如何有效管理二级批发商（How to effectively manage two wholesalers）.docVIP

如何有效管理二级批发商（How to effectively manage two wholesalers） The two batch, can you cancel it? In the fast consumer goods industry, along with the implementation of the depth distribution pattern in some industries, a flat channel has been the media lively topic, some so-called marketing experts advocate the abolition of the two batch, the implementation of a number of direct control terminal channel model and enterprise direct control from marketing channel mode terminal. The author is deeply worried. The author doesnt deny that the channel flattening is the direction of channel change, but it is flat and flat. It is a trap to flatten the channel at the expense of channel loyalty and efficiency. The author believes that the two batch can not be abolished blindly, and in most industries and regional markets, the two batch of status should be strengthened. First, the traditional channels (manufacturers --- a group of commercial - --- two batch of commercial --- terminal) in many sectors of the regional market or mainstream channels, the two batch of business is currently an important member of the traditional channels. Two, the flattening of channels is a strategic project, because of the existence of regional market characteristics, flattening needs a process. The three and two batches are both an wholesaler and an important part of retail sales. The four and two batches are large in number and wide in radiation, which can not be replaced completely by a batch of manufacturers. Five, some of the two cancellations will not stop doing business, but become distributors of competitors. Six, a batch of manufacturers and terminal control ability is not strong, the abolition of the two batch, will inevitably lead to weakening of the channel system. Seven, the nature of the industry and regional market characteristics determine the significance of the two batch. Such as two or three lines of beer, bottled water, instant noodles and other brands weak, low profits; low level of eco