The design of enterprise distribution channel is to decide what kind of distribution channel to use, whether to send salesmen to sell or sell themselves in other ways, or to distribute through middlemen. If you decide to distribute through middlemen, you should further decide what type and scale of middlemen to choose.
Second, determine the number of middlemen.
That is, to determine the width of the channel. This mainly depends on the characteristics of the product itself, the size of the market capacity and the width of the demand. There are usually three forms to choose from.
1, densely distributed. Use as many middlemen as possible to distribute and broaden channels as much as possible. Convenience items in consumer goods (cigarettes, matches, soap, etc.). ) and standard parts and general accessories in industrial supplies are all suitable for this distribution form to provide maximum purchase convenience.
2. Exclusive distribution. In a certain area, only one middleman is selected for distribution or agency, and exclusive operation is implemented. Exclusive distribution is the most extreme form and the narrowest distribution channel, which is usually only applicable to some durable consumer goods or brand-name goods with strong technology.
The advantage of exclusive distribution to manufacturers is to control middlemen, improve their management level, strengthen product image and increase profits. However, there are certain risks in this form. If the middleman is not well managed or has an accident, the producer will suffer losses.
3. Selective distribution. This is a form of distribution between the above two forms, that is, several middlemen are conditionally selected to operate. This form is suitable for all kinds of products, and it is wider than exclusive distribution, which is conducive to expanding sales, opening up markets and launching competition;
Compared with intensive distribution, it is more economical, easier to control and does not need to distract too much energy. Conditional choice of middlemen. It also helps to strengthen mutual understanding and contact, so that the selected middlemen are willing to work hard to improve their promotion level. Therefore, this form of distribution works well.
4. Composite distribution. Producers sell the same products to different markets and the same market through various channels. This distribution strategy is conducive to mobilizing the enthusiasm of all parties.
Third, stipulate the rights and responsibilities of channel members.
After determining the length and width of the channel, the enterprise should also stipulate the rights and responsibilities with the middlemen, such as giving different price discounts to middlemen in different regions, different types and different purchases, providing quality assurance and price reduction guarantee, so as to encourage middlemen to actively purchase goods.
It is also necessary to agree on the terms of delivery and settlement, as well as the services provided by the other party, such as manufacturers providing spare parts, training technicians, assisting in sales promotion, etc. The seller provides market information and various business statistics. When signing a contract with a middleman, the manufacturer shall include the above contents.
Extended data
Designing channels generally includes four aspects: analyzing the service output level, determining the channel objectives, determining the channel structure scheme, and evaluating the main channel schemes.
I. Analysis of service output level
The output level of channel service refers to the degree to which channel strategy solves the problem of customers buying goods and services.
There are five factors that affect the output level of channel services:
1. Purchase batch refers to the quantity of goods purchased by customers at one time.
2. Waiting time refers to the average waiting time after the customer places an order or decides to buy it on the spot and gets the goods.
3. Convenience refers to the convenience provided by distribution channels for customers to buy goods.
4. The scope of choice refers to the quantity of goods provided to customers by distribution channels.
5. After-sales service refers to various additional services provided by distribution channels to customers, including credit, delivery, installation and maintenance.
Second, determine the channel objectives and restrictions
The central link of channel design is to determine the best way to reach the target market. Channel objectives should be expressed as the level of customer service expected by enterprises (when, where and how to provide products and realize services to target customers) and the functions that middlemen should perform. Whether creating a channel or changing the original channel, the designer must clearly list the channel design objectives of the enterprise.
Third, determine the channel structure plan.
Effective channel design should be based on determining the market that the enterprise wants to reach. No one channel can adapt to all enterprises and all products. Although they are similar in nature, even the same product, sometimes they have to adopt completely different distribution channels.
1, the main factors affecting the channel structure
Market factors and channel design are deeply influenced by market characteristics.
Product factor, product factor is a very important factor affecting the channel structure.
Enterprise factors, enterprises should also consider their own situation when choosing distribution channels.
2. Design the channel structure scheme
After defining the channel objectives and influencing factors of the enterprise, the enterprise can design multiple channel schemes for selection. The channel selection scheme includes three elements, namely, the channel length strategy, the channel width strategy and the type of commercial intermediary structure.
Fourth, evaluate the main channel scheme.
The task of evaluating major channel schemes is to select the channel structure scheme that best meets the long-term marketing objectives of enterprises among those seemingly feasible channel structure schemes. Therefore, we must use certain standards to conduct a comprehensive evaluation of channels. Among them, the commonly used standards are economy, controllability and adaptability.
1, economic standard, the ultimate goal of the enterprise is to obtain the best economic benefits, therefore, the economic benefits mainly consider the relationship between sales and costs of each channel.
2, the degree of control, the enterprise's control of the channel, its own marketing, of course, is more favorable than using a sales agent.
3. Adaptability, market demand and the resulting changes in all aspects require enterprises to have certain adaptability.
Baidu Encyclopedia-Distribution Channel
Baidu Encyclopedia-Distribution Channel Design