疏峻：以零售终端触点拉动通路批销大盘（国外英文资料）.docVIP

疏峻：以零售终端触点拉动通路批销大盘（国外英文资料） Enterprise background Jiangxi provincial state-owned large enterprises of liquor four wine, lushan meeting in 1959 by premier zhou enlai scent of pure alcohol, with an endless high praise, Era of planned economy towards the end of 1975, deng xiaopings comeback, camphor tree through four winery, also gave four wine the wine to taste, taste unique eight words of praise, (today we come back to see the go into the thousands of residents is the lotus white glass bottle variety.) In September 2002, comrade jiang zemin, after tasting the four wines in nanchang, praised the name famous and excellent wine. And then there is the obvious exaggeration of the political wine of the people. Jiangxi is a well-known liquor company in jiangxi province. Before the end of the 1970s, the four wines were used as a rationed distribution of baijiu in jiangxi province, and had a market share in baijiu. (especially the residential consumer market share) But looked from the eighty s, four wine is also affected by the dual economic structure under the condition of, and although the country had invested more than 6000 in the mid - 80 - ten thousand yuan of capital expansion and renovation, however, single product variety, serious internal management and heavy loss caused the landslide, sales revenue, heavy losses for six consecutive years enterprises. (sales revenue fell from 200 million yuan in 1991 to 54 million yuan, with employees earning just 200 yuan a month.) Product and market positioning thinking Based on the understanding of the enterprise and product time background, and basis for the later business leaders to four wine made by the conclusion of wine it is famous and people, Im from two aspects of the four wine products and market orientation was studied and grasp: Four wine is wine, first, because we all know, the countrys leaders have praised it, give a high evaluation, and as a quantitative distribution plan for liquor products, according to province res