关键词: 广西皇氏乳业公司（简称“皇氏乳业”）, 水牛奶, 营销渠道, 高端子品牌

Abstract: Guangxi Royal Group Company（short for Royal Group） is a local regional dairy enterprise in Guangxi,which currently has more than 20% of the regional dairy market share in Guangxi. Based on the advantage that the number of buffaloes in Guangxi accounts for one-fifth of China,the high-end buffalo milk sub-brand was launched in 2006.This paper analysed the current situation of channel marketing of this high-end buffalo milk brand of Royal Group in the Guangxi market and drew out the main existing problems in channel development：marketing channels are not updated according to product positioning,lack of innovation in promotion and publicity,lack of effective communication with consumers. On the basis of the analysis of the problems,targeted suggestions are given for the development of the channel：firstly,to clarify the market positioning of the brand and optimise the marketing channels.Secondly,to optimise the innovative promotion methods according to the brand characteristics.Thirdly,to make use of the feedback from consumers to adjust and optimise the marketing channels in time.

Key words: Guangxi Royal Group Company（short for Royal Group）, buffalo milk, marketing channels, high-end sub-brand