How do small and medium-sized enterprises construct marketing channels? ( 1)

Nowadays, the competition among enterprises is not only the competition of technology, brand and product quality, but also the competition of marketing channels has become the most important link and the commanding height of enterprises in the market competition. The so-called channel is king-a marketing network that can cover and control the whole target market and a marketing management system that ensures the effective operation of this marketing network have become the most precious and important capital of enterprises.

First, the new concept of marketing channels and the new development of channel management

Marketing channel is one of the core concepts of marketing research. The world-famous marketing guru kotler pointed out that it is a group of interdependent organizations that promote the smooth use or consumption of products or services. Stern (1969) believes that channels are composed of a group of professional organizations. Since the end of last century, with the profound changes in the global marketing environment, scholars at home and abroad have gradually deepened their understanding of marketing channels and their management. Zhuang pointed out that channel relationship refers to the relationship between organizations that occur between different legal persons, not the relationship within organizations. Generally speaking, the marketing channel refers to a series of links in which products (services) start from producers, pass through wholesalers, retailers and commercial service institutions at all levels, and finally reach the destination, and are owned by users (consumers), and provide guarantee for their use. With the development of network economy and globalization, e-commerce has impacted the marketing channel system in many aspects. The marketing channels of enterprises have developed from a single and rigid form to a diversified, flexible and adaptable form. Wang Chaohui pointed out that the marketing channel management concept of modern enterprises has undergone major changes.

First of all, marketing channels have become an important source of cultivating and developing the core competitiveness of enterprises, not just as a management function. At the same time, the channel strategy has also begun to focus on strengthening the core competitive advantage of enterprises.

Secondly, the understanding of marketing channel function has changed, from the original logistics form to value-added services. Traditional marketing channel functions include: classification, sorting, matching, warehousing, transportation and so on. In modern marketing, service is becoming more and more important. Enterprises sell not only products, but also functions such as reputation and affection, which is one of the most basic concepts of modern marketing.

Third, taking customer demand as the starting point is the main idea to guide the whole marketing process. That is, taking consumers as the starting point, through integrating the activities of producers and distributors, we can meet the needs of customers with the lowest cost, the fastest speed and the best service.

At the same time, the enterprise's marketing channel management mode has also undergone the following five major changes:

(1) The channel structure (length and width) changed from pyramid to flattening.

The main disadvantages of traditional pyramid selling channels are: first, it is difficult for manufacturers to effectively control sales channels; Second, the multi-layer structure is not conducive to the improvement of efficiency and the formation of product price competitive advantage; Third, the single and multi-level structure makes the information feedback inaccurate and untimely; Fourth, the policy implementation of manufacturers lacks effective protection. With the intensification of market competition, more and more enterprises have begun to break the traditional pyramid selling channels, get rid of the traditional hierarchical model, and implement the marketing strategy of surpassing one batch, surpassing two batches, and even selling directly to terminal dealers and final consumers, which makes the position of retailers increasingly prominent.

(2) The choice of channel type has changed from single channel to diversified combination, and the combination of direct sales and indirect sales has changed. Diversified channel combination includes: using multiple channels to sell a product in the same area at the same time; Take different channels for a product in different regions; Different distribution channels are adopted according to different product lines. Direct channel and indirect channel, or both, can make up for the deficiency of single channel form by increasing channels and developing diversified channel combinations, so as to achieve three major benefits: improving market coverage, reducing channel costs, better meeting customer needs and improving product reputation.

(3) Personalization of marketing channel terminals. With the expansion of people's personalized consumption, consumers continue to expand the way of customizing products, and customized marketing will become an innovative marketing method. Customizing the required products by consumers can not only reduce intermediate links, but also make the customized price of personalized products inflexible, which can bring greater profits to enterprises.

(4) Pay attention to the customer relationship management of channel members. Because the cost of winning a new customer is much higher than the cost of retaining an old customer, it is particularly important to establish contact with customers and manage these relationships that are related to the interests of customers and enterprises. In today's era of using the Internet, one-to-one marketing can be carried out according to the characteristics of target customers by developing database software to establish customer group files.

(5) Expand new marketing channels under the condition of e-commerce. Today, with the popularization of the concept of online business, the network economy has opened up unprecedented commercial space for traditional enterprises and promoted the reform of channels. Its outstanding characteristics are convenience, transparency, low cost, and saving the cost of intermediate links; Supply and demand information can be communicated in time, which is attractive to both parties. Therefore, network marketing has quickly become a new marketing channel that traditional enterprises attach importance to. 1234 Previous Page Next Page Content Navigation Page 1: