How should enterprises establish and control your marketing channels?

The establishment of marketing channels is to select channel members first, and then attract channel members. The basic principle of winning over channel members is to calculate the expected profit according to the short-term profit, expected profit and risk of channel members, and influence their decision-making according to the principles of bounded rationality, asymmetric information and insufficient information. The goal of marketing channel management and control is to win the cooperation and support of channel members and master the initiative of the channel. Its basic means are: communication, profit control, inventory control and marketing plan control, and master as many lower-level middlemen as possible. In addition, we should strengthen the control of marketing channels through the design and improvement of marketing channels, that is, adjust the status and role of the original channel members. Marketing channel is the channel for manufacturers' products to flow to consumers. The management and control level of the manufacturer plays a vital role in improving the market share of the product. Every manufacturer must strengthen this work, especially with the acquisition of trading rights and distribution rights of foreign-funded enterprises after China's entry into WTO, the competition in marketing channels will become more intense. 1. Establishment and control of marketing channels under a given design (1) Establishment of marketing channels (1) Selection of channel members should have certain criteria, such as business scale, management level, business philosophy, acceptance of new things, spirit of cooperation, service level to customers, number of downstream customers, development potential, etc. (2) Basic principles of winning channel members: 1) The middlemen who calculate the expected profits are the goals of major manufacturers, and middlemen generally operate products of some competitive brands. Whether middlemen operate a product mainly depends on the expected profit, which is determined by the following factors: short-term profit, expected profit and risk. Short-term profit: mainly refers to the gross profit of operating this product, gross profit = price difference per unit commodity × sales volume. Generally speaking, manufacturers will definitely give middlemen a high price difference when they start to operate the target market channels, because the sales volume at this time is uncertain. In the future, with the increase of sales volume, the price difference per unit commodity can be gradually reduced. Expected profit: Current profit is not the only factor for middlemen to decide whether to join the channel. Middlemen should also consider the future development of manufacturers, that is, if they become channel members of manufacturers, the expected profits. If the middleman thinks that there will be big sales or high profits in the future, even if the short-term profit is not high, he can consider joining. Risk: This is also one of the main factors considered by middlemen. The profit is high, but the risk is high, and the middleman may not join. The profit is low, but the risk is low, and middlemen may also join. Therefore, we can get a formula: expected profit =f (short-term profit, expected profit, risk), short-term profit and expected profit are positively correlated with expected profit, and risk is negatively correlated with it. 2) Analysis of influencing factors of expected profit Short-term profit: When calculating short-term profit, middlemen mainly consider the price difference. The size of the price difference is mainly determined by the manufacturer, but it should be determined by the following factors: a. The price difference of competitors: generally, it cannot be lower than the price difference of competitors. B. Possible sales volume: The possible sales volume is affected by the sales volume of competitive products, their advantages and disadvantages relative to competitive products, including products, prices, promotion and distribution, as well as the sales volume of the products in other places known by middlemen and their confidence in selling the products. The possible sales volume is large, and the price difference can be small. The manufacturer should determine a reasonable price difference. Expected profit: The expected profit is based on the management level of the manufacturer, the profitability of other products or products in other markets, the support and preferential policies for middlemen, reputation, the style and characteristics of their business representatives and the business development prospects. Of course, the expected profit is also related to the middleman's own conditions. Risk: The risk should be reduced. There are two kinds of risks: on the one hand, market risk, on the other hand, policy risk and reputation risk of manufacturers. Market risk refers to how high the profit of this product is and whether the product is blocked when it is delivered to downstream customers or consumers. The risk of manufacturer's policy refers to whether the design of manufacturer's distribution promotion policy is conducive to reducing market risks, such as how beverage manufacturers deal with spot products and how to deal with the problem that varieties are not marketable. If you promise to exchange goods, it will undoubtedly reduce the risk of customers. The manufacturer's reputation risk refers to whether the manufacturer's policy commitment to the middleman can be fulfilled. Market risk is not determined by a single manufacturer, but the reputation risk and policy risk of the manufacturer are determined by itself.