“渠道神化论”之我见(国外英语资料).doc

“渠道神化论”之我见(国外英语资料) Liquor marketing channel mode from traditional marketing to the second batch of manufacturers direct mode, from the end disk drive to consumer disk drive, and the rise of high-end products now in PR group purchase, although the channel mode of operation for a larger proportion, but repeated the newspapers and intensified the channel deification theory. I think six errors exist in the operation of concern and thinking: Misunderstanding 1: doing channels is to make products everywhere Last year I met a liquor dealer, talked about the sales of the product, the dealer is a face of helpless, repeatedly asked why the author complained, the distribution rate is very high, but sales did not go. After talking to find the dealer in the city of N last year, sales outlets more than 1000, year sales revenue about 5000000 yuan, to expand the market coverage to increase sales, distribution and retail outlets reached more than 3000 last year, is the size of the restaurant, Shang Chao, non-staple food and cigarette and liquor vendor retail goods rate reached more than ninety percent, but at the end of the year the sales income was about 6000000 yuan. Why have the goods outlets doubled, while the sales revenue has only increased by twenty percent? Whats the difference between giving and reaping? Let the product everywhere, everywhere can buy and the distribution rate is equal to the sales force, eliminate the blind spot of product display this argument has one sidedness. First, liquor as a luxury consumer goods, subject to time, place, habits, emotions, status and other factors, it is impossible to see the product and consumption. Two is the liquor product terminal marketing, stress is effective outlets, product shop to retail shop cant sell, has become invalid terminal. Three is the relationship between the sales and distribution rate. In a range of sales and distribution rate is directly proportional to the growth, exceeding the limit order, distribution volume a