help build competitive intelligence channels（帮助建立竞争情报渠道）.docVIP

Help build competitive intelligence channels I believe those who come into contact with sales and marketing people, all people in the business world will be hard to understand this fact: channel is very important! Although there are many controversial, but the marketing sector, most people are more or less admitted that the modern marketing channel is a crucial aspect in the marketing 4P, the author believes that channel is essential. However, although most of the existing channels, companies themselves have to admit a fact: channel development and possession is not easy, in this process, information and intelligence - in particular plays an important role of competitive intelligence, although many people admitted, channel management is not difficult for most companies in terms of sales, channel management is a relatively easy thing, but the pre-channel development, but a lot of sweat and money to pay, even so it may not be able to successfully capture the channel. Following a car company to channel development process, for example, competitive intelligence to explain the unique role for the channel construction. In the resource acquisition phase, the company’s main distributor from the following sources of information: 1, sweep the streets 2, the dealer take the initiative to apply (for example, official website, phone, etc. 3, DM Direct mail (investment manuals, magazines, car pictures, receipts, etc. 4, the media described 5, internal referrals (such as sales, marketing, etc.) 6, various exhibitions (such as Shanghai, Beijing and other show activities 7, to maintain business referrals These channels, covering a wide range of information access and organize screening for enterprises, such collated information becomes intelligence, as the judge and the basis for selection of potential distributors. The second phase of the application process, also involving the collection of information and judgments. What are the distributors of the infor