白酒营销渠道模式优化研究 .docVIP

摘 要 近年来，白酒产量屡创新高，部分区域市场已出现产品供过于求的状态、产能过剩的局面，市场竞争激烈，渠道争夺白热化。但是，许多白酒生产企业仍沿袭建立在交易基础上的传统白酒营销渠道模式，从而导致在市场运作中表现出诸如白酒营销渠道成员组织运行效率低、交易成本高；白酒营销渠道结构僵化、成本高、信息传递不畅；白酒营销渠道成员组织关系准则缺失、关系短期化等病态问题。为了更好地解决上述问题，提升白酒生产企业营销渠道模式的运作能力，提高白酒行业的整体竞争力，本文以营销渠道理论、交易成本理论、关系营销理论作为理论工具，运用文献研究和访谈相结合的方法对白酒行业概况、白酒营销渠道发展历程、白酒营销渠道模式现状以及白酒营销渠道模式优化的作用机制进行分析；提出白酒营销渠道模式优化的路径，通过对白酒营销渠道模式基本要素（即白酒营销渠道成员组织、白酒营销渠道结构以及白酒营销渠道成员组织关系）的分析与优化，对整个白酒营销渠道模式进行了优化。最后，通过孔府家酒营销渠道模式的优化印证本文对白酒营销渠道模式优化的观点。 关键词 白酒；营销渠道模式；优化；路径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