The text/Shenzhen adopt a marketing a plan a limited company general manager, China ten big plan a man of the hour of one Zhu Yu4 Tong2

More and more business enterprise detection, is go to advertisement"turn with quality" in the product, price the trend turn worse of today, list with the product advantage win victory already very difficulty.Actually, in the product"turn with quality" under the background only pass "outlet" and"dissemination" then can real create the competitive advantage that the difference turn.

-Tang ·comfortable language of Er Ci.

The dealer's problem and present condition

Dealer at through vehemence of market competition after the baptism, real pass product excess fare(be also a gross profit smooth) that sell product's get drive crowded completely.Force to competitively hit the pressure of price at the market same kind product, the product have to more sell, either more low, the profits become very thin, the growth space be also more and more small, the dealers will face existence of test.Dealer how break development bottleneck, how transformation, find out in keeping with development of space, will become new surrounding to descend everyone concern of focus!We come to concern first once the dissimilarity environment descend a dealer existence of problem and existence present condition.

Pre-eminent dealer, the help factory house do depth retail and cause sale district, retail net point gradual contract to reduce little.They depend on a factory house to do a retail, the oneself retail ability become bad, become to undertake a go together with of funds and logistics to send a company;General brand factory the dealer of house, control a low price space, depend on oneself ability development market, factory house devotion smallest, have never also had profession of market operation ability, the product sell quantity limited, management risk very strong.

Pre-eminent dealer with general dealer all face common of problem:Market competition more and more vehemence, but dealer of competition ability but at gradual die down, cause management scale hard extension, profits severity shrinkage, management the risk turn worse.

The city area dealer's present condition-sale network stability, help the factory house do retail, there is no business personnel, be responsible for accepting a payment and unload goods, seldom go and see a market with with log out customer communication, is typical model of"sit a company", the oneself competition ability be weaker and escaped from brand then very difficult existence;The existence present condition of village dealer-depend on the development market of the oneself ability, control market ability stronger, but have no the market of profession operation, the product sell quantity limited, the district scope that can limit at Xia Ai, management risk very strong.The city country of dealer face common of problem:The market competition of the place district turn worse and the price war be hard to reply;Retail the expenses be significant ascension and the whole ccomplishment be hard to promote;Profits severity bottom slippery, management the risk turn worse.

Has been investigated a dealer existence present condition, we can summary arrive the dealer face of challenge have:Lost depend on of brand, the business enterprise faced a predicament for the meeting;Help having to there is factory house then can open an exhibition retail work;The price war become a market a competition of Help grass, the market be continuously atrophying, the profits be continuously descending, management risk gradual turn worse.

Grow prosperous not the secret of Shuai

The operation of the distribution unit the life span be usually shorter.A research of two scholar Collins and wave Qi Si of the United States detection, the United States 6000 in the dealer, 80% within 3~5 years collapse, 10% pour to shut within 5~15 years and only 3% be or so to keep not to hurt.Two scholar choice 18 successful company, thorough arrive these business enterprise research 6 year detection, the reason that these business enterprises grow prosperous not Shuai, the secret of most be a farsighted, active change to change.So, the dealer want to sign at the invincible position, have to attain this 2:00.

New of period, the dealer face rigorous of challenge.Reality tell them, have to along with business enterprise marketing of transformation and market environment of variety but overall transformation and variety, then can existence and development bottom go to.

However, face so many problem and challenge, how actually come to transformation?

The excellent dealer is common of management characteristics

Success of the road be not each homology, but has been compare meeting detection, the excellent dealer is on the management have common of characteristics:Aggressive expanded the dealer of market to all acquire good of repay.Expand a way among them main have extension cent to sell, maintenance good public praise, enhance terminal and expand regiment to buy a market etc.;Stubborn competition with opponent, close opponent, understanding, obtain more full of information, find out the other party weakness to carry on stroke, win competitive advantage;The outlet of Jing Geng with eventually carry;Persistence expansion, promote sales.Under the circumstance that produce business enterprise funds, personnel, support lack, dealer persistence expansion, promote sales ability usually obtain an outstanding score.

Transformation trend

Future the development of the dealer the trend have so a few direction:

1.Own oneself's brand.Pass to buy to break management etc. the form own brand and independence an intelligent property right and control a market by strong marketing ability active power.

2.Construction from have a network, pass catena or company super etc. form construction oneself of network.

3.Conversion for go together with to send integration service company.Oneself own warehouse, have conveyance and go together with the ability of send, realization logistics center working talent, or start to undertake a certain circulate the integration of the link service.

4.Dealer formation strategy alliance.Dealer's team set up wholesale dealer's alliance, dealer alliance...etc., realization benefits share and to sale environment of check and balance.

5.Mixture type mode.Combine four kinds of above form, vivid processing various benefits relation.

The dealer's road of future

Pass to study the market environment and the marketing trend conclusion, the road of the dealer's future development will BE:Active marketing+colleague's marketing+depth marketing.

Active marketing

Active marketing be from originally of passive sale, wait for factory home economics a plan and training, match factory house promote sales, to market information not value etc. change for active make moves, active set up brand new image.

Establishment outlet colleague relation

The purpose is:Make the relation between dealer and business enterprise from trade a type to strategy colleague type change.

Outlet colleague relation of characteristics BE, pass to provide Height level service come to satisfy an existing outlet member, attain long-term cooperation maximize of profits, fix attention on future trade and long-term benefits.The factory house and dealer become a colleague relation, allied put together to carry on integral whole to turn management, since can realization factory house to thoroughfare of valid control, again make dispersion of dealer formation an integration system, outlet member is realization oneself or everyone of target joint effort, realization the double win.(or much win) Outlet colleague relation of implement the foundation be a dealer from make money to change in to control to make money a method, from originally of take trade as center, change into with terminal market construction for center.

The dealer pass to serve each link of outlet to carry on with supervision valid management, make the product of oneself can in time, accurate, quickly arrive retail price terminal through each outlet link, exaltation product of the market overlay a rate, valid push eventually carry a market of sale, exaltation product of kind rate and promote sales dint, stir up purchase of consumer desire.Also enhanced a marketing service in the meantime with go together with the ability of send, attain with the business enterprise information convection, risk share, benefits share.

Depth marketing

The depth marketing has three basic conversion:From simple trade relation(short date behavior) conversion for do a market maintenance, deep turn a development relation;(future of long-term behavior)BE extended a change by the thick put type for take the exaltation"list produce" as the Jing Geng of target thin make;From the amateur contestant of the single-handed the conversion turn a team for the occupation of hand in the expert.

The depth marketing can have organization ground to control terminal, promote customer a relation value, the roll over type grow with development market, obtain a market comprehensive competitive advantage, is pound at district market of most valid strategy and method.The key of depth marketing is to control terminal, promote customer a relation value, roll over type development and development market, pound at district market a.

So-called"have organization" involve 4:While being a concentration resources at key district or key factor;Two is a feedback information, whole be in conjunction with, face to market integral whole to turn an operation;Three is an exertive organization marketing function, enhance process control;Four is construction and management which carry on a marketing troops.

Say on the Zong, the dealer want to want to earning larger wealth, have to deepen to understand the oneself problem and the present condition, good study the other dealer grow prosperous not the secret of Shuai and absorb its advantage, at confidence very future of transformation trend bottom aggressive change oneself.Only so, then can look for continuously of development, win larger profits!