The Source Of Channel Dominance Of Clothing Enterprises

In today's buyer's market, market channels, as a bridge between goods and customers, naturally become a scarce resource. Especially today, when product homogenization is more and more obvious, like other scarce resources, it can be said that for a long time in the future, whoever has a strong channel dominance, whether manufacturers or dealers, retailers, will occupy the initiative in the entire market value chain. According to the sociological classification of the source of dominant power, researchers of channel theory believe that Dominance of clothing channels There are five main sources of compensation, compulsion, professional knowledge, legitimacy, basis or attribution.

Remuneration. The control from remuneration means that a channel member controls other channel members by providing remuneration to other channel members. Compensation control is based on the belief that the dominated has the ability to provide compensation to the dominator. For example, the price difference or gross profit provided to other channel members, various discounts and the distribution rights granted in a certain region are specific forms of remuneration. Mandatory. Coercive control refers to the control of a channel member over other channel members through some coercive measures. The premise of compulsory domination is that the dominated person believes that if he does not comply with the requirements or regulations of the dominator, he will be punished by the dominator. For example, canceling the franchise contract, stopping the supply, reducing the price difference or gross profit, etc. are the specific forms of compulsion.

Expertise. The domination from professional knowledge refers to the domination of a channel member over other channel members through certain professional knowledge. The domination of professional knowledge is based on the premise that the dominated believes that the dominator has some professional knowledge he needs. For example, business consulting, store design and commodity display guidance, staff training, etc. are specific forms of professional knowledge. Justification. Control from legitimacy refers to that a channel member, through the recognition of the legitimacy of rights and obligations Channel members Domination. The premise of legitimate domination is that the dominator believes that the dominator should exercise some influence on the dominator, or have the right to influence the dominator, while the dominator has the obligation to accept the influence.

Most researchers believe that literature should be dominated by the above five channels. Similarly, the dominance of basis or attribution also mainly exists among individuals. Generally speaking, when a person thinks that another person or group has a certain charm, he or she will have the desire to belong to that attractive person or group. At this time, that person or group with a certain charm will have a dominant power over the person or group with the desire to belong. However, enterprises and organizations that aim to pursue economic rationality rarely have the desire to belong like individuals. The so-called information domination refers to the domination of a channel member over other channel members by providing new information that has never been used to other channel members. However, the information control mentioned here is actually the aforementioned professional knowledge control, which can be divided into eleven independent sources of control.

Compulsory control mainly refers to the above-mentioned compulsory control, while non compulsory control mainly includes compensation control, professional knowledge control, legitimacy control and basis or attribution control; Exercised domination refers to the domination that can be actually exercised in a clear form or material means, mainly including remuneration domination, compulsory domination and professional knowledge domination, while non exercisable domination refers to psychological support that has no clear form, is invisible to the naked eye, and is difficult to be actually exercised, mainly including legitimacy domination and basis or attribution domination. In a word, although researchers do not ask questions from the perspective of research or observation Channel dominant source However, the above five classifications are generally recognized by the circulation theorists.