从个案看中小渠道商管理（Management of small and medium-sized channel operators from case study）.docVIP

从个案看中小渠道商管理（Management of small and medium-sized channel operators from case study） Management of small and medium-sized channel operators from case study Background: 2002 is an eventful year Wine market especially the market Wine mountain. The first is that after October, Chinese business first disclosed some of Chinas Wine factory using foreign garbage blending wine after the fact, in December 1st, CCTV News 30 to Tonghua: the truth Wine , the disclosure of Jilin small Wine factory in the wine making process in the application of the fake, shoddy doping after some local media phenomenon; a reprint the content, reported the mountain view by Wine as offbeat brought a huge crisis of confidence, to the whole industry, resulting in some countries have formal production, sanitation license and certificate of quality brand of wine, have also been implicated, sales fell into a trough. Our client - poly Li source Industrial and Trading Company is one of the regional injured dealers. As early as 5 or 6 years ago, poly Li selected the famous wild mountain wine production base - Jilin Changbai Mountain Tianchi winery CZW wine. Take the market and enhance the overall A new force suddenly rises. Wine wild Wine, agents have been successful in Tsingtao Brewery, longs peanut dew, Wahaha, Xufu liquor on the basis of experience, together sources do publicity, advertising, into the mall, for the two batch, the CZW market a strong up to the end of 2001, half of the country the QD has been firmly seize the wild Wine sales, brand awareness of the way ahead. However, the market in the beginning of this should be a sudden change in the situation, too proud horseshoe light after 2002, CZW wine sales fell steadily. Especially in the winter of 2002, under the influence of the media, product sales fell by 35% year on year, showing a huge market crisis. To this end, we carry out crisis management tasks in-depth enterprise, but after full investigation, but for its out of crisis crisis, brand,