Traditional marketing model of liquor

Liquor has existed since ancient times, and its history can be traced back to a long time ago. Because of its unique history, liquor has always been in the primary position of liquor and beverage in China. Liquor, as the oldest liquor and beverage consumer product in China, has a good future development prospect. The rising status of liquor has become a universal gift and even a luxury in today's society. The buying point of liquor is different from other products. Naturally, the marketing models of liquor industry and other industries are also different.

China's marketing theories from 4P, 4C to 6P are all product-centered marketing models. The core of this marketing model lies in the marketing combination of product elements through enterprise-centered thinking. Theoretically, this marketing model replaces the products in the central position with customers, values, channels, communication, brands and other elements, but the transfer of these marketing elements has not changed the existing marketing system in essence, but the focus or perspective has changed. Just like a fish swimming in a fish tank, the water has not changed, and the fish has not changed, but the position of the fish has changed. The sea of liquor marketing is the core theory we are discussing today: industrial marketing.

As far as marketing model is concerned, it can be said that homogenization is serious, and many liquor enterprises have realized the importance of marketing model innovation. There are three major directions for liquor marketing model innovation: First, the transformation from trade marketing model to value marketing model. The relationship between liquor enterprises and distributors is changing from "two things" to "one", and the trend of value integration of manufacturers is obvious. Second, the marketing mode of resource monopoly has changed to the mode of resource enjoyment. Liquor enterprises pursue interaction, * * * win-win, symmetry and * * * enjoyment with channel partners. Resources are controlled by the manufacturer, and can also be controlled by the dealer in reverse. Third, from a single marketing model to a compound marketing model. Liquor enterprises have changed from "walking on one leg" to "walking on multiple legs" and expanded their markets through multi-channel models. That is, from one cooperation mode to multiple cooperation modes, it can be two or more combinations of various channel modes such as agency, distribution, joining, exclusive supply, contracting, buyout, brand, online sales and group purchase.