What Is The Treatment For Dry , Chapped And Cracked Nipples?

For about 3 or 4 yrs now my nipples get very dry,chapped,cracked during winter and its very embarassing.They get very itchy and i tend to scratch even though i know i shouldnt.Sometimes they seem kind of raw and then clear to light yellowish liquid keeps coming out.When my nipples finally start to become dry again and not raw it rubs on my bra and gets stuck to it and then i pull on my boob or smth and it like rips back off.. i need help its soo annoying what do i do ?