Precision Marketing and detonated the digital age Merchants myth (Part I).doc

 PAGE \* MERGEFORMAT 6 Precision Marketing and detonated the digital age Merchants myth (Part I) The author has been in the past two years to help companies do consultant work, investment activities (some companies call channel development) is one of my more contact work. From two years of experience, the traditional investment conference or exhibition, or personnel of the investment market under way to pull customers increasingly shown his limitations, the effect is less and less satisfactory. Why do I say? According to the author’s observation, generally there are several reasons: First Merchants information are too many, so that dealers unable to distinguish good and bad; With the growing homogenization of the industry, manufacturers of products or services between homogeneity is very serious, therefore, for manufacturers, looking to expand distribution channel is also reasonable, but high-quality channel resources are always limited, which resulted in the initiative of the market rules of the game tend to channel one, also means that the choice of space superiority dealer for further increases, and their requirements conditions increasingly harsh. Resulting in manufacturers ‘can not shirk.’ The second is the business of ‘investment immune disorder.’ Objectively speaking, the dealer is not without joining the demand, as long as there is a market, dealers are always opportunities in the selection, choose the brand. However, the market is settling down old dealer, which is not the aspect arena for many years, from the manufacturers when repeatedly, repeatedly misappropriating from manufacturers irresponsible game which broke out, many businesses began to have immunity, and either you hype, eloquent, vomit Lotus, I shall stays, like refining the body does not break. Third, investment methodological issues, the digital age, the traditional means of technology investment has been unable to reach the first prospective target customers. For example, t