吹尽黄沙始见金--再谈白酒买断经营(国外英文资料).docVIP

吹尽黄沙始见金--再谈白酒买断经营 In 2002 Chinese liquor magnate Wuliangye issued a 38 joint venture agreement to require all associates winery before January 31, 2003 to stop production Wuliangye bought the brand of wine, such as the continued production of counterfeit products will be punished. The Wuliangye group thus opened the prelude to a cut in buyout brands. In 2004, Sichuan Luzhou company also launched a major reform measures, shrink buy brands, in addition to retaining individual brands, most of the Luzhou brand buyout brands were terminated cooperation. This is the wine boss Wuliangye big brand after another brand of liquor enterprises, buy out the brand hand in hand.. Since then, Shuanggou, Quanxing and other well-known liquor companies have to shrink the brand camp, streamline brand, cut back the number of its own brand, the brand products to stop production and quickly withdrew from the market, and these brands are mostly brand buyout properties, which set off huge waves in the liquor industry, the industry in this regard There were many discussions., veiled criticism, and even attacked. However, the liquor buyout business really desperate, come to an end? It is necessary for us to reexamine and correctly deal with the marketing mode of liquor brand buyout. I. overview of traditional distribution mode in liquor making industry As everyone knows, the liquor industry is the traditional distribution model of products from manufacturers - distributors - distributors (regional total distribution) -- consumers, effective communication products supply and demand, to meet the needs of peoples material and cultural life, promote social and economic development. However, with the development of the market economy, the shortcomings of this distribution model gradually exposed, so that the industry can not help. Mainly in the following aspects: 1., the price system confusion. Many enterprises in product pricing has adopted a general price (regional total distribution), a, two gro