Dealer Investment And Maintenance (Continued)

Four, how do we handle investment consultation and channel optimization?

1, strategy analysis

It is mainly the analysis of the competitive environment, resource capability and marketing opportunity of customer enterprises.

2, create "channel brand" and plan the channel influence of enterprises.

(1) to understand the real evaluation items and the weight of each item (relative importance) by the dealer company to the brand owner company.

This is not a matter of simplification or feeling.

It is necessary to organize "in-depth interview sessions" of key distributors in various regions, with the help of projective analysis, to understand what each dealer's enterprise system really cares and value most, and what kind of image will make you most willing to cooperate.

(2) integrate related elements inside enterprises

Through internal interviews, we can learn about management, marketing, production, quality and other departments, excavate and clean up all the most valuable elements of "channel brand", and adopt new brand building technology to extract our brand commitment to channel members according to "brand value".

Some elements within the company that are not conducive to "channel brand", which may cause doubts or disrupt trust should be improved; for example, if there are the following circumstances, we should improve: "slow response and slow response", "consumer complaints can not be answered in a timely manner";

The company temporarily lacks, but can enhance trust and reduce paction costs, and should quickly make up classes; for example, the business team's "consultative marketing" ability: "experts open, they know if there is any"; everyone will follow the successful team; let dealers see our business representatives when there is a feeling of "finally find the organization"; this requires the planning ability from the perspective of "channel brand";

(3) creative system, a publicity product that embodies the commitment of the brand to the channel.

Establish a series of "evidence" and a series of "Lenovo" related to brand value and brand commitment.

Such as "introducing the winning team", reflecting the "Chairman's commitment to partners", the story of engineers strictly controlling product quality, etc.

With the assistance of experts, this aspect can be done very carefully and completely in advance.

(4) planning brand pfer

Through the investment conference, terminal management and other "organized and premeditated details", deliberately convey.

(5) differentiation of cooperation mode

We should establish the company's advantages and brand image in the "channel cooperation mode innovation" and attract the recognition of distributors. We can establish a "cooperative mode blueprint" based on market demand and dealer resources in advance.

4, directly reduce costs and reduce the "integration" of expenditure.

We listed the P & G and distributor's integration projects as follows: most of the projects can be promoted:

5. Channel control engineering

The success of an enterprise can not rely solely on mobilizing the enthusiasm of the distributor. It can not rely solely on stimulating dealers and pleasing dealers. Any industrial enterprise without control of the channel will eventually withdraw from the competition in the competition and consumption of "channel bribery war and public relations resource consumption war".

The premise of channel control strategy is "channel brand", which is the core ability of enterprises to attract channels. After having the above premise, we can systematically use the tools and technologies of channel control, win the leadership of channel, actively and strategically mobilize the positive factors of channel resources, and configure the "enterprise chain" that serves their own brands to implement competition.

The three basic strategies have their own advantages.

We can make use of various tools, including price structure, incentive planning, terminal influence, high-end consumer network, and the regional business plan, which has a competitive attractiveness to dealers' overall benefits, through various kinds of tools, including price structure, incentive planning, terminal influence, high-end consumer network, and so on.

Channel control engineering includes a series of tools and training for business system.

　　最后的說明

The channel marketing we advocate is neither a stimulating marketing for the dealers, nor a trap for the dealers. It is based on the overall development strategy of the enterprise, based on the core competence of the enterprise, and based on our channel leadership.

It depends not on personal relationships or ideas, but on values and strategies.

Therefore, it is long-lasting, and it is the foundation for successful investment and good circulation of channels.