诊治渠道的病（Diagnosis and treatment of channel diseases）.docVIP

诊治渠道的病（Diagnosis and treatment of channel diseases） Distribution channel (also called the trade channel or channel) is an indispensable link in the marketing system of products, most manufacturers are not directly sell their products to consumers, but through intermediaries (i.e. channel). Why should companies use distribution channels instead of selling them directly to consumers? In fact, the direct marketing enterprise need financial support, such as giant, Haier group to sell their products through thousands of independent dealers, but to buy out the thousands of dealers, even Haier cannot raise huge funds. In addition, direct marketing is not feasible in most cases. For example: in the establishment of robust bottled water small retail stores, or the sale of pure water from door to door, or by mail, this is not reality. Through the huge distribution network of many independent distributors to sell Lebaishi pure water, things will be easier. The purpose of enterprises by middlemen is that they can more effectively promote the goods to enter the target market, marketing intermediaries with their own resources, experience, professional knowledge and operation, with the common development of enterprises and growth. The so-called distribution channel means the set of interdependent organizations that prompt the product or service to reach consumers quickly and smoothly and be used by consumers. As the product, price, promotion more homogeneous, in recent years, competition for access is to spare no effort, cidaoxianhong. In such a complex background, it is an enterprises dream to make rational and scientific use of the channels and establish differentiated competitive advantages. However, the blind planning and lax management of enterprises in the establishment of distribution channel model have caused great harm to enterprises. The enterprise seems to suddenly have to face: retail investors diandaqike, not only to bargain with you, but your sales policy; the middle