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一般来说,没有强势品牌,就不能构筑强势渠道;渠道只有与好产品结合,才能永生共荣。厂家既然把自己定位为专业制造商,那么,不管渠道模式如何变化,只要产品好,都不应该担心产品无人购买。但现实的情况是,即使是格兰仕这样的专业制造商,也不得不考虑产品的销售问题。解决之道在哪里?唐江华先生用他多年的营销实战经验告诉我们,强势渠道是怎样炼成的。企业的销售渠道就像陆军,是地面部队。在现代战争中,光有地面部队远远不够,还需要有制空权,需要有空中打击的配合,给地面部队形成强力支援。强势媒体传播就是掌握着制空权的空军,要用强势媒体拉动渠道。早些年的秦池、爱多(虽然二者由于诸多原因最终导致企业的陨落,但最初的成功不容否认),近年的步步高、熊猫手机、雅客糖果、统一润滑油等都是强势媒体拉动渠道而成功的范例。与高效率终端的合作将是制造商最安全的渠道战略,因为高效率终端带来可确定性的订单,不仅能维持制造商的大规模生产,而且能更专业地打造品牌和提升产品力。对制造商而言,渠道战略的重点将会放到品牌力和产品力上,放在与高效率终端的链接上,放在对终端效率的提高手段上。李武昌先生的文章很有启发。渠道效率的有效提升需要系统的解决方案,强势渠道拉动、强势媒体传播、与高效终端合作共赢不失为一种较为理想的方案组合。
In general, there is no strong brand, you can not build a strong channel; channel with good products only in order to eternal life. Since manufacturers positioning themselves as a professional manufacturer, then, no matter how the channel model changes, as long as the product is good, should not worry about the product no one to buy. But the reality is that even professional manufacturers such as Galanz have to consider the issue of product sales. Where is the solution? Tang Jianghua with his many years of marketing experience to tell us how a strong channel is made of. Business sales channels like the army, is the ground forces. In modern warfare, it is far from enough for the ground forces alone. There is also the need to have the air superiority and the need for air strikes to provide strong support to the ground forces. Strong media dissemination is the air force holding airpower, with strong media channels. In earlier years, Qin Chi, love many (although both due to many reasons eventually led to the fall of enterprises, but the initial success can not be denied), backgammon in recent years, panda phones, Yako Candy, uniform lubricants and other media are strong pull Channel and a successful example. Cooperation with high-efficiency terminals will be the safest channel strategy for manufacturers, as high-efficiency terminals bring deterministic orders that not only sustain manufacturers' mass production but also build brands and improve product capabilities more professionally. For manufacturers, the focus of the channel strategy will be on brand power and product power, on the link with the efficient terminal, on the means of improving terminal efficiency. Mr. Li Wuchang's article is very inspiring. Effective improvement of channel efficiency requires systematic solutions, strong channels, strong media, and win-win cooperation with efficient terminals, after all, an ideal combination of programs.