《成就优势渠道》节选3终端运做中两难问题的处理策略（Achievement advantage channel excerpt 3 terminal transportation in the dilemma of dealing with strategies）.docVIP

《成就优势渠道》节选3终端运做中两难问题的处理策略（Achievement advantage channel excerpt 3 terminal transportation in the dilemma of dealing with strategies） This article is a chapter on the strategy of dealing with the dilemma of terminal transportation in the book how to improve channel rationality, control power, efficiency and competitiveness by Mr. Li Zhengquans new book achievement advantage Channel - how to improve channel rationality, control, efficiency and competitiveness. In the terminal planning and operation, we often encounter three problems as following: one is the channel control ability and market penetration trade-offs; two is the market share and sales profit rate is three in the trade-off between; from the key swing or confusion on all fronts. Next, we have to solve these problems. ...... Market share or sales margins around us, we often see such and such a different business: Some enterprises, hypermarkets, supermarkets, convenience stores, street shops, specialty channels, special channels and so on, as long as it is able to contact with consumers and bring sales opportunities, will enter the Zuantoumifeng. What are they after? Is the city shop shelves rate and distribution rate, market share. For some other companies, they can enter WAL-MART, but they dont go into carrefour. For what reason? Because Carrefour is currently the highest market exorbitant tax levies . For many brands influence, product competitiveness limited enterprises, into the Carrefour, not to mention profit, that is, profit, fees flat, need to burn incense. What is the pursuit of these enterprises? Its sales margins. Obviously, there are some natural contradictions between market share and sales margin. What should we do? First, a clear understanding of themselves in order to make more suitable for their choice. We need to answer these four questions: First, what is your product and product mix? If our product is aimed at high-end consumer groups, so we do in the terminal when it is not excessive pu