分销渠道策略（Distribution Strategy）.docVIP

分销渠道策略（Distribution Strategy） Distribution Strategy The effective channel design, should be to determine the enterprise to achieve the market as the starting point. In principle, the choice of target market and not the channel design problem. But in fact the market selection and channels are interdependent. Favorable market coupled with favorable channels, can make the enterprise gain profit. The product factors affecting the choice of distribution channels of different requirements of different services, different middlemen have different service capabilities, the channel between members of power affect to meet customer needs, and limit the producers on the channel selection. The main factors influencing the choice of distribution channels are: product Different products for different distribution channels, there are many features influencing channels: not easy to preserve products (such as perishable seafood products) for direct channels; large volume products (such as building materials) transport distance should not be too far, resale number should not be too much; non standard products (such as custom machinery and equipment and commercial forms etc.) because middlemen lack the necessary professional knowledge, generally by the enterprise sales agents directly; need to install and repair services are generally by the enterprise franchise sales; high value products are often by enterprise sales direct sales team. customer The distribution channels by the number of customers, distribution, purchase frequency, average purchase amount and the sensitivity of different marketing methods and other factors. When the number of customers for a long time, long channel producers tend to use each level there are many middlemen. But the importance of the number of buyers and modified by the geographical distribution of. For example, manufacturers direct sales to 500 customers concentrated in the same area cost, than sales to scattered in 500 regions of 500 less customers. Bu