Where Is The Key Factor Determining The Mode Of Marketing Channel?

< p > strong > 1, channel level: from the manufacturer to the end user, the < a href= "http://www.91se91.com/business/" > level < /a > is divided into zero level, first level, and two level < /strong > /p >

< p > zero channel: enterprises sell products directly to end-users (including enterprises set up offices and branches).

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< p > first level channel: enterprises sell products to distributors or integrators, distributors or integrators to sell products to end-users.

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< p > two channels: enterprises choose the whole province or the national agent, develop the regional distributor by the general distributor, and then sell it to the end user.

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< p > strong > 2, channel < a href= "http://www.91se91.com/business/" > width < /a >: the number of middlemen at the same level is divided into three types: exclusive, selective and intensive: < /strong > /p >

< p > intensive distribution: use as many distributors as possible to sell goods (rarely used in industrial products).

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< p > choose distribution: more than one, but not all distributors willing to sell products to sell products.

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< p > exclusive distribution: use only one distributor to sell products in a certain area < /p >

< p > example: for example, a distributor in Beijing is exclusive distribution, if there are 2-3, it is the choice of distribution, if more than 3 are concentrated distribution.

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< p > < strong > 3, advantages and disadvantages of various industrial marketing channel models < /strong > < /p >

< p > there is no perfect marketing channel mode for industrial products. Enterprises must balance the following aspects of achieving maximum sales, minimum cost and effective control of channels, and design the most suitable marketing channel mode for industrial products.

In fact, what kind of industrial marketing channel mode is affected by the following six factors.

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< p > six factors determining the mode of marketing channel of industrial products < /p >

< p > < strong > 1) customer: < /strong > < /p >

< p > 1. The frequency of ordering is high, so long channel should be used, and the ordering frequency should be low, so short channel should be adopted.

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< p > for example, monthly fixed orders of industrial raw materials customers and one-time purchase of large machinery and equipment customers, the former channel design can be longer than the latter.

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< p > technical service requirements, the use of long channels should be low, technical service requirements are high, and short channels should be adopted.

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< p > for example, if the computer system of a bank fails, the factory maintenance personnel must rush to the scene in a short time, and react more quickly to customers through short channels or direct sales.

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< p > < strong > 2) < a href= > http://www.91se91.com/business/ > Product > /a > /strong > /p >

< p > 1. The product is simple in structure, suitable for long channels, complex in product technology and suitable for short channels.

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< p > for example: IBM large computer, users are widely spread in government, education, finance, manufacturing, steel, petroleum, pportation and other important industries.

The most important factor affecting its channel structure is the technical complexity and specification of the product. The technical complexity of the mainframe and its many personalized customization decide that only the manufacturer has enough technical strength to sell the product, so direct selling or shorter channel is an option.

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< p > product is light in weight and suitable for long channels. The product is heavy and suitable for short channels.

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< p > for example, the weight of computer chips is lighter than pportation distribution, so it is suitable for selecting long channels.

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< p > some products can not be sold directly, < /p >

< p > for example, instruments and low voltage electrical appliances must be combined with distributors before they can be sold. For example, cement and steel in building materials must be sold through the construction unit, so they can not sell independently to the real estate agent.

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< p > < strong > 3) manufacturer < /strong > /p >

< p > 1. When manufacturers enter the market, the time should be exclusive distribution, and the entry time should be long.

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< p > enterprises have just entered the new market, they do not understand the market situation, and the sales force is very weak. They have no ability to control the offline channels. The sole agent is probably the best choice.

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< p > 2. Manufacturers should have exclusive distribution and strong strength if they are weak in strength, so they should choose to distribute < /p >.

< p > enterprise brand global brand network influence, financial strength and management channel will directly affect the design of channels.

For example, large manufacturers look for small dealers to find more, while small factories find large dealers only to find one.

In addition, enterprises with low brand influence and unable to provide enough credit sales services will hardly enter many chain professional stores, such as B&Q stores.

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< p > < strong > 4) < a href= > http://www.91se91.com/business/ > distributor > /a > /strong > /p >

< p > 1. Distributors should adopt exclusive distribution and strong strength if they are strong enough to choose distribution.

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< p > such as: many manufacturers set up branch offices, although there are channels to sink and control the market, but also with local strength can not provoke the general agent, and finally had to play the role of general agent instead of roe.

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< p > dealer desire: many manufacturers are unable to attract middlemen, so they have to take the way of direct selling, the so-called "reverse doing channel", through reverse pulling channels.

First make direct selling, gradually improve the influence, attract distributors to join, and finally change to adopt the mode of distribution.

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< p > < strong > 5) competitor's industrial marketing channel mode < /strong > < /p >.

< p > there are two kinds of marketing channels for industrial products. One is to follow competitors' strategies and the other is to avoid competitors' strategies.

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< p > the former is the pattern of replying the competitors' industrial product marketing channel; the latter avoids its busy front and runs the opposite way, adopting a completely different marketing channel mode of industrial products.

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< p > < strong > 6) < a href= > http://www.91se91.com/business/ > environment > /a > /strong > /p >

< p > generally speaking, the more developed areas, the higher the density of distribution. However, the industrial product marketing channel mode of industrial products is not only related to the local economic development, but also must consider the characteristics and concentration of the industry.

For example, the producers of mining machinery may have more distributors to cover more customers in the mining area, and the enterprises that make clothing fabrics are more suitable to set up more home distribution in the areas where garment processing is concentrated.

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