郎酒公司xx地区营销渠道策略研究

当今社会，商品高度同质化，白酒企业想要在激烈的竞争中获得利润的最大化，就必须要做到精打细算，而对营销渠道的合理管理，就在很大程度上为白酒企业减少运作成本，从而使白酒企业获得更大的利润空间。产品从生产到消费者手中，是通过一定的渠道实现的，酒水行业里市场营销渠道的决策是一个复杂的过程，渠道选择的正确与否，是白酒企业能否实现市场营销目的的关键，“得渠道者得天下”、“渠道为王，终端制胜”等等，都是渠道真实性的重要写照。
本文通过对郎酒集团一系列资料的查询，结合自己在郎酒实习过程中的观察和总结，对郎酒集团的渠道策略进行了较为全面的归纳分析，得出了郎酒集团目前存在的不足之处，再根据它的不足之处找出了存在不足的原因，然后根据郎酒集团目前的实际情况对其不足提出相关的解决方案，希望会对郎酒集团以后的发展起到一定的作用。

关键词：渠道；渠道管理现状；渠道问题与原因；渠道问题解决措施
Research on Langjiu Group Co., Ltd. Xian area marketing channel strategy
Abstract
 In today's society, competitive goods, liquor enterprise wants to in the fierce competition in the maximization of profit, it must be cost-effective, but to marketing channel reasonable management, it is to a great extent for liquor company to reduce operating costs, so that liquor enterprises to gain more profit space. Products from the production to the hands of consumers, is through the certain channels to achieve, drinks industry marketing channel decision is a complicated process, channels of choice is correct or not, is the enterprise can realize the liquor market marketing purpose of the key, "have to channel the world", "channels for the king, and terminal winning," and so on, are all channels the authenticity of the important portraiture.
This article through the coordination group a series of material query, combined with the practice in coordination in the process of observation and summarized, the coordination group channel strategy makes a comprehensive inductive analysis, it is concluded that the coordination group currently exist deficiency, again according to the shortcomings of it out of the inadequacy of the reasons, and then based on the coordination group the actual situation the shortcoming of relevant solutions, hope the coordination group will later development plays a certain role.

Key Word: channel; channels management situation; channel problems and reasons; channel problem solving measures

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