on chinas home appliance industry marketing channel relationship management（在中国家电行业营销渠道关系管理）.docVIP

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on chinas home appliance industry marketing channel relationship management（在中国家电行业营销渠道关系管理）.doc

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on chinas home appliance industry marketing channel relationship management（在中国家电行业营销渠道关系管理）

On China’s home appliance industry marketing channel relationship management [Abstract] With the advent of the 21st century, China’s economy is in a period of rapid growth, the product of a buyer’s market has been formed, the market competition becomes increasingly fierce, many products (home appliances) competition in the market has gradually shifted from pure price competition to a multi- changing levels of competition in which channel is increasingly seen as a competitive advantage can provide a unique source of how to correctly grasp the development trend of channel relationships to promote the implementation of various cooperation channels is studied in this paper to the main issues. [Keywords] channel relationship management; channel integration A marketing channel relationship management 1.1 Vision control Enterprises, to use the market to prove their outstanding performance, the other to keep the prospect to describe their dealers. Dealers recognized the company’s philosophy, corporate culture, business development strategy, the company’s key leaders, Even if the policy being inappropriate, temporary problems with the product, the dealer will not care. 1.2 brand control Through this brand to the dealer to bring lower cost of sales, sales efficiency and control of distribution channels. 1.3 Service control Company’s sales representatives not only sell to dealers, but also to help dealers improve sales efficiency, reduce sales costs and increase sales. 1.4 terminal control First identify the product to retailers, brand identity, identity manufacturers, rather than first recognized dealers, manufacturers will have to grasp the problems at the dealer when the retailer to switch to the new channel without affecting sales. 1.5 control of interest Control of the dealer remove the service, but also in the interests of control, give the dealer a sufficient interest in other words, corporate profits to the dealer than the d