What are the ways of channel control? Focus on the actual situation of the enterprise.

For modern enterprises, the effectiveness of channel control mainly refers to the effect obtained by enterprises in the process of channel planning, construction, maintenance and adjustment according to their control power. It mainly includes three aspects:

1, the size of the channel control power

Channel control is the ability of enterprises to manage channels. To a large extent, it depends on how much discourse power the enterprise has and how freely it controls the operation of the channel. If an enterprise can carry out every link and intensity of the channel at will, then it has strong control, on the contrary, the control is declining. In a sense, the enterprise's control over the channel depends on the loyalty of the channel. The higher the loyalty, the higher the control. Therefore. The key of enterprise channel competitiveness lies in how to control and then how to improve channel loyalty. At the same time, channel control power includes two aspects: the overall control ability of channel chain and the control ability of channel customer loyalty. The research shows that channel loyalty mainly comes from the number of benefits each customer obtains through cooperation in the channel chain and the expectation of future cooperation prospects. However, under the modern market conditions, there is always great uncertainty in the distribution and guarantee system of channel interests, so the customer loyalty of different levels of channels is low. The lower the control power, it will not only affect the market share and expansion speed of enterprises, but also inevitably lead to business and interest conflicts between core channels and hierarchical channels, thus weakening and affecting the effectiveness of channel control.

2, the effect of channel control

The effect of channel control mainly refers to the ability of enterprises to sell products and services through channels under the established channel control cost and control mode. It can reflect the input-output effect of the channel in quantity and quality, and describe and analyze it through the market coverage, service capacity, maintenance cost and influence of the channel. So as to systematically evaluate the advantages and disadvantages of channel effect. The effect of channel control is highly related to the market segments of products. Only by matching the channel construction and management modes of different enterprises with the characteristics of their product market segments can we ensure the effectiveness of the constructed channel chain, lay the foundation for the final effective shipment and realize the effective coverage of the regional market. Generally speaking, it is impossible for any of these channels to effectively cross-cover all market segments. Different control modes and channel structures have different control effects.

In addition, the basic elements of customer quality, mode, strength, service and management determine the level and quality of channel control. Only by having controllable high-quality channel resources and improving the quality of channel control can we build an effective marketing chain and generate strong distribution power. The basic principle of improving channel control effect is to maximize customer value. Through channel innovation, function development, strategy adjustment and resource input, the service value-added ability and differentiation ability of the whole channel value chain can be improved. By providing targeted value-added services to customers, product differentiation can be effectively realized, thus improving users' satisfaction and loyalty, and enterprises can also fundamentally get rid of the sales dilemma of excessive disorderly competition brought about by product homogenization. In fact, by providing channel value-added services, the interests of all links in the channel chain will be enhanced, which will inevitably enhance the stability and synergy of channel control. For example, while developing the original dealer's breeding service function, a feed enterprise carries out channel innovation and develops veterinarians and pig vendors to become feed channel customers. Enterprises will adjust marketing promotion to service marketing, increase investment in service resources, make full use of the service function of channels, provide comprehensive breeding services such as epidemic prevention, acquisition, feeding and quality improvement for farmers, and improve breeding efficiency. So as to improve product market share and user loyalty.

3. Channel control efficiency

The efficiency of channel control mainly refers to the efficiency of process operation in channel control. In the actual channel process. It involves the smoothness of business flow, information flow, logistics and capital flow and the operation and maintenance cost. Operational efficiency of channel process. It not only depends on environmental factors such as channel structure, function, market capacity, demand, product characteristics and region, but also depends on the channel control mode itself and control mode. Nowadays, the distribution theory generally emphasizes that channel design should consider regional business flow habits, rationally design the hierarchical relationship of channels, reduce unreasonable logistics and price links, and achieve flattening on the basis of channel efficiency. For example, consider setting up a general agent in a regional traditional commercial distribution center. Leverage existing traffic flow connections. Directly cover the secondary and tertiary markets such as cities and counties, and change the channel construction idea that the general central city agent covers the prefecture-level agent, and then the prefecture-level agent covers the county level. In the centralized professional market, special dealers set up inventory to cover other general channel customers (no need to increase inventory), which not only realizes centralized logistics and intensive inventory, but also ensures a large channel occupation, maximizes the overall efficiency of channels and reduces channel conflicts. Mobilize the enthusiasm of channel members at all levels, stabilize the regional market order, and effectively reduce maintenance costs.

In order to improve the efficiency of channel control, we must pay attention to the cooperative division of labor among all links in the channel chain. On the one hand, it refers to the rational division of labor by using different types of channels to cover the channels of corresponding market segments within the same enterprise, on the other hand, it also refers to the complementary advantages and resource sharing among members of each link of the channel chain, so as to effectively obtain the system synergy efficiency. That is, improve distribution efficiency and reduce channel operating expenses. For example, enterprises take advantage of marketing resources such as management experience, market ability and technical services to undertake management functions such as brand operation, promotion planning, marketing support and market maintenance; Core dealers take advantage of resources such as network, geographical advantages, capital and distribution. Undertake distribution functions such as logistics, settlement, cooperation with promotion implementation and early promotion: each retail terminal undertakes sales functions such as on-site display, user communication, customer service and information feedback by taking advantage of geographical advantages, influence and service characteristics. In fact, one of the core principles of effective channel control is to seek the systematic synergy efficiency of enterprise channel value chain, and on this basis, establish a division of labor and long-term cooperative relationship with other logistics, services and other related parties in the marketing field, and build an enterprise-led channel value chain. On this basis, enterprises use their comprehensive abilities (brand, strength, honor, management experience, etc.). ) gradually establish channel leadership and undertake management functions such as composition, coordination, leadership and service of marketing chain. Enterprises should improve the comprehensive management ability of channels, lead channel members at all levels to operate effectively together, gain advantages in key links of market competition, effectively crack down on competitors, expand market share, increase the interests of all partners, and gain recognition and support from all members.