摘 要
近年來，白酒產(chǎn)量屢創(chuàng)新高，部分區(qū)域市場已出現(xiàn)產(chǎn)品供過于求的狀態(tài)、產(chǎn)能過剩的局面，市場競爭激烈，渠道爭奪白熱化。但是，許多白酒生產(chǎn)企業(yè)仍沿襲建立在交易基礎(chǔ)上的傳統(tǒng)白酒營銷渠道模式，從而導(dǎo)致在市場運作中表現(xiàn)出諸如白酒營銷渠道成員組織運行效率低、交易成本高；白酒營銷渠道結(jié)構(gòu)僵化、成本高、信息傳遞不暢；白酒營銷渠道成員組織關(guān)系準(zhǔn)則缺失、關(guān)系短期化等病態(tài)問題。為了更好地解決上述問題，提升白酒生產(chǎn)企業(yè)營銷渠道模式的運作能力，提高白酒行業(yè)的整體競爭力，本文以營銷渠道理論、交易成本理論、關(guān)系營銷理論作為理論工具，運用文獻(xiàn)研究和訪談相結(jié)合的方法對白酒行業(yè)概況、白酒營銷渠道發(fā)展歷程、白酒營銷渠道模式現(xiàn)狀以及白酒營銷渠道模式優(yōu)化的作用機制進(jìn)行分析；提出白酒營銷渠道模式優(yōu)化的路徑，通過對白酒營銷渠道模式基本要素（即白酒營銷渠道成員組織、白酒營銷渠道結(jié)構(gòu)以及白酒營銷渠道成員組織關(guān)系）的分析與優(yōu)化，對整個白酒營銷渠道模式進(jìn)行了優(yōu)化。最后，通過孔府家酒營銷渠道模式的優(yōu)化印證本文對白酒營銷渠道模式優(yōu)化的觀點。

關(guān)鍵詞 白酒；營銷渠道模式；優(yōu)化；路徑
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 significant deficiency in the existing literature research base by summarizing relevant literature about marketing channel - and model - optimization. This paper uses a combination of technologies in surveying scientific literature, as well as interviews to analyze and derive an overview of the liquor industry, which has not been previously published before in the entire enterprise. We use a systematic perspective to begin our analytical survey of the liquor industry as a whole; the liquor marketing channel development path itself; and, importantly, the status of the liquor marketing channel.
This paper then proceeds to discuss the strategically important paths to liquor market channel optimization. In order to achieve this, this paper analyzes and optimizes the basic structural elements of the market that provide the market channel organizations which make up the channel structure itself, and the member organizations that comprise the structure - thus the relationship between the market channel and the organizations themselves. Finally, the paper proves the view of liquor marketing channel model optimization through the optimization of Kong Fu Jia liquor marketing channel model.

Key words Liquor; Marketing Channel Mode; Optimization; Path
目 錄
摘 要 I
Abstract II
第1章 緒論 1
1.1 研究背景及意義 1
1.1.1 研究背景 1
1.1.2 研究意義 1
1.2 國內(nèi)外文獻(xiàn)綜述 2
1.2.1 國內(nèi)外營銷渠道優(yōu)化研究 2
1.2.2 國內(nèi)外營銷渠道模式優(yōu)化研究 3
1.2.3 國內(nèi)外研究現(xiàn)狀評述 4
1.3 研究思路及方法 5
1.3.1 研究內(nèi)容 5
1.3.2 研究方法 5
1.4 本文創(chuàng)新點 6
第2章 基本理論概述 8
2.1 營銷渠道理論 8
2.1.1 營銷渠道概念 8
2.1.2 營銷渠道模式概念 9
2.1.3 營銷渠道職能 9
2.1.4 營銷渠道流程 10
2.1.5 營銷渠道結(jié)構(gòu) 11
2.2 交易成本理論 12
2.2.1 營銷渠道交易成本內(nèi)涵 12
2.2.2 影響營銷渠道交易成本的因素 13
2.3 關(guān)系營銷理論 13
2.3.1 關(guān)系營銷導(dǎo)向的內(nèi)涵 13
2.3.2 關(guān)系營銷導(dǎo)向?qū)I銷渠道關(guān)系的意義 13
2.4 本章小結(jié) 14
第3章 白酒行業(yè)及其營銷渠道模式現(xiàn)狀研究 15
3.1 白酒行業(yè)概況 15
3.1.1 白酒行業(yè)規(guī)模分析 15
3.1.2 白酒行業(yè)競爭分析 15
3.1.3 白酒行業(yè)發(fā)展動態(tài) 16
3.2 白酒營銷渠道模式基本要素簡析 17
3.2.1 白酒營銷渠道成員組織 17
3.2.2 白酒營銷渠道結(jié)構(gòu) 18
3.2.3 白酒營銷渠道成員組織關(guān)系 18
3.3 白酒營銷渠道演變特征 18
3.4 白酒生產(chǎn)企業(yè)與白酒分銷商訪談 19
3.4.1 白酒生產(chǎn)企業(yè)訪談 19
3.4.2 白酒分銷商訪談 19
3.4.3 訪談結(jié)果質(zhì)量控制 19
3.4.4 訪談與文獻(xiàn)研究結(jié)果 20
3.5 本章小結(jié) 24
第4章 白酒營銷渠道模式..