白酒企业营销渠道升级转型研究

Upgrading and Transformation of Marketing Channels of Baijiu Enterprises

针对白酒销售低迷期白酒企业营销出现的问题,从外部环境变迁和营销渠道内部机制变革两个方面,研究白酒营销渠道的升级和转型策略。外部经济、社会文化以及技术更新的变迁,推动了营销渠道内部动力机制以及内部权力机制的创新,推动传统白酒营销驱动模式,逐渐转变成主体创新型、扁平化型、关系型以及复合型营销渠道模式。同时在转型过程中,应从稳定转型、平衡渠道成员利益、选择适合战略资源渠道3个原则出发,实现白酒企业营销渠道转型期的合理控制,避免转型对白酒企业造成损失,确保企业利益的最大化。

In order to improve the sales volume of Baijiu enterprises in the period of market downturn,we analyzed the upgrading and transformation strategies of Baijiu marketing channels from the aspects of external environment changes and internal mechanism changes of marketing channels.The changes of external economy,social culture and technological innovation have promoted the innovation of internal dynamic mechanism and internal power mechanism of marketing channels,and have promoted the traditional driving mode of Baijiu marketing to transform into the innovative,flat,relational and composite marketing channel mode.In the process of transformation,we should start from the principles of stable transformation,balancing the interests of channel members,and selecting the channels suitable for the strategic resources,so as to realize reasonable control of the marketing channel transformation period,to avoid the losses caused by the transformation,and to ensure the maximization of the interests of the enterprises.