汾酒集团营销渠道策略研究.doc

摘要:随着社会主义市场经济的快速发展，白酒行业的竞争逐渐走向白热化。在新的市场环境下，企业如果想取得成功，务必对自身进行改革优化，适应市场发展的新需求。在外部条件一致的情况下，企业只有改善自身，增强优势,才能在市场上立足。目前白酒企业的内在问题主要在于营销渠道的运作与管理这部分。本文根据国内外营销渠道理论，结合汾酒集团营销渠道现状，找出企业渠道存在的不足之处，从而对其提出改革方案。

　　　本文采用文献分析法、SWOT分析法等研究方法，首先对汾酒集团的渠道现状进行阐述，再对汾酒集团的内部优势、劣势、外部的机会和威胁进行系统的分析，找到汾酒集团应采取的最适宜的渠道策略。有效的营销渠道体系在企业事业成功的影响因素中占据非常重要的比重，现在汾酒集团的渠道模式应以终端为核心，往“扁平化”方向发展、多渠道整合方向发展，才能占领市场。汾酒集团只有在充分认识到市场行情的基础上，对当前的渠道模式进行改进和优化，实行新的整合性渠道模式，才能从根本上转变企业当前营销局势、实现汾酒真正走向全国市场之路，实现汾酒的再度辉煌。笔者希望本文能为汾酒渠道策略提供理论参考，也为其他白酒企业的渠道建设提供借鉴。

关键词 白酒；汾酒集团；渠道策略

Abstract:With the rapid development of the socialist market economy, Liquor industry competition gradually turns white-hot. In the new market environment, if you want to be successful, it is important to reform itself to adapt to the new demands of the market development. In the case of the same external conditions, the company has only to improve their own advantage to gain a foothold in the market. Liquor business inner main problem lies in the part of the operation and management of marketing channels. According to the internal and external marketing channel theory, combined with the status of marketing channels Fenjiu Group, we can point out existing enterprise channels inadequacies, thus put forward the reform plan.

　　　In this paper, the literature analysis, SWOT analysis and other research methods are used. Firstly, it describes the channel status quo of the Fen Group, secondly, it systematically analysis Fenjiu Group's internal strengths, weaknesses, opportunities and threats, finally, we can find out the most appropriate channel strategy for Fenjiu Group.

　　　Effective marketing channel system occupies a very important proportion of influencing factors in the success of enterprises. In order to capture the market, Fen Group channel model should be based on the terminal as the core, and develop in the direction toward multi-channel integration and flat channel. Fenjiu Group should improve and optimize the implementation of the new integrated channel model in order to fundamentally transform the current marketing situation only in full recognition on the basis of market conditions. Fenjiu can truly go on the way to the national market to achieve glory again. I hope this article can provide a theoretical reference for fenjiu channels strategy, and it also provides a reference for the other channel construction of the liquor business.

Key words  liquor   Fenjiu Group   channel