企业营销渠道的新变革（New changes in enterprise marketing channels）.docVIP

企业营销渠道的新变革（New changes in enterprise marketing channels） New changes in enterprise marketing channels Many marketing experts believe that, in Chinas enterprises, the channel revolution is quietly occurring. In this channel revolution, production enterprises have investigated their channel strategy and restructured new marketing channels. According to the marketing practice experience of famous enterprises at home and abroad and the new changes of marketing environment, the trend of channel reform is as follows: First, the channel structure: from pyramid to flat direction change The structure of the traditional sales channels in the pyramid, pile up in excess of requirement the competitive marketing environment, the traditional channel has many insurmountable shortcomings: one is that manufacturers can not effectively control the sales channels; two is a multi-layer structure impede efficiency, and the fat channel is not conducive to the formation of price competition advantage; three is a monomial and multi-level information flow can not make accurate and timely feedback; four is the marketing policies of manufacturers can not be effectively implemented. As a result, many enterprises are changing the sales channels into flat structure, that is, the sales channels are becoming shorter and shorter, and the sales outlets are increasing. Channel flattening, as a sales model, simplifies the sales process, reduces the cost of sales, and enables enterprises to have greater profit margins. But flat is not simply to reduce which sales link, but to optimize the original supply chain, eliminate the supply chain without value-added links, so that the supply chain to the value chain changes. Optimization of supply chain management will be the future of manufacturers, distributors, e-commerce operators operating one of the keys to success. Then, how to optimize the supply chain, which should be achieved marketing network, logistics network, information network, customer service n