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案例链接：http://www.cmcc-dlut.cn/Cases/Detail/6594
案例名称：分“酒”必合：五粮液集团中低端产品渠道变革之路
译 名：Wuliangye's Channel Transformation of its Mid- and Low- Product Lines
案例作者：陈婧，李晨溪（通讯作者），袁浩宇，刘禹萱，车宗辉
作者单位：北京航空航天大学
中文摘要：白酒是一种历史悠久、民族色彩浓重的中国传统食品，同时白酒行业也是反映我国饮食文化和民族特色的重要民生产业。在数字经济和疫情常态化的背景下，白酒消费场景和消费群体已经发生变化，传统营销模式不再适用，渠道改革成为了白酒企业走出转型升级困境的首要任务和关键手段。为使集团中低端白酒模块摆脱当前困境，解决原有渠道问题，白酒龙头企业五粮液集团选择进行渠道改革。本案例通过描述五粮液集团两次调整前后渠道结构的不同、渠道矛盾的变化以及渠道激励手段的实施，指出渠道结构的构成要素和表现特征，揭示渠道冲突的多种类型和产生原因，阐明渠道激励的不同形式和五种力量，进一步剖析渠道调整的成功经验和不足之处。该案例能够为准备实施渠道改革的企业提供参考与借鉴。
英文摘要：Liquor is a traditional Chinese beverage with a long drinking history and strong ethnic color. Meanwhile, liquor industry is also an important livelihood industry reflecting China's food culture and ethnic characteristics. In the context of digital economy and normalization of epidemic situation，the liquor consumption scene and consumer groups have changed, and the traditional marketing mode is no longer suitable for the current form. It becomes imperative to reform these channels. To get rid of the current predicament of the group's mid- and low-end liquor product lines and solve the existing channel issues, Wuliangye Group, a leading liquor enterprise in China, chose to carry out channel reform. This case describes the differences in channel structure before and after Wuliangye's two channel adjustments, the changes in channel conflicts, and the implementation of channel incentives, points out the constituent elements and performance characteristics of channel structure, reveals the various types and causes of channel conflicts, and elucidates the different forms and the five forces of channel incentives. It further analyzes the successful experience and insufficiency of such channel adjustments. This case provides a reference for enterprises preparing to implement channel reform.
中文关键词：白酒行业；渠道结构；渠道冲突；渠道激励；2022百优案例；微案例
英文关键词：Liquor Industry, Channel Structure, Channel Conflict, Channel Incentives
案例入库时间：2022-09
