The Method Of Optimizing Marketing Channel Risk Management System For Garment Enterprises

　　 Marketing channel risk management system The optimization of the channel needs to start from the design of the channel and continue to the adjustment of personnel allocation, channel operation and channel structure. Optimizing the marketing channel risk management system is to increase the flexibility of the channel system so that it can change with the change of the market. At this time, in addition to strengthening the construction of information systems to facilitate access to information to make decisions; It also emphasizes the scale, target and flexibility of marketing channels. Although the management and establishment of channels are long-term, the market environment is changing. In order to cope with the changed situation, garment enterprises should develop win-win cooperation based on market demand and channel demand; Take your own strategy as the stronghold, and change with the change of the market. If necessary, improve the channel to make the sales channel more ideal.

On the basis of effective market research, establish and improve the channel system and establish a flexible sales network structure. Clothing enterprises can establish the terminal department of the sales network according to the administrative division, industry market segmentation and their own market regional goals. When designing channels, they should follow the following principles: unimpeded and efficient, moderate coverage, stable and controllable The principle of coordination and balance and the principle of giving full play to advantages. Improve the sales channel price policy. The sales channel price policy here mainly refers to the implementation of differential prices within the sales network, including the total sale price, ex factory price, wholesale price, group wholesale price and retail price, so as to ensure that dealers at every level and at every link can obtain corresponding profits through selling products.

It is very important for the actual situation of the current distribution chain in the Chinese market to reasonably combine the channel system and layout the terminals. Therefore, the first step of channel distribution is to think about how to enter and occupy effective terminals. With the strengthening of China's terminal power, large-scale and super large-scale terminal forms have appeared in China's terminals, which play a leading role in the whole distribution chain. However, for many types of consumer goods manufacturers, the sales volume from small and medium-sized retail stores still accounts for the main share distribution channel Very complex, many terminal types, wide distribution, inconsistent game rules and other factors make it difficult for garment enterprises to find effective ways to create a good image of their brands in the channel. Therefore, the way and means of distribution, especially the selection and combination of terminal types, become the key to brand success.

Establish a sound network system and management system to limit the sales activities of the general dealer to his own market area; Ensure that the general dealers all over the country can enjoy the same price when purchasing goods; If the dealer is found to have trans regional sales behavior, his year-end rebate qualification will be canceled. In short, use various means and take various measures to stop cross regional sales. Establish a supervision system to ensure the reasonable and correct implementation of various channel management and control systems. Garment enterprises should establish and improve the supervision system, grasp various situations in a timely manner, and deal with problems in a timely manner without delay. Clothing enterprises Marketing director, executive director, etc. can be set up internally with strict management system to effectively monitor the market.