张超实用工具新产品渠道优势选择分析（Zhang Chao utility selection and analysis of channel advantages of new products）.docVIP

张超实用工具新产品渠道优势选择分析（Zhang Chao utility selection and analysis of channel advantages of new products） The choice of channels for new products is usually the most difficult one. Even the managers who are familiar with all kinds of sales channels are inevitably in a dilemma. This process is like picking a son in law. Supermarkets have fixed a large number of mature consumers, but is difficult to access and fees, and often in the price on the counter; traditional retail enterprises; good development, but the scale is small, the crowd is limited, difficult to roll out new product sales; the existing sales channels mature, but the new products may also influence the result was uncertain. The original product sales; for new products to open up new channels to human and material resources, and risk. Various methods have advantages and disadvantages, and it is often difficult to make objective and accurate decisions. In order to consider more objectively the channels for evaluating new products, we should answer three questions: L which channels are suitable for new products, and are enterprises affordable? L what channels are stable and have some scope for development? L What are the channels that can speed up product and consumer contact? By answering these three questions, we can effectively eliminate some of the channels that are not available and screen out alternative channels for new products. To answer these three questions, clearly, it is necessary to conduct a comprehensive analysis on the channel, from the product characteristics, market characteristics, characteristics of the three channels, a correct understanding of the whole channel design requirements, based on the evaluation, design and combination of channels, and ultimately the formation of channel strategy, establish effective channels.. Analysis and location of product characteristics Product positioning and channel selection: positioning different products should choose different sales channels. As the se