如何以渠道扁平化创建市场竞争优势（How to create market competitive advantage by flattening channels）.docVIP

如何以渠道扁平化创建市场竞争优势（How to create market competitive advantage by flattening channels） For a long time, enterprises have created competitive advantage, usually from product strategy. Consistent with this, China enterprises also have followed decades of zero vertical regulation multi-level sales model. Typically, such as the Chinese car market, this vertical multi-level marketing system has been popular in the past. This pyramid marketing framework, reducing the efficiency of channel operations, delay the arrival of products in the hands of consumers, resulting in manufacturers of information on the end consumer control distortion, thereby increasing marketing costs. Moreover, the pyramid system may pass some of the sales risk on the dealer, while the dealer gives back to retaliation, but it makes it difficult for the manufacturer to monitor the quality and service of the sale. If the negative impact, it will eventually threaten, if things go on like this, the image of the enterprises own survival and. In response to this, Shanghai GM decided to introduce the United States general marketing model, to establish its own flat franchise regional distribution network. Thus, Shanghai GM, with the pioneer of franchised store mode, jumped into the leading echelon of the channel flattening in Chinas auto industry. Deeply, the method of creating market competitive advantage is far more than product strategy. Moreover, the vast majority of enterprises in addition to a small number of multinational companies and large enterprises, R D capability is inadequate. This fundamentally restricts the countless enterprises, it is difficult to directly through product strategy to achieve its own business objectives. In addition, in the product, the price, the advertisement homogenization day by day, more and more enterprises discovered, only by the product unique superiority, already very difficult to win the competition superiority in the market. In this context, the vast number of enterpr