Misunderstanding In Marketing Channel Decision Making Of Garment Enterprises

　　 Misunderstanding of trust

The lack of trust between manufacturers and distributors is very common in our country. In the negotiations, the two sides, from their own interests, try to figure out the intentions of the other party, and make the cooperation as good as possible for themselves. The conditions for signing the contract are harsh, especially between the powerful manufacturers and the weak dealers. Manufacturers do not trust dealers because they often require the other party to pay a high amount of advance payment, otherwise they will not deliver the goods. There are many reasons for the crisis of trust, both macro and micro. From a macro point of view, China's market economy has just started, and people are not familiar with its game rules. There is no concept of trust economy, legal economy, contract economy, and ethical economy for market economy. From the microscopic point of view, there is a vague concept of knowledge in the marketing decision of clothing enterprises. First, it does not enhance the channel management to enhance the competitiveness of garment enterprises, and attaches importance to the important role of marketing channels in competition. The two is to understand the marketing channel metaphysics as the external organization of garment enterprises. They think they are only a department outside the garment enterprise, and only have interest relationship with the garment enterprise. Not aware of Marketing channel As an important external resource, its importance is no less than any internal resources of garment enterprises, such as production department, R & D department and sales department.

　　 Channel strategy lacks personality.

This is clothing enterprise. Channel construction A more common phenomenon. Generally speaking, a good channel strategy should be difficult to imitate. The marketing channel strategy of Chinese clothing enterprises is often the same, and some of them are exactly the same. Marketing channels should be designed according to the needs of consumers, product characteristics, external environment, middleman characteristics, clothing enterprise characteristics, competitive characteristics, past experience and policies of garment enterprises, and so on. Manufacturers should not blindly imitate the use of other people's channels when they do not make adjustments. Besides, channel design is also influenced by factors such as the number of customers, geographical distribution, frequency of purchase, average purchase quantity and sensitivity to different marketing methods. These factors have strong personality characteristics in channel construction. A trend of current channel construction is to design sales channels according to the personality of consumers. Even the unique ability of clothing enterprises in marketing channels such as professional knowledge, brand loyalty, communication ability and market control ability can be well known and understood by other garment enterprises, but they can not imitate in a short time, thus winning valuable time for garment enterprises. The emergence of the Internet has provided technical means for the individualization of channel construction. China's garment enterprises should speed up the construction and planning of personalized marketing channels according to their own conditions, so as to establish unique competitive advantages.

　　 Single channel form

Single channel form is not conducive to Clothing enterprise Integration of the advantages of intermediate channels. The disadvantage of single channel is to restrict the flow of information, logistics and capital, and impede the development of channel functions. The trend of simplification of channel construction in Chinese garment enterprises is very obvious, either by distributing system or by building marketing network. In the choice of channels, the status quo and future development trend of marketing environment are not fully considered, so that the selected channels can not flexibly adapt to the changing market environment. In the strategy of entrusting the local middlemen to sell their products, the first thing is to examine the middleman's management ability, financial ability, the reputation of the garment enterprises, and the auxiliary functions of the middlemen in transportation and warehousing. While paying attention to the current ability, it also pays attention to its potential ability, and selects certain intermediaries through the evaluation and monitoring system. In order to compete for the international market more effectively, some multinational companies make their business and profits grow steadily and establish their own sales network.