Marketing channel refers to all enterprises or individuals that obtain the ownership of this goods or services from the producers to the consumers or help to transfer their ownership. It is the specific channel for the transfer of goods and services from producers to consumers. Or path. At present, most marketing books focus on the mode, system and management of marketing channels, but there is no systematic introduction to the operation and integration of specific marketing channels. In the process of marketing, channel strategy is a key link. Under the background of “channel is king and terminal winsâ€, the author believes that the integration of marketing channels is the key to breaking the market and breaking through.
First, the way of marketing channel integration
In the context of globalization, Chinese companies should use "speed" to counter the "scale" of multinational corporations, use "cost-effectiveness" to eliminate the "added value" of multinational corporations, and use "industrial brands" to counter the "corporate brand" of multinational corporations. Use "channels" to block the "brand" of multinational companies, and use "sales" to disrupt the "status" of multinational companies. In the integration of marketing channels, it is mainly reflected in the following aspects.
The first is the integration of integration. Integrated integration is to change the business ideas of middlemen, no longer focus on short-term interests, but through fundamental institutional changes, the formation of strategic partnerships between manufacturers, the pursuit of common growth, sustainable development, emphasizing the mutual integration of manufacturers, Infiltration, coordination of functions, such as manufacturers and distributors can be bound by certain contracts, form a contractual system based on certain interests, such as franchising; manufacturers can rely on their own market reputation, product innovation capabilities and other strengths The different members of the sales channel will form a management system, such as the unified auxiliary sales model, the manufacturers will provide human and material support in the management personnel, marketing, finance, etc. for the weak links of the dealers, and integrate the strong funds of the dealers. , rich industry experience, sound goods sales network and other advantages, build a new sales and business unit; can be manufacturers to control the sales channels by way of shareholding, form a ownership system, such as Gree's first share sales company model, through each province Selected several major distributors to jointly fund and participate in the formation of sales , Manufacturers and distributors of contact greatly enhanced channel management capability has been greatly improved, reaching a higher level of coherence between manufacturers.
The second is the integration of traditional channels and new channels. Along with the transformation of the marketing environment, many new marketing channels have emerged, such as comprehensive chain stores, brand stores, group purchasing, online ordering, customization, automatic sales, tour (exhibition), etc., while the traditional channels are mainly large. Shopping malls, supermarkets, franchised stores, retail stores, on the one hand, the two channels of resources should be effectively combined, make full use of their respective advantages, create a new business model, on the other hand, we must dig deep into some existing channel resources, such as postal outlets, Bank outlets, outlets for supply and marketing cooperative systems, gas stations for expressways, railway stations and airports all have broad channel space.
The third is the integration of peers or similar product channels. For example, many multinational companies have adopted peer cooperation channels when they entered the Chinese market in the early stage or when Chinese companies explored foreign markets. For example, Philips entered the Chinese market to graft TCL sales channels in the early stage, Chery entered the US market to graft dreamy sales channels, etc. "to promote the sale of products.
The fourth is channel integration across industries. In recent years, cross-border marketing has emerged in many industries, breaking the traditional marketing thinking and providing systematic solutions to customers through cross-industry channel integration. Such as the effective combination of Skyworth and Vantage is the perfect cross-border, effectively open up the rural market through channel integration between industries; such as the total sales of golden monkey milk in pharmacies, such as solar water heaters in hardware, building materials stores, etc. It is an effective integration of cross-industry marketing channels.
Second, the integration of marketing channels
Channels are resources for enterprises on the one hand, but there are uncertainties on the other hand, because if the management is not good, the channels are not stable and difficult to survive. In the process of channel integration, win-win is the key, which requires The integration should take into account the value convergence of the target consumer groups, taking into account the effective complementarity or complementarity between the shared products, taking into account the mutual reciprocity of cooperation, taking into account the mutual consistency, in general, The level of surgery is mainly reflected in:
One is good at borrowing. It is to use and graft some related and complementary channel resources. For the sale of liquor, considering the huge market demand for wedding, you can graft the wedding photo studio; such as wine, you can graft some high-end clubs and women's SPA, you can graft into the refrigerator's sales channels; if cola can borrow fast food, Internet cafes and other channels; such as cooperation between natural gas and real estate developers, cooperation between home appliances and real estate.
The second is to be good at changing lanes. It is the exchange and integration of channel resources. Because if three companies rent a channel together, it means that the cost of this channel has to be borne by one person. Now it only takes one-third; if you exchange one channel with the other two, then your Channel capital has changed from one to three. For example, there is a resource for exchange between the mobile business hall and the supermarket; for example, there are channels for the exchange of integrated resources between the decoration company and the furniture and building materials companies.
The third is to open the way. It is through different ways to cultivate their own channels. On the one hand, it can be “find a person who loves to marry†and “find a rich person to marryâ€, that is, if the other party is willing or interested, or has sufficient financial strength. Even if you don't distribute the products in your industry, you can also let them operate in a way that enhances the sales of products through support and cultivation. On the other hand, it creates blue ocean space, such as Vanke Eslite and PPG's men's apparel online sales and mail sales. Such as the appearance of the lattice shop and so on.
Of course, in the integration of channels, it is not only reflected in the sharing level of resources, but also in the interactive promotion level of channels, such as cola and computer interactive promotional items and prizes; such as red wine coupons in spa spas, in red wine Spa coupons, etc. in the store; such as Supor and Arowana cooperation promotions.
In short, the integration of marketing channels is one of the keys to corporate marketing innovation in a changing environment. Through the effective integration of channels, not only reduces the channel cost of enterprises, but also increases channel opportunities, and increases sales.
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