What is channel layout

1, channel layout refers to the planning of the channel, specifically the product or service sold to what place, or sold to whom, a clear selection of customer standards, and in accordance with the process of prior planning to find standard customers.

Second, the content of the channel layout:

1, the scope of the channel layout, that is, the layout of the scope of the territory, that is, how much area.

2, the number of channels in a certain range of layout.

3, in a certain range of the quality of choice of channels, something, something, choose valuable channels is fundamental.

Three, the basic principles of channel layout

1, in accordance with the company's overall strategy and the overall requirements of marketing layout.

2, the enterprise "air, land and sea" forces should be deployed in place and work together.

3, to take the point to lead the face, step by step, focus on breakthroughs, rapid replication and so on in accordance with the plan.

Four, channel layout of the channel "three degrees" planning:

1,? The depth of the channel: the depth of the channel is the depth of the channel is designed to layer, which is strategically positioned with the enterprise's channels, according to the level, generally can be divided into a layer of channel depth that is the depth of the direct sales channels, the second layer of channel depth design, the third layer of channel depth design, the depth of the fourth layer of channel design, and so on.

The level of more or less by the enterprise based on the strategic requirements combined with the regional market conditions of the channel access to the appropriate planning and positioning.

For example, the traditional home appliance industry in the depth of the channel design are generally done in the secondary market to develop a first-class agents, first-class agents directly to the three or four levels of the market retailer supply, which belongs to the typical depth of the second-tier channel system.

2, channel breadth: channel width refers to the nature of the channel access, such as network access, store access, KA access, agent access, etc., these access options and access to the number of more or less by the enterprise's strategy and resources to support the decision.

3, the width of the channel cooperation model: as mentioned earlier, the enterprise product line under the premise of rich, there may be a lot of access, these access is to use the exclusive agency mode or according to different products to choose a different agent mode, which is the width of the channel planning;

This is also determined by the enterprise's strategic choices, because of the width of this cooperation channel model once the definition of the unclear It is easy to produce channel conflict, resulting in manufacturers of various products between each other.