Integration of channels to seek a win-win weapon.docVIP

 PAGE \* MERGEFORMAT 15 Integration of channels to seek a win-win weapon A prefecture-level city in Hunan Province dealer agent Henry unified brand food companies for nearly a decade of history, but its performance from the 94-year performance of 1.8 million yuan per month, all the way down, slide into the 2002 monthly performance Less than 70 million, companies fail to understand why, multiple exchange crack, also does not help, after some field trips, and finally concluded that: Dealers still remain in the ‘shopkeeper’ business ideas, but also because of the lack of modern management and marketing knowledge, the implementation of marketing actions in the new markets feeling a bit powerless, not only adversely affected by a number of aircraft manufacturers, but also severely constrained the achievement of objectives manufacturers market development process. For the transformation of dealers is imperative for dealers bar, one difficult to find a suitable candidate Moreover, cooperation between companies for so many years, saying that once the switch easily lead to extreme conflict. On the other hand, many manufacturers have put aside self-built network terminal market dealer, but the marketing needs of a large terminal network and backed by strong management capabilities, but also through ‘cost - benefit’ analysis, place of business at least a month 1.5 million sales order to maintain normal operations, self-built place of business would be premature. Use the company finally decided to transform secondary sales by the dealer Henry, by definition, that is, secondary distributors of business, invested part of the head office resources, and distributor of human, material, financial and other resources through the re-integrated to form an organic whole. It will be the traditional distributor of funding, logistics, and their network advantages in the market and manufacturers in the management and marketing advantages combine to give full play to their existing ad