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Construction machinery industry marketing channel analysis and planning!
Category：Enterprise News
Publish：2012-11-21
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Some people say " is now the brand times, outdated channel operation ". The author does not deny the former, but for now in domestic market channels operating obsolete such viewpoint is not recognized. Is mainly because China is the typical "two yuan" structure of the market, because of its broad geographical and immature market structure makes the channel that make countless enterprises love and hate the link is still the majority of enterprises in China the most important elements of marketing. From this point of view, the targeted channel analysis and planning and the subsequent channel operation process is particularly important.
According to this analysis, in which lasted long and still full of vigour of enterprises have a common characteristic, namely the enterprise own base market, the base of market presence makes the enterprise no matter how the external environment changes of enterprises can provide a everfount financial support, make the enterprise can enjoy a " winter", and then again to meet the brilliant spring. These bases the market as their own " base", both for the enterprises to provide a everfount resource support, but also for enterprises to provide training services management team 's cradle, it and those without the "base" the enterprise market than quality since the ming.
" Know yourself as well as the enemy " -- channel layout elements analysis
From the marketing concept, the channel itself is pathway concept, namely the product by the enterprise to reach consumers access. This pathway may be traditional channels can also be a new channel, but no matter what kind of have to solve a basic problem, namely the channel efficiency problem.
Channels to access the " three degrees " planning
Channel: channel depth refers to the depth of channel design level, it is with the channel of the enterprise strategic positioning, according to the amount of levels, levels by enterprises based on the strategic requirement according to the market situation of the area of the channels to access the appropriate location in the planning.
Channel span: channel width refers to the channels to access the properties, such as the terminal pathway, pathway, pathway, exclusive agents, the path selection and entry number is by the enterprise strategies and resources to support decisions.
Channel cooperation pattern width: in the enterprise product line rich premise, pathway may have many, these pathways are using the exclusive agent mode according to different products or different agent model, this is the width of the channels programming, this is a strategic choice for the enterprises of the decision, because this cooperation pattern of the channel width once defined not clear easy to produce channel conflict, causing the product between the cut one another's throats.
Channel layout operations " four big principles "
Know yourself as well as the enemy, attack its weakness
All market research is necessary, not in vain, only the market fully understanding and analysis to put forward according to the actual situation of the targeted strategy. In the unlimited resources under the premise, this analysis is not necessary, but the scarcity of resources decided the enterprise must be on the market factor for accurate analysis, and then precise positioning, after all, who did not want to kick out a just kick to the plate. Competitor weaknesses of the selection is not the area of absolute weakness, but competitors ignore, neglect, overlook regional agent product line, ignore the price system, ignore the demand of the consumers and the neglect of the new market segments. All competitors are ignored are the " weakness ", even in his most powerful advantage, if once competitors are ignored, so these also becomes a weakness. For example, the price of competitors in the market is the lowest, which is both his strengths, but also his weakness.
According to this analysis, in which lasted long and still full of vigour of enterprises have a common characteristic, namely the enterprise own base market, the base of market presence makes the enterprise no matter how the external environment changes of enterprises can provide a everfount financial support, make the enterprise can enjoy a " winter", and then again to meet the brilliant spring. These bases the market as their own " base", both for the enterprises to provide a everfount resource support, but also for enterprises to provide training services management team 's cradle, it and those without the "base" the enterprise market than quality since the ming.
" Know yourself as well as the enemy " -- channel layout elements analysis
From the marketing concept, the channel itself is pathway concept, namely the product by the enterprise to reach consumers access. This pathway may be traditional channels can also be a new channel, but no matter what kind of have to solve a basic problem, namely the channel efficiency problem.
Channels to access the " three degrees " planning
Channel: channel depth refers to the depth of channel design level, it is with the channel of the enterprise strategic positioning, according to the amount of levels, levels by enterprises based on the strategic requirement according to the market situation of the area of the channels to access the appropriate location in the planning.
Channel span: channel width refers to the channels to access the properties, such as the terminal pathway, pathway, pathway, exclusive agents, the path selection and entry number is by the enterprise strategies and resources to support decisions.
Channel cooperation pattern width: in the enterprise product line rich premise, pathway may have many, these pathways are using the exclusive agent mode according to different products or different agent model, this is the width of the channels programming, this is a strategic choice for the enterprises of the decision, because this cooperation pattern of the channel width once defined not clear easy to produce channel conflict, causing the product between the cut one another's throats.
Channel layout operations " four big principles "
Know yourself as well as the enemy, attack its weakness
All market research is necessary, not in vain, only the market fully understanding and analysis to put forward according to the actual situation of the targeted strategy. In the unlimited resources under the premise, this analysis is not necessary, but the scarcity of resources decided the enterprise must be on the market factor for accurate analysis, and then precise positioning, after all, who did not want to kick out a just kick to the plate. Competitor weaknesses of the selection is not the area of absolute weakness, but competitors ignore, neglect, overlook regional agent product line, ignore the price system, ignore the demand of the consumers and the neglect of the new market segments. All competitors are ignored are the " weakness ", even in his most powerful advantage, if once competitors are ignored, so these also becomes a weakness. For example, the price of competitors in the market is the lowest, which is both his strengths, but also his weakness.
