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许多制造商都在埋怨,管理一个有大量中间商和其他渠道伙伴的分销网络就象供养一个后宫。你期望和要求所有的合作伙伴对你完全忠诚和无私,而她们呢,作为报答,需要感觉她们能从交易中得到好处。现在,将这些渠道伙伴团结在一起,愉快地合作并促进销售。井不是一件容易的事情。首先,供应商之间争取优秀渠道伙伴的竞争就很激烈,总是有竞争者准备争取你的某个合作伙伴;其次还有互联网,许多制造商渴望一头扎进电子商务中,开展 B2C 的在线销售工作,惟恐动手太晚,而他们的渠道伙伴这时就有一种被抛弃的感觉。但是,专家们说,与其让互联网破坏供应商和他们渠道伙伴的关系,不如努力使用互联网去改善与渠道的沟通和加强对渠道的管理。明显的例子是,他们开始实施一种比较新级别的企业应用,称为 PRM(伙伴关系管理)。
Many manufacturers are complaining that managing a distribution network with a large number of middlemen and other channel partners is like providing for a harem. You expect and demand that all your partners are completely loyal and selfless to you, and that they, in return, need to feel that they can benefit from the transaction. Now, put these channel partners together, happily cooperate and promote sales. Well is not an easy task. First of all, the competition among suppliers for excellent channel partners is fierce. There are always competitors who are ready to win one of your partners. Then there is the Internet. Many manufacturers are eager to plunge into e-commerce and conduct B2C online Sales work, fear of moving too late, and their channel partners at this time there is a feeling of abandon. However, experts say better than trying to use the Internet to improve communication with channels and strengthen channel management rather than letting the Internet disrupt suppliers and their channel partners. The obvious example is that they are starting to implement a new level of enterprise application called PRM (partnership management).