How To Innovate And Break Through Marketing Channels

P > China's "a target=" _blank "href=" http://www.91se91.com/ "> clothing < /a > marketing channels are controlled in what person's hands? To realize the innovation and breakthrough of marketing channels, it is necessary to understand clearly which people are in control of the marketing channels.

< /p >

< p > from now on, the marketing channel between enterprises and consumers is the focus of people's attention.

This part of the channel links are mainly controlled by dealers and retailers.

Therefore, we can think that distributors and retailers are the most important interest groups in marketing channels. Because of the shortage of marketing channel resources, these two interest groups often show a strong side with enterprises and consumers at the two ends of the marketing channel, which leads enterprises and consumers to pay more channel costs.

It is more likely that due to ineffective control at both ends of the marketing channel, the ineffective operation and management of dealers and retailers will also lead to the loss of both ends.

To this end, in recent years, many marketing planner and business marketer put forward the concept of flat marketing channel, minimize the uncontrollability of intermediate links, and even advocate the zero distance docking between enterprises and consumers, so as to improve channel efficiency.

< /p >

< p > as a company with initiative in marketing channels, we think it is necessary to achieve a certain degree of pformation and innovation of marketing channels. It is imperative to take the necessary channels to achieve breakthroughs in channels.

When we are planning marketing channels for honest people, we emphasize the ability to control marketing channels. The reason is that the distributors often choose which products to go into. Which is not much brand awareness. Under such circumstances, we will flatten the channels, integrate channels, and raise the profit level of individual channels. Then, we will comprehensively balance the sales situation of the distributors throughout the year to carry out a unified year-end bonus. If dealers still sell the same thing in the past, they will not be able to get the goods in the busy season, and the year-end bonus will be greatly reduced.

< /p >

< p > research finds that there are mainly several ways to be adopted by enterprises to innovate marketing channels.

< /p >

< p > < strong > < a > target= "_blank" href= "http://www.91se91.com/" > dress > /a > marketing channel diversification strategy < /strong > /p >

At the beginning of reform and opening up, China's marketing channels tend to be single. With the acceleration of the marketization process, enterprises with strong brand power begin to pform from single channel to multiple channels. Gradually, diversification of marketing channels is accepted and recognized by enterprises. Many enterprises begin to explore diversified channels and achieve good market performance. P

< /p >

< p > diversification of marketing channels enables enterprises to get rid of the constraints of traditional channels, cater to the market segmentation strategy and differentiation strategy of enterprises, and boost the market coverage of enterprises' brands and products.

< /p >

< p > the development process of many domestic enterprises has gone through the process of diversification of marketing channels, such as Wahaha, Haier, Changhong and other enterprises have made beneficial explorations in the pursuit of diversification of marketing channels, and have made some achievements in the market. This provides a theoretical and practical basis for Chinese enterprises to diversify channels.

At the beginning of Wahaha's establishment, sales were mainly relied on the supply channel of planned economy. Later Wahaha began to develop marketing talents, strengthened the construction of regional distributors' channel network, and strengthened the construction of the two or three level market and dealer network, forming a network system of marketing channels covering the whole country.

< /p >

< p > of course, with the widespread use of marketing channel diversification strategy, there are also many market problems, such as channel conflict, interest distribution, channel management and control, and channel cost increase.

However, as long as it is applied properly, marketing channel diversification strategy is an effective tool for enterprise marketing channel innovation.

< /p >

< p > < strong > marketing channel flat strategy < /strong > < /p >

< p > above, we have mentioned that there are many problems in the diversification of marketing channels. Not every enterprise can successfully solve and bear part of the burden of the channel.

With the increasingly prominent management and cost problems brought about by the diversification of channels, enterprises are beginning to explore a new round of marketing channel innovation. One of the more effective ways to deal with these two problems is to flatten channels.

< /p >

< p > at the end of the last century and at the beginning of this century, many enterprises realized this.

With the development of China's retail industry, chain operation has gradually occupied most of the marketing channel terminals. Chain stores, Gome, Suning and other department store chain stores have mushroomed in China's urban market. The habit of purchasing goods directly from factories by WAL-MART, Carrefour and other international chain giants has made it possible for domestic enterprises to find flat marketing channels.

< /p >

< p > Lenovo Group initially established a multi-layer marketing channel system. However, with the increase of cost and the difficulty of management, Lenovo began to consider reducing the marketing channel and reconstructing marketing channel mode.

Since 1998, we have begun to build direct stores and exclusive stores nationwide, minimizing channel levels, and approaching or achieving flat channels.

Later, under the influence of DELL, a new channel mode, "short access chain plus customer marketing", was established, which achieved a good channel competitive advantage.

< /p >

< p > < strong > marketing channel e-commerce era < /strong > /p >

< p > nowadays, the development of e-commerce has made the enterprise marketing channel more choice.

Many enterprises began to set up e-commerce centers, launched marketing activities through network channels, and achieved better marketing results.

< /p >

< p > with the establishment of electronic commerce B2B and B2C network platform, a target= "_blank" href= "http://www.91se91.com/" > clothing > /a > factory direct consumption or use of the direct selling channel of the terminal has been gradually developed. E-commerce enterprises such as Alibaba, Taobao, Jingdong mall, suning.com, Gome online, coba, Amazon, Dangdang, van gesso and so on are almost household names, and are favored and sought after by more and more consumers. E-commerce sales have become a force that enterprises can not ignore.

< /p >

< p > all kinds of enterprises, in addition to continuing to use the original channels, have also attached great importance to the new business opportunities brought by e-commerce, and have invested in the construction of e-commerce channels.

< /p >