How to control and manage marketing channels

[China Glass Network] Channel management is the management of existing channels by the company to achieve the goal of the company's distribution, to ensure coordination and cooperation between channel members, companies and channel members. Channel conflicts are inevitable, and price conflicts and stockpiles can occur between distributors of the same brand. The key to channel management is to determine the root causes of conflicts and their potential hidden dangers, so as to establish and improve an efficient channel management system.

As competition among enterprises continues to intensify, channel competition among enterprises is also heating up. The so-called "channels get the world", then how should companies do a good job in the management and control of marketing channels, so that they stand out in the competition of enterprises?

To do a good job in channel management, enterprises must do a good job in managing dealers. Enterprises must ensure timely delivery, and help dealers to establish and streamline sales subnets, diversify sales and inventory pressure, and speed up the circulation of goods. Strengthen support for dealers' advertising and promotion, reduce the resistance of commodity circulation; increase the sales force of goods and promote sales; increase the utilization rate of funds, making it an important profit source for dealers. On the basis of guaranteeing supply, enterprises also provide product service support to dealers. Properly handle problems such as product damage, customer complaints, and customer returns during the sales process. Effectively protect the interests of dealers from unnecessary damage. Strengthen the order processing management of dealers, and reduce the shipments caused by mistakes in the order processing. Strengthen the settlement management of dealer orders, avoid settlement risks, and protect the interests of manufacturers. At the same time, avoid dealers using settlement to facilitate market chaos.

Enterprises need to have a reasonable management design to do a good job in managing dealers. According to experts, designing a successful channel system requires establishing channel objectives and constraints on the basis of analyzing consumer demand, and establishing major channel alternatives and evaluation methods.

First, the designer of the marketing channel must understand the level of service output that the target customer needs.

Second, determine channel goals and constraints, and different types of companies will determine their channel goals based on constraints.

Later, determine the channel mode.

The channel model is divided into direct sales channels, indirect distribution channels, long channels and short channels, single channels and multiple channels, wide channels and narrow channels.

Direct sales channels refer to the direct supply of products to consumers or users. No intermediaries involved. The form of direct distribution channels is: producers - users. The specific way of direct distribution of enterprises is more, but in summary, there are order distribution, self-opening sales and joint distribution.

Indirect distribution channels refer to the use of intermediaries to supply goods to consumers or users, and intermediaries involved in exchange activities. Typical forms of indirect distribution channels are: producers - wholesalers - retailers - individual consumers.

The length of the distribution channel is generally divided according to the number of circulation links, including the following four layers: (1) Zero-level channels. (2) First-level channels. (3) Secondary channels or manufacturers - agents - retailers - consumers. (4) Three-tier channels: manufacturers - agents - wholesalers - retailers - consumers.

Single channel and multiple channels. When all products of the company are sold by the sales department directly set by themselves, or all of them are distributed to wholesalers, they are called single channels. Multi-channels may be direct channels in the region and indirect channels in the field.

Wide channels and narrow channels. The narrowness of the channel depends on how many quotients of the same type are used in each link of the channel. There are many similar middlemen used by enterprises, and the products are widely distributed in the market, which is called wide channel. Enterprises use less of the same type of middlemen and narrow distribution channels, called narrow channels.

After the favorable channel management design, it does not mean that everything is fine. Enterprises should also pay attention to these problems frequently encountered in the following channel management: (1) Channels are not uniform and easily lead to contradictions between vendors. (2) The length of the channel makes management more difficult. (3) The channel coverage is too wide. (4) The company lacks standards for the choice of middlemen. (5) Ignore the follow-up management of the channel. (6) Blind self-built networks, enterprises can not control and manage terminals well. (7) The channel selection for new product launches is chaotic. If enterprises control and manage these problems improperly, it will inevitably lead to channel confusion and bring losses to enterprises. Therefore, enterprises must do a good job in channel management and have a way to solve these problems.

According to marketing experts, the following methods can help companies solve the problems that are common in channel management.

First, unify the company's channel policy. Standardize service standards to resolve conflicts between companies and intermediaries caused by market fragmentation. In order to prevent the inspection of goods, the inspection should be strengthened. In order to prevent the dumping, the training should be strengthened to establish reward and punishment measures. Humanized management and institutionalized management should be effectively combined to foster a more suitable manufacturer relationship.

Secondly, reduce the link and shorten the time for the goods to reach the consumers. The manufacturers effectively grasp the supply and demand relationship in the terminal market and reduce the possibility that the profits of the enterprises will be diverted.

Once again, manufacturers must have the ability to focus on the operation of each region, improve the channel management level, and actively respond to competitors' key attacks on weak links.

In addition, the choice of middlemen can not over-emphasize the strength of dealers, but ignores many problems that are easy to occur. The relationship between manufacturers should be matched with the development strategy of enterprises. Different manufacturers should correspond to different dealers. The choice of channel members should have certain criteria: such as business scale, management level, business philosophy, acceptance of new things, cooperation spirit, service level to customers, number of downstream customers and development potential.

The control and management of marketing channels is a very delicate problem. Enterprises should find a more suitable method according to their actual situation.

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