营销渠道整合（Marketing channel integration）.docVIP

营销渠道整合（Marketing channel integration） The marketing mix includes four basic elements, namely the product price (Product), (Price), promotion (Promotion) and distribution (Place), transfer from producers to consumers involved in a series of activities is the distribution of. Distribution is inseparable from the distribution channels, distribution channels refers to the product from the manufacturer to the hands of consumers through the intermediaries to connect the formation of the channel. All kinds of goods or the same goods distribution channels are not the same, with the consumer preferences and demand characteristics, different kinds of middlemen, responsibilities and functions of the manufacturers marketing objectives and other channel members to provide the services and support. Distribution channel is the relationship between the formation and operation of organic whole manufacturers, distributors and consumers, the integration of the organism activity depends on the manufacturer and channel members, to satisfy the specific market demand, and can play the maximum effectiveness of channel members, through the division and cooperation of the products and services timely and accurately delivered to the purpose of the consumer. At present, the market competition is becoming increasingly fierce, and the marketing means are becoming more and more abundant. The channel construction is relatively weak, and there are many problems in the channel network: 1., distributors are of low quality and backward management consciousness The market environment is constantly changing, but many distributors cannot timely change the function, not the companys management consciousness, no brand awareness, only the immediate interests, what make money to do what, do not engage in network construction, terminal maintenance, lack of scientific inventory management, data management, customer information, no strategic plan. 2., the internal diseconomy, serious internal friction The distr