白酒营销渠道模式创新研究

探索和创新营销渠道模式是白酒企业为了适应新的内外部环境,降低交易成本的重要举措。本文在分析现行白酒企业主要营销渠道模式弊端的基础上,讨论了白酒营销渠道模式创新的动因与机理,得到的结论是白酒营销渠道系统外部环境的变迁引起渠道内部机制的创新,在这些内外部环境变化的驱动下,营销渠道模式向着主体创新型、关系型、扁平化及复合型渠道模式方向发展。

Research on the Liquor Marketing Channel Model Innovation

Exploring and innovating marketing channel models are important initiatives for liquor enterprises to be adapted to the internal and external environment and low the transaction cost. This paper,initially,analyzes the disadvantages of main marketing channel models,which liquor enterprises take presently. And then,it discusses the motivations for innovations of liquor marketing channel models. Finally,we get the conclusion that the changes of external environment for liquor marketing channel system cause the innovation of internal mechanism in the channel. Driven by those external and internal environment changes,liquor marketing channel models develop toward main body innovations,relational relationships,flat structure and compound models.