. Herein I address how to improve the operational ability of the liquor industry by optimizing the market channel according to the same scientific procedures deployed in other industries. I further demonstrate a significant deficiency in the existing literature research base by summarizing relevant literature about marketing channel - and model - optimization. This paper uses a combination of technologies in surveying scientific literature, as well as interviews to analyze and derive an overview of the liquor industry, which has not been previously published before in the entire enterprise. We use a systematic perspective to begin our analytical survey of the liquor industry as a whole; the liquor marketing channel development path itself; and, importantly, the status of the liquor marketing channel.This paper then proceeds to discuss the strategically important paths to liquor market channel optimization. In order to achieve this, this paper analyzes and optimizes the basic structural elements of the market that provide the market channel organizations which make up the channel structure itself, and the member organizations that comprise the structure - thus the relationship between the market channel and the organizations themselves. Finally, the paper proves the view of liquor marketing channel model optimization through the optimization of Kong Fu Jia liquor marketing channel model.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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Study on the Optimization of Liquor Marketing Channel Mode

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