星云棋牌官网下载

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                          娃哈哈联销体模式的形成历程及其特点分析

                          时间:2018-12-27 来源:现代商贸工业 作者:严冬青 本文字数:5782字

                            摘    要:星云棋牌官网下载 娃哈哈由于具有需求大、产品多、市场广等特点,一直备受关注。但由于快消行业的销售渠道多种多样,传统营销渠道与新兴渠道模式不断发展,快消市场也面临着转型的危机,竞争压力也显而易见。娃哈哈作为快消行业的一员,占据市场半壁江山,通过研究娃哈哈的营销渠道管理对企业销量的影响,了解它的渠道设计方法,从而深入了解联销体对娃哈哈的作用,并对企业的营销渠道提出建议。

                            关键词:星云棋牌官网下载 娃哈哈; 营销渠道; 联销体; 建议;

                            WAHAHAZUOWEIKUAIXIAOXINGYEDELONGTOULAODA,YIZHIPINGJIEQIYOUYUEDEQUDAOGUANLIMOSHIERYAOYAOLINGXIAN。DANSHIBUNANFAXIAN,YOUYUSHANGPINJINGJIDEJISUFAZHAN,TONGZHIHUACHANPINYUELAIYUEDUO,SHICHANGYUEJIABAOHE,CHUANTONGYINGXIAOQUDAOZAIYIDINGCHENGDUSHANGBINGBUNENGMANZUSHICHANGXUQIU。ZAIDIAOCHAZHONG,WOMENFAXIANZUIJINJINIANYINLIAOXINGYEDECHANLIANGWENBUXIAOFUZENGZHANG,ERWAHAHAJINJINIANLAIXIAOLIANGQUEZHUBUXIAJIANG。TONGGUOWOMENDIAOCHAFAXIAN,WAHAHADEYEJIYIJINGXIAHUACHAOGUOSINIAN,PINPAIJIAZHIYEDAFUXIAJIANG。YINGXIAOQUDAOZUOWEICHANPINYINGXIAO4pZHONGDEZHONGYAOYIHUAN,YIZHIDUICHANPINXIAOSHOUYOUZHETUCHUDEYINGXIANG,KEYISHUOYIGECHENGGONGDEYINGXIAOQUDAODEJIANSHESHIQIYECHENGGONGDEYIBAN。WOMENJIANGCONGWAHAHAYINGXIAOQUDAODEBUDUANYANBIAN,LEJIEQUDAODUIWAHAHADEXIAOLIANGYINGXIANG,BINGTICHUXIANGYINGDEJIEJUECUOSHI。

                            1、 娃哈哈营销渠道管理模式的发展

                            1.1、 第一阶段

                            WAHAHAZAIDAISHOUMOSHIDEJICHUSHANG,XUNSUPUCHENQUDAOGUANLI,YUGUOYOUQIYE,BIRUYANJIUPIFAGONGSIJIQIXIASHUDEERSANJIPIFAZHANJIAQIANGHEZUO,BINGJIADATUIGUANGLIDU。DANGRAN,ZHEIYANGDEQUDAOMOSHIWEISHICHANGDEKAIPIJIANQINGLENANDU,DANTONGSHIYEDAILAILE“YISUNJUSUN”DEWEIHAI,ZHIYAOYOUYIHUANCHUCUO,ZHENGGEGONGYINGLIANDOUWUFAXIUFU。

                            1.2、 第二阶段

                            上世纪90年代时期,市场经济的逐步发展,不断有人投入商场,个体经济引人注意。娃哈哈与时俱进,将新兴的小型个体批发商与市场大户结合,在这种模式下,经销商数额大幅增加,产品渗透到各个市场。在这种模式下,娃哈哈窜货现象也尤为严重,各个区域即使明确划分,但还是有很多批发商为了一己薄利,不顾要求,随意买卖,也导致了此时的渠道成员关系淡薄,无法合作。
                           

                          娃哈哈联销体模式的形成历程及其特点分析
                           

                            1.3、 第三阶段

                            CHANGSHANGYUJINGXIAOSHANGDECHONGTUYUYANYULIE,CUANHUOXIANXIANGWUFAKONGZHI,SHICHANGYECHUXIANLEKEKOUKELEDENGWEIXIEJIADADEJINGZHENGZHE,ZAICIBEIJINGXIA,WAHAHACHUANGXINXINGDETICHULE“LIANXIAOTI”MOSHI。

                            1.3.1、 渠道组织结构

                            WAHAHADEYINGXIAOQUDAOMOSHISHIYIJIANJIEQUDAOHEMIJIXINGFENXIAOWEIZHU,CONGTU1WOMENKEYIZHIDAO,WAHAHAGONGSIZONGBUZAIMEIYIGESHENGDOUJIANLILEYIGEFENGONGSI,GEJIJINGXIAOSHANGFENBUGUANGFAN,CHONGFENDEZHANJULESHICHANG,YINGDEXIAOFEIZHEDEGUANZHU。

                            图1 渠道组织结构
                          图1 渠道组织结构

                            1.3.2 、渠道运作模式

                            (1)LIYONGBAOZHENGJINZHIDU,RANGYIBUFENJINGXIAOSHANGXIANYUFUKUAN(JIWEIYIJIPIFASHANG),FUKUANHOU,WAHAHAJIUYOULEZHOUZHUANZIJINCHANGHAIYINXINGDEDAIKUAN,ERYIBANYUFUJINEWEINIANRENWU10×1.17,YIJIPIFASHANGNADAOHUOPINZHIHOUZAIJIERJIPIFASHANG,YICILEITUI。

                          星云棋牌官网下载   (2)WAHAHALIANXIAOTIMOSHIHAIZHIDINGLEPIFASHANGDEXIAOHUOSHULIANG,ZHIYOUWANCHENGLEMUBIAODEJINGXIAOSHANGCAINENGNADAOZUIZHONGDEYIDABINIANZHONGFANLI,ERWEIWANCHENGDEZEZHINENGDONGTAITAOTAI。

                            (3)WEILEFANGZHICUANHUOXIANXIANGZAICIJUANTUZHONGLAI,WAHAHATEDIMINGQUELEQUYUXIAOSHOUZERENZHI,DUIQUYUDEJINGXIAOSHANGJINXINGZIXIDEBIANHAO,XIANGXISHUOMINGMEIGEBIANHAORENYUANFUZEDEXIAOSHOUDIQU,YIDANCHUXIANKUADIQUXIAOSHOU,NEIMEZHENGGEQUYUDEJINGXIAOSHANGDOUJIANGSHOUDAOJINGJICHENGFA。

                            (4)WEILEKUODASHICHANG,WAHAHAHAIZHIDINGLEXUDUOYOUHUIZHENGCELAIXIYINYOUZHIJINGXIAOSHANG,BIRUSHUOSHEZHIGAOYUSHICHANGTONGLEICHANPINDEXIAOSHOULIRUN。

                            1.3.3、 渠道成员的选择

                            WAHAHAGUIDING,ZAIYIGEDIQUNEIZHINENGYOUYIJIAYIJIPIFASHANGDECUNZAI,SHICHANGHUIZHIPAIXIAOSHOUGUGANBANGZHUJINGXIAOSHANGJINXINGSHICHANGXIFEN、DINGWEIDENGLIUCHENG。DAOXIANZAIWEIZHI,WAHAHAGONGSISUOSHUDEYIJIPIFASHANGYIJINGCHAOGUOYIQIANGE,TONGSHIDUIZHEIXIECHENGYUANJINXINGKAOHE,YIDANYOUCHENGYUANBUNENGDADAOWAHAHAYAOQIU,JIUHUIQUXIAOTADEJINGXIAOZIGE,BINGLIJIYINJINXINDEJINGXIAOSHANG。

                            1.3.4 渠道控制

                            (1)ZAIYISHANGWENTIDAODAODEBAOZHENGJINZHIDUWEIJICHU,RANGJINGXIAOSHANGWUFALIJITUICHUWAHAHASHICHANGQUYUDEXIAOSHOU。TONGSHI,JINGGUOWOMENDEDIAOCHAFAXIAN,WAHAHAKAIFAXINPINDESUDUYIZHIZAIYINLIAOXINGYESHOUQUYIZHI,CHUANGXINSHIQIYEDESHENGMINGYUANTOU,BUDUANKAIFAXINPIN,YIFANGMIANZHANGXIANLEQIYEDEZIJINXIONGHOU;LINGYIFANGMIANYESHOUMINGLEWAHAHASHICHANGFENEDEPANGDA,ZHEIWUYIJIANLILEYIPIZHONGCHENGDEPIFASHANG。

                            (2)LIRUNSHIXIYINJINGXIAOSHANGDEGUANJIAN,WAHAHAZAIMEIYIHUANJIEDEJIAGESHANGDOUJIYULEJINGXIAOSHANGGAOYUSHICHANGDELIYI,ZHEIYANGJIUWENDINGLEJINGXIAOQUDAO,JIANSHAOLEQUDAOHUNLUANDEKENENGXING。BINGQIE,DUIYUYIJI、ERJI、SANJIPIFAJIAGEYULINGSHOUJIAGEGENJUDIQUDEBUTONG,YEYOUZHEBUTONGDEDINGJIA,GENGJIARENXINGHUADESHEJI。

                          星云棋牌官网下载   (3)ZAIDALIANGTONGLEICHANPINJIANGSHICHANGTOURUJINGJIJIAOWEIFADADECHENGSHISHI,WAHAHALVXIANRUZHUZHONGGUONONGCUN,DAXIANGLEPIAOLIANGDEFANSHENZHANG,ZAINONGCUNGEDAXIAOMAIBU,PIFADIANLISUICHUKEJIANWAHAHADECHANPIN,YINCIJIANLIQIANGDADECHANPINZHONGCHENGDU,DUIYUXUDUORENLAISHUO,WAHAHAYOUZHETONGNIANDEHUIYI。JINGXIAOSHANGYISHIDAOLEWAHAHADUIXIAOFEIZHEDEZHONGYAOXING,YEJIUBUHUIQINGYIDETINGZHIXIAOSHOU。

                          星云棋牌官网下载   (4)WAHAHAZAIQUDAOSHENGCHANSHANGYEYOUZHEDUTEFENGGE,TAREZHONGYUZAICHANPINXIAOSHOUQUYUJIANSHESHENGCHANXIAN,YIFANGMIANKEYIJIANJIEXUANCHUANQIYECHANPIN。LINGWAI,YEKEYIJIANSHAOYUNSHUCHENGBEN,ZAIDANGDIXIAOSHOUDADADEJIANSHAOLESHENGCHANCHENGBEN,YEWEICHANPINXIAOSHOUJIANSHAOLEBILEI。

                            (5)WAHAHAZHIDINGLIANXIAOTIDEXIEYI,MINGQUEGUIDINGLEXIEYICHENGYUANDEZEREN,YAOQIUGEJICHENGYUANANZHAOXIEYIJINXINGPIFAXIAOSHOU,CONGFALVZHIDUSHANGJIEDINGLEBICIDEYIWU。

                            2、 联销体模式的分析

                            2.1、 优点

                            2.1.1、 降低窜货风险

                            ZAIWAHAHACAIYONGLIANXIAOTIZHIQIAN,CUANHUOXIANXIANGYIZHISHIGEDAGONGSISUOTOUTENGDEWENTI,SHICHANGHUIYOUPIFASHANGWEILEQIANGZHANSHICHANG,BUGUQITAJINGXIAOSHANGDELIYI,SHANZIXIAOSHOU,POHUAILESHICHANGDEZHIXU,SHENZHIDAOZHISHICHANGTINGZHI。BINGQIE,ZAIDANGSHI,KANGSHIFU、TONGYI、KEKOUKELEDENGQIYEYEJINRULESHICHANG,ZHEIRANGYINLIAOSHICHANGGENGJIAHUNLUAN,ERLIANXIAOTIDECHUXIAN,ZERANGZHEIYIXIANXIANGYOULEHUANHE。TACONGYUANTOUSHANGJIEJUELEMAODUN,GUIDINGLEPIFASHANGGEZIDEQUYUFANWEI,QITAQIYEYEFENFENXIAOFANG。

                            2.1.2、 加强了渠道成员之间的合作

                            BUGUANSHIZAIDAISHOUJIEDUANHAISHIZAIZIYINGJIEDUAN,WOMENFAXIAN,WAHAHACHANGSHANGZHIJIANDEMAODUNDOUMEIYOUDEDAOJIEJUE。GUANJIANYINSUBIANSHILIYIDEBUPINGHENGYUCHONGTU,SHENGCHANSHANG、PIFASHANGDOUKEYIJINXINGXIAOSHOU,WEILEGEZIDESHICHANGFENE,HENRONGYICHANSHENGJIUFEN,ERLIANXIAOTIZERANGCHANGSHANGZHIJIANDELIYIYIZHI,“YIRONGJURONG”。WAHAHADUIYUCHANGSHANGZHIJIANDEJIAGEJINXINGLEMINGQUEDEQUFEN,BAOZHENGLEGEZIDOUYOUQIANZHUAN,ERZHIYAOYIFANGHUOLI,LINGYIFANGYEHUIHUODEFANLI,QUDAOCHENGYUANZHIJIANDEGUANXIYEBIANDEGENGJIARONGQIA。

                            2.1.3、 企业现金流巨大

                          星云棋牌官网下载   YINGXIANGYIGEQIYEDEFAZHANDEYINSUYOUHENDUO,DANWORENWEIQIZHONGZUIWEIGUANJIANDEJIUSHIXIANJINLIUDEDAXIAO,LIANXIAOTIMOSHICAIYONGBAOZHENGJINZHIDU,DALIANGYIJIPIFASHANGJINXINGYUFUKUAN,KEYIJIANQINGWAHAHAXIANJINDEYALI,ZHEIBIZIJINYEKEYIJINXINGCHANPINSHICHANGDIAOYAN,XINPINKAIFADENG,TONGSHIYEWEIWAHAHATOUZICHOUZIDAILAIYOUSHI,SHULILELIANGHAODEQIYEXINGXIANG,TISHENGSHEHUIYINGXIANGLI,WEIQUDAOCHENGYUANTIGONGLEBAOZHANG,ZENGQIANGQUDAOCHENGYUANDUICHANPINDEZIXINXIN,ZHUANGDALESHICHANG。

                            2.1.4、 增强企业对供应链的监管能力以及对市场的敏锐度

                            YOUYUWAHAHADUIZHENGTIAOGONGYINGLIANJIANLILEWANZHENGYANGEDETIXIYAOQIU,KAOHEZHIBIAOYEBUDUANLIANGHUA,WAHAHADUIGONGYINGLIANDEJIANGUANDANXINGDAFUSHANGSHENG,WAHAHATEDIJIANLILEYITAOKEHUGUANLIXINXIXITONG,YINCIDUIYUGONGYINGLIANSHANGDESUOYOUSHENGCHANXINXI、PIFAXINXI、LINGSHOUXINXIYIJISHICHANGXINXIDOUYOUZHEQUANMIANDELEJIE,YIDANCHUXIANLEWENTI,WAHAHANENGGOULIJIZUOCHUFANYING,BUZHIYUXIAOXIBISAI,FANYINGHUANMAN,ZAOCHENGLEGENGDADESUNSHIWUWEIHAI,YIZHIYUWUFABUJIU。

                            2.2、 缺点

                            2.2.1 、渠道成员缺乏能动性,终端掌控力不足

                            QIANMIANYETIDAOLE,WAHAHADUIYUZHENGGEGONGYINGLIANSHANGDEMEIYIHUANDOUYOUZHEJUEDUIDEBAKONGNENGLI,YIDANMOUYIHUANJIECHUXIANWENTI,DOUSHIJIAOYOUZONGBUFUZECHULI,ZHEIYANGCENGCENGSHANGBAO,MINGXIANYANZHANGLECHULIWENTIDESHIJIAN,HENRONGYICUOGUOCHULIWEIJIDEZUIJIASHIJIAN。LINGWAI,QUDAOCHENGYUANYINWEISANGSHILEHENDAYIBUFENDEZIZHUXING,HENRONGYIMEIYOUHUOLI,DANGYUDAOWENTISHIMEIYOUJUEDINGQU,DADADEDAJILECHENGYUANDEJIJIXING,JIUSUANLINGSHOUZHONGDUANFAXIANLESHICHANGYOUSHENMEWENTI,CHANPINYOUSHENMEXUYAOGAIJINDE,CHENGYUANYEBUHUIZHUDONGDESHANGBAOJIZONGGONGSI,QIYEDUIZHONGDUANDEBAKONGNENGLIYEHUIZHUJIANXIAJIANG,SHENZHIYOUKENENGSHIQUSHICHANG。GUOYUYIKAOZONGGONGSIDELILIANG,QUDAOCHENGYUANWUFAZUOWEI,HENRONGYIXIAOXIBISAI。

                            2.2.2、 渠道层级过长,很容易滋生腐败

                            CONGZONGGONGSIDAOZUIZHONGDELINGSHOUZHONGDUAN,BUNANFAXIANQIZHONGYOUHENDUOCHENGYUAN,ERWAHAHAQUEYAODUIZHEIXIECHENGYUANJINXINGTONGYANGDEGUANLI,HENRONGYICHANSHENGCENGJIZHIJIANDEHUXIANGBAOBIWENTI,JIUSUANYOUQIZHONGYIGEPIFASHANGCHULEWENTI,SHANGJIPIFASHANGMEIYOUTONGBAO,NEIMEZONGBUYEHENNANFAXIANQIZHONGDEDUANNI,JINGUANWAHAHAYOUZHEYITAOWANZHENGDECRMGUANLIXITONG,YEHENNANZUZHISHANGXIACENGJIXIANGHUYINMANDEZHUANGKUANG。

                            2.2.3、 渠道设计忽视了物流的重要性

                            WAHAHABINGMEIYOUZIJIDEWULIUPINGTAI,ZONGGONGSIZHIFUZEZAIHANGZHOUSHINEIDECHANPINDIAOKONG、YUNSHU,ERCHULEHANGZHOU,ZEJIANGCHANPINJIAOYOUDISANFANGWULIUPINGTAI,ERDISANFANGWULIUZEHENRONGYICHUXIANCHANPINYUNSHUANQUANWENTI,YIJIHUOWUDAODARIQIWUFABAOZHANGDEWENTI。BINGQIE,ZAI2016NIANGUOJIAFAGAIWEICHUTAILE《CHAOXIANYUNSHUCHELIANGXINGSHIGONGLUGUANLIGUIDING》,DUICHEHUODEZHONGLIANG、MEIZHOUPINGJUNZAIZHONGLIANGDENGJINXINGLEYANGEDEGUIDING,WAHAHALINGDAORENZONGQINGHOUZAI2017NIANLIANGHUIZHONGZHICHU,CONG2016NIANZHI2017NIANWAHAHAWULIUCHENGBENSHANGZHANGLEJINYIYUAN。JINGUANYISHIDAOLEZHEIXIEWENTI,WAHAHAYIJIUMEINENGGOUJIEJUE。

                            2.2.4 、农村市场的优势逐渐减弱

                          星云棋牌官网下载   SUIZHEJINGJIDEFAZHAN,CHENGZHENHUADEJIANSHEBUDUANLUOSHI,ERDANGCHUWAHAHAXUANZE“NONGCUNBAOWEICHENGSHI”DEDAOLUYOUSHIYEBUNENGJIQISHICHANGGENGDADEBOLAN。JINGUANXIANZAINONGCUNSHICHANGSHANG,WAHAHAYIJIUZHANJUDATOU,DANBUKEFOUREN,YEJIBENWURENWEIJINLE。YUELAIYUEDUODERENXUANZEDAOCHENGSHISHENGHUO,ERZAIDACHENGSHIZHONG,WAHAHABINGBURUKEKOUKELE、KANGSHIFUYIBANSHENRURENXIN,YEJIUWUFAQUDESHICHANGYOUSHI,SHICHANGJINGZHENGNENGLIYEZHUJIANRUOHUA。

                            2.2.5 、线上渠道冲突

                          星云棋牌官网下载   SUIZHEHULIANWANGKEJIDEXUNSUFAZHAN,WANGSHANGGOUWUZHUJIANCHENGWEIYIZHONGZHULIUFANGSHI,DANSHIWAHAHALINGDAORENYIZHIJIANSHOUSHITIJINGYINGDEFANGSHI,BUYUANZUOCHUGAIBIAN。HETONGLEICHANPINXIANGBI,XIANDELUOHOUHENDUO。XIAOSHOUZHONGDUANYIZHISHIYINLIAOXINGYEJINGZHENGZUIWEIJILIEDEYIBUFEN,KANGSHIFU、NONGFUSHANQUAN、TONGYIDENGZAOYIRUZHUWANGSHANGQUDAO,BINGQIETOUZILEDAXINGSHANGDIANHEBIANLIDIANDENGYIXIEQIANGSHIQUDAO,YIJINKUAIRONGRUNIANQINGSHICHANG。ERWAHAHAZEZAIQIANQIGUSHOULIANXIAOTIMOSHI,JINGUANZAIZHIHOUKAISHELEOAOMOSHI,JIANGXIANSHANGWANGDIANYUXIANXIASHITIDIANRONGHEDEYITIHUA“SHUANGDIAN”MOSHI,YIJIHEZHIFUBAOJINXINGLIANHEYINGXIAO,DANQUEYIZHIMEIYOUYINFAJUDADEGUANZHU。

                            2.2.6 、价格优势的消弭

                          星云棋牌官网下载   QISHIWAHAHADEJIAGEZAITONGLEISHANGPINZHONGYIZHICHUYUJIAODIDEJIEDUAN,XIANJIEDUANDESHICHANGXUYAOCHAYIHUA、GEXINGHUADECHANPINHEFUWU,JIAGEDUIDAZHONGLAISHUOBINGBUSHIYINGXIANGXIAOFEIDESHOUYAOYINSU。BUDEBUSHUO,WAHAHADEJIAGEYOUSHIZAIYEBUNENGXIYINDALIANGDEXIAOFEIZHELE。DANGRANZAIYIXIEJINGJIBUNEIMEFADADEDIQU,HAISHIYOUYIXIEWEIXIAODESHICHANG。

                            3、 营销渠道建议

                            3.1 、重视产品的研发,树立品牌形象

                            ZAIDANGQIANJINGJIXIA,WOGUOSHICHANGYUEJIABAOHE,CHANPINTONGZHIHUAXIANXIANGYUEJIAMINGXIAN,YIBANPUTONGLEIXINGDECHANPINGENBENWUFAXIYINXIAOFEIZHE。NEIMERUHETIGONGJIXIAOFEIZHECHAYIHUADECHANPIN、GEXINGHUADEFUWUYIZHISHIDANGJINGQIYEBUDUANSIKAODE。WAHAHADECHANPINXIANSUIRANBIJIAOKUAN,DANQUEYUSHICHANGQITATONGLEIXINGCHANPINBINGMEIYOUDUODAQUBIE。ERQITAQIYECHANPINZEYOUZHEJUDADESHICHANGKAIFANENGLI,TAMENBUDUANYIYOUZHICHANPINXIYINXIAOFEIZHE。CHUANTONGCHANPINXUYAOJINXINGSHIDANGDEYANGQI,LEJIEXIANDAINIANQINGRENDEXIANGFA,CHONGFENDEJINXINGSHICHANGDIAOYAN,ZHEIYANGCAINENGYOUCHAYIHUADECHANPIN,XIYINNIANQINGXIAOFEIQUNTI,DEDAOSHICHANGDERENKE,RANGDAZHONGDUIWAHAHACHANSHENGGAIGUAN,YOUZHEYIGEXINDESHEHUIXINGXIANG,WEIPINPAIZENGJIAXINDEJIAZHI。

                            3.2 、拓宽产品渠道线

                          星云棋牌官网下载   LINGWAI,WAHAHAYIZHIDEBUDAOZHONGSHIDEHENDAYUANYINJIUSHIJIAGEGUODI。XIANJIEDUANDEXIAOFEIZHEDUIYUJIAGEBINGMEIYOUNEIMEDEMINGAN,TAMENXIHUANXINYINGDE,HAOWANDECHANPIN,ERJIAGESHICIYAOYINSU。TONGGUOJIAGEDEGAIBIAN,YEKEYISHIDAZHONGYISHIDAOWAHAHACHANPINDEBIANGE。DANGRANZHEIYIQIEDOUJIANLIZAIXINPINKAIFADEJICHUZHISHANG,QISHIWAHAHAWANQUANKEYIJIANGXIANYOUXIAOLIANGBUHAODECHANPINJINXINGJIANGJIAXIAOSHOU,XIAOSHOUJIYIXIEDUIJIAGEBIJIAOMINGANDEXIAOFEIZHE,ZHEILIANGNIANLAI,ZHONGGUOJINGJIFAZHANBINGMEIYOUNEIMEXUNSU,XIAOFEICHUXIANLEJIANGJIDEQUSHI,DIJIADECHANPINYIDINGHUIXIYINYIBUFENZHONGSHIJIAGEDEREN;TONGSHIJIANGYIXIEYUANBENJIAGEJIAOGAODECHANPINJINXINGXIAOFUJIANGJIA,ZHEIBUFENCHANPINZHUYAOXIAOSHOUJINEIXIEDUIJIAGESUIRANHUIZHUYI,DANQUEMEIYOUNEIMEMINGANDEXIAOFEIZHE;ZUIHOU,JIANGKAIFADEXINPINJINXINGGAOJIAXIAOSHOU,MANZUNEIXIELIEQIXINJIAOZHONG,HUOZHEDUIJIAGEBUMINGAN,ZHUZHONGCHANPINCHAYIHUADEXIAOFEIZHE。

                            3.3、 与第三方物流建立长期稳定合作

                            WAHAHAYIZHICAIYONGDISANFANGWULIU,DANSHIHEZHEIXIEWULIUGONGSIDEHEZUOBINGMEIYOUTONGYI,ZHISHIZAIZHONGDUODEWULIUGONGSIZHONGSUIYIDEXUANZEYIGE,BINGMEIYOUCONGKEXUE、XITONGFANGMIANJINXINGKAOLIANG,YINCICHENGBENYEJIUWUFAKONGZHI,SHENZHIZHUJIANCHENGWEIFUDAN。ERHEDISANFANGWULIUJIANLIZHANGQIHEZUO,KEYIJIANSHAOCHENGBENDEYUNYING,TONGSHIYEKEYIZAIYIDINGCHENGDUSHANGJIANSHAOHUOWUSUNHUAI、WUFAANSHIDAOHUODEWENTI。BINGQIE,WOBINGBUJIANYIWAHAHAXUANZEZIJIANWULIUQUDAO,YIFANGMIANSHIYINWEIWAHAHAXIANJIEDUANMEIYOUNEIMEDADEXIANJINLIU;LINGWAIJIUSHI,ZIJIANWULIUDEYUNYINGMEIYOUDISANFANGWULIUZHUANYE,YIDANZIJIANWULIU,XIANJINLIUBUGOUJIUHUIZAOCHENGGONGYINGLIANDEDUANLIE。

                            3.4 、实行分层责任制

                            JINGUANLIANXIAOTIJIWAHAHADAILAILEHENDUOYOUSHI,DANTAGUOYUJIANGHUADEQUDAOMOSHIHAISHIYOUDAIGAIJIN,YINCISHIXINGFENCENGZERENZHISHISHIFENYOUBIYAODE。ZONGGONGSIKEYIDUISHENGFENGONGSIYIJITEYUEYIJIPIFASHANGJINXINGGUANLI,ERTEYUEYIJIPIFASHANGKEYIDUIYIJI、ERJIPIFASHANGJINXINGGUANLI,YIERJIPIFASHANGDUISANSIJIPIFASHANGJINXINGGUANLI,ZHEIYANGBUJINJIANQINGLEWAHAHAZONGGONGSIDEGUANLIYALI,YEKEYIRANGQUDAOCHENGYUANZAICICHONGMANHUOLI,QUDAOCHENGYUANDUISHICHANGYONGYOUYIDINGDEZIZHUQUAN,NENGGOUSHUNYINGSHICHANGDEBIANHUA,ZHEIYEJIANJIEDETISHENGLEWAHAHADEQIYEXINGXIANG,GENGRONGYIXIYINXINDEXIAOFEIZHE。

                            3.5、 重视线上渠道的建立和完善

                            ZHIQIANWAHAHALINGDAORENZONGQINGHOUTICHUDEOAOMOSHIKEYIJINXINGSHENRUDETANTAO,JIANGXIANSHANGWANGDIANYUXIANXIASHITIDIANRONGHEDEYITIHUA“SHUANGDIAN”MOSHI,KEYIHEALIBABA、JINGDONGJINXINGHEZUO,LINGWAI,YEKEYIXUANZEZIJIZUODIANSHANG,DANSHIWOBIXUYAOZHICHUDESHI,XIANZAIDIANSHANGXINGYEYULONGHUNZA,CHANPINDEZHILIANGWENTIYINRENDANYOU,RUGUOWAHAHAYAOJINXINGXIANSHANGXIANXIADECHANPINQUDAODEZHENGHE,YIDINGDAOZHONGSHIZHILIANGWENTI。TONGSHI,ZAIZHEILILINGDAORENDELINGDAOYIZHIYEYOUWEIZHONGYAO,ZONGQINGHOUBUYUANRUZHUDIANSHANGPINGTAIHENDACHENGDUSHANGFANYINGLECHUANTONGKUAIXIAOPINXINGYEGUBUZIFENGDESIXIANG,TAMENBUYUANZAIGUYOUMOSHIXIAZUOCHUGAIBIAN,ZHEIYESHIZHIDESHENSIDE。

                            4 、结论

                            TONGGUOYISHANGFENXI,WOMENFAXIAN,YINGXIAOQUDAODUIWAHAHASHICHANGXIAOLIANGJUYOUZHONGDAYINGXIANG,YIFANGMIAN,TAYINGXIANGZHEQUDAOCHENGYUANZHIJIANDEXIANGHUHEZUOYUCHONGTU;LINGYIFANGMIAN,TAYEDUIQIYEDECHANPINDIAOYAN,KAIFA,SHENGCHANDENGDUOFANGMIANJINXINGLEZHIYUE,BUKEFOUREN,RUGUOYIGEQIYEWUFACONGGENBENSHANGZHANGWOTADEYINGXIAOQUDAO,JIUMEIYOUBANFAZAISHICHANGSHANGZHANJUYIXIZHIDI。YINCI,QIYEYINGGAIZHONGSHIQIYINGXIAOQUDAODEGUANLI,CONGYUANTOUSHANGJIEJUEQUDAODEWENTI,TONGSHIQUDAODEJIANSHEYAOYUSHIJUJIN,BUKEYIGUBUZIFENG,RUGUOYIWEIDEJIANSHOUZIJIDEYINGXIAOQUDAOMOSHI,ERBUYUANGAIBIAN,ZHIHUISHIQUYUANYOUDESHICHANGFENE,BEITONGLEIJINGZHENGDUISHOUXUNSUZHANLING。

                            5 、讨论

                          星云棋牌官网下载   TONGGUOJIELUN,WOMENFAXIAN,HENDUOKUAIXIAOXINGYEBUYUANGAIBIANTAMENGUYOUDEYIXIEYINGXIAOQUDAO,JIUQIYUANYIN,HENDUORENRENWEI,XIANSHANGQUDAOBUHUICHENGWEIXIANDAIXIAOSHOUZHULIU,DANSHIXINXINGDEQUDAOMOSHICHULAIHOU,CHUANTONGMOSHIJIUWUFASHIYINGSHEHUIDEFAZHAN,ZHEIXIEKUAIXIAOPINXINGYEDELONGTOULAODABEIPOCAIYONGXIANSHANGQUDAO,DANYOUYOUYUBUSHISHOUXIANCAIYONGDEYIPI,SUOYIJIUHENNANCONGGENBENSHANGSHIYING。WEICI,GONGSIDUIXINXINGSHIWUDEJIESHOUCHENGDUDUIQIYEDEFAZHANYOUZHEHENDADEYINGXIANG。

                            参考文献

                            [1] 张广玲,邬金涛.分销渠道管理[M].武汉:武汉大学出版社,2015.
                            [2] 庄贵军.营销渠道管理[M].北京:北京大学出版社,2012.
                            [3] 刘旸.企业营销渠道及其提升方法研究[J].企业改革与管理,2017,21(22):45-45.
                            [4] 肖丽萍,喻晓艳.浅析建立客户忠诚度的途径[N].经营之道,2014,(11).
                            [5] 陈清.试析营销渠道建立方式[N].石油化工管理干部学院学报,2009,(03).
                            [6] 果慧君.提升客户忠诚度的途径与方法[N].改革与开放,2016-03-010.
                            [7] 钱锋,徐麟文.企业渠道建设[J].商业研究,2017,(03).
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                            [9] 李慎恒.分销渠道冲突的成因及对策口[J].经济师,201,3(7).
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                            严冬青.娃哈哈营销渠道管理研究[J].现代商贸工业,2019,40(33):69-71.
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