Factors affecting the choice of sales channels. Product factor: 1, unit value of the product; 2. Product quality; 3. Style and variety; 4. Policies and decrees.
Second, market factors: 1, the number of potential customers; 2. Sales volume; 3. Regional distribution of the market; 4. Consumption habits and time; 5. The relationship between consumption cost and sales volume.
Third, the enterprise's own factors: 1, reputation and financial strength; 2. Marketing ability; 3. The desire to control channels; 4. Intermediary factors (such as financial, warehousing and management capabilities of intermediaries).
The market is changing, and so is the competition. The increasingly fierce and antagonistic market determines that enterprises must actively participate in this kind of competition, requiring enterprises to operate more deeply and carefully and improve the controllability of market resources. ? Manufacturer? General agent? Secondary agent? Third-class agent? Retailer? Consumers? It has always been a classic model in traditional sales channels, but it has inherent shortcomings.
This deficiency is mainly reflected in the multi-level sales network to divide profits, which is not conducive to the price advantage of products. Moreover, the irregular operation and uneven management level of dealers often make the policies of enterprises unable to be uniformly implemented, unable to coordinate with the will of enterprises themselves, and have poor controllability. Multi-level and single-item circulation makes it impossible for information to be accurately, timely and truly fed back to manufacturers, which makes enterprises miss many business opportunities and many manufacturers often fail to produce. Raising tigers is a problem? The feeling, but more is helpless. A business owner said with a wry smile. Hold a dealer meeting. According to them, it seems that the company has no choice but to close down. ? You can see the leopard in the pipe. It is not just lip service to establish a sales channel that conforms to the development of the enterprise itself. In order to obtain a stable and healthy market, enterprises must establish their own exclusive sales channels and clearly recognize the following points:
Key points of sales channels. Establishing exclusive sales channels is the core task of marketing work, the main condition for entering a stable operation, and the top priority for Dongguan toy enterprises to enter the domestic market.
If sales do not pay attention to channel construction, enterprises will lose the market. To develop the market, it is necessary to develop exclusive sales channels, with which enterprises will have a steady stream of income; On the other hand, even if the enterprise can achieve better sales performance due to market reasons, it can only be temporary. Once competitors take corresponding measures, enterprises will face a passive situation. Of course, the traditional sales channels rely on agents or wholesalers, and this sales model cannot be changed temporarily in the short term. Although this channel is a bit inefficient and gives people an insatiable feeling, it is still a mainstream of toy sales, but this does not mean that it exists, which means that it is reasonable.
In the increasingly fierce international and domestic environment, one of the effective ways to reduce the pressure of competition.
Proprietary value lies in the coordination of interests, sharing weal and woe, and manufacturers, distributors and retailers are in the same boat, which means it is difficult for competitors to get their hands on it. Although the manufacturer sold the product to the seller, it does not mean that the manufacturer can sit back and relax. It is very important for the manufacturer to put the work in place in the early, middle and late stages, and it is necessary to train the seller's personnel, market planning and promotion. Forming a win-win situation for all parties is the ultimate goal of maintaining the circular operation of this system.
Third, the establishment of exclusive sales channels is to prevent the increase and waste of sales expenses of enterprises, which is the key to maintain reasonable sales expenses and improve economic benefits of enterprises.
On the one hand, the sales channel shared with peers intensifies the competition of competitors in the first-class dealers, on the other hand, the greater harm comes from the competition of the same product in the second-class or even third-class dealers, and their competition is price war competition. The former leads to an increase in sales costs, while the latter leads to a decline in corporate profitability. In either case, it is not good for the enterprise, but will cause double harm. Dancing with wolves does not mean a dead end. Shopping malls and shopping centers are very popular with people. Then, when dealing with these supermarkets, can we say that we don't pay attention? This is obviously a big misunderstanding. It is not advisable for any party to avoid malicious price competition and slander each other, and it will even affect the normal development of the whole industry.
Four, the establishment of exclusive sales channels is of great significance to the long-term development of enterprises.
People only realize the intangible asset value of the brand, and often ignore that the exclusive sales channel has greater intangible value. With it, enterprises can develop and promote new products. With it, the fate of enterprises can be in their own hands. A single sales channel model is not the ultimate problem that this article wants to discuss. The stage of enterprise development and the specific ways adopted are closely related to the company's strength, scale, market input and output budget objectives. The channel state of the toy industry that we see now has been gradually changing. The reason for the change is that traditional channels have failed to become smooth channels between supply and demand, and the reason for the change is that traditional channels have failed to meet the expectations between supply and demand. Of course, with the maturity of the industry, manufacturers and these dealers will find a balance point and finally optimize the whole chain. The market determines the survival of enterprises, and the choice of channels is very important for the development of enterprises!
Research on the Influencing Factors of the Structure Design of Enterprise Marketing Channels I. Introduction
With the development of science and technology, the products produced by enterprises are becoming more and more homogeneous, and the price, quality and promotion of products can no longer bring their due competitive advantages to enterprises. Marketing channels have become another source for enterprises to gain competitive advantages. In the fiercely competitive market, whoever has an efficient marketing channel and who can deliver the excellent products of the factory to consumers quickly, efficiently and with low consumption will have the market to a great extent, which has become the knowledge of enterprises. Efficient channel operation cannot be separated from scientific and effective channel design and management. Channel design and management has become the focus of attention today.
Second, the concept of marketing channels and its structural design
The definition of marketing channel, whether at home or abroad, has no extension and connotation that researchers fully agree with. The world famous marketing guru Philip? Kotler defines marketing channels as:? All enterprises and individuals who acquire the ownership of a commodity or service or help transfer the ownership when it flows from producer to consumer? Rosenbloom, a famous American channel expert, believes that marketing channels are operating organizations that are associated with the outside of the company and achieve the purpose of company distribution? The American Marketing Association (AMA) believes that marketing channels are organizations including enterprises and external agents and distributors? .
Similarly, there are different views on the concepts of channel structure and channel structure design. This paper holds that the marketing channel structure refers to the composition of the whole channel, and the channel structure describes the various members in the channel, the density of each member, and the number of different channels in the market. Channel structure design refers to the choice of channel structure for products or services provided to customers and consumers, including the choice of channel length, channel width and channel breadth.
Third, the influencing factors model of channel structure design
Scholars at home and abroad have discussed the influencing factors of channel structure design: American marketing channel expert Rosen Brom believes that the influencing factors of channel design include market factors, product factors, company factors, middleman factors, behavior factors and environmental factors in marketing channel management (the sixth edition of the original book); Chinese scholars Tu and Zhao Yinde talked about the influence of market, product and organizational structure on the structural design of marketing channels in Thinking about Distribution Channels (Shopping Center Modernization,No. 10, 2005). Tong Yali talked about the influence of market characteristics, competition characteristics and production conditions on channel structure design in the article "Development Strategy of Marketing Channels" (Enterprise Management 200 1 No.5). Huayao, Wang Ruiying and Wang Haiyan pointed out in the article Marketing Channel Development Strategy (Industrial Technology Economy, 2002) that the influencing factors of channel structure design are market characteristics, price, middleman characteristics and network technology. Looking at the literature of influencing factors of channel structure design, the author finds that the analysis of influencing factors of channel structure design by scholars is not systematic and comprehensive enough, and some of them are simply listed without further induction and arrangement. On the basis of predecessors' research, the author puts forward the influencing factor model of channel structure design, and analyzes that macro-environmental factors are the premise of channel structure design, micro-environmental factors are the guidance of channel structure design, and the internal environment of enterprises is the basis of channel structure design. These three factors interact and restrict each other, which have great influence on the channel structure design.
1. Macro environmental factors. Macro-environment is the premise of enterprise's survival and development. Any enterprise exists in a certain macro environment, and its daily business activities are greatly restricted and influenced by the macro environment. The design of enterprise marketing channel structure is also influenced by various preconditions such as economy, policy, culture and technology.
(1) Economic factors. Macroeconomic trend, economic growth rate, economic operation cycle and other factors have a far-reaching impact on the design of enterprise channel structure. When the macroeconomic trend is good, the development is stable, and the market demand is rising, manufacturers can increase the sales points, expand the sales network, and choose to sell products through wide channels or long channels; When the economic situation is bad, the market demand drops, and manufacturers need to sell their products at lower prices. In order to reduce costs, they may choose short channels for sales.
(2) policies and regulations. National policies and regulations have a great influence on the structural design of enterprise marketing channels, and enterprises must choose legal marketing channels in strict accordance with national regulations. For example, the national regulations on pharmaceutical companies? Drugs produced by enterprises shall not be sold directly to consumers, but must go through the agency link? Pharmaceutical enterprises must market their products by agency according to national laws and regulations, instead of directly pushing them to the market.
(3) Social and cultural factors. Social culture is the sum total of people's value orientation, customs and lifestyles in a certain region. It will also have a far-reaching impact on the design of enterprise marketing channel structure. For example, when Japanese people buy daily necessities, they like to buy in stalls and small shops that they have known for many years, rather than in large supermarkets, which determines that traditional small retail stores are channel members that manufacturers cannot ignore.
(4) Technological development factors. With the rapid development of technology, it has a great influence on the design of enterprise channel structure. Especially with the development of computer and network technology, the channel structure of enterprises has brought earth-shaking changes. Most powerful companies have their own websites, which have opened up online sales channels and increased the breadth of channels. Some enterprises simply abandon all traditional marketing channels and directly conduct online direct marketing.
2. Micro-environment. The micro-environment of an enterprise is an environment in which the daily business activities of the enterprise are more closely related to itself, including the middlemen who deal with the enterprise, the customers of the enterprise and the opponents who directly compete with the enterprise in the industry. The micro-environment of an enterprise will have a direct and far-reaching impact on the design of its channel structure, which is the guidance of its marketing channel structure design.
(1) Customer factors. Customer factor, also known as market factor, refers to the characteristics of the target market that enterprises are prepared to provide services for, including market size, market distribution, market density and market behavior. The bigger the market, the more likely it is for enterprises to use middlemen, and vice versa. Similarly, the wider the market distribution, the lower the cost of using middlemen than the direct channel cost, and the greater the possibility of using middlemen; The greater the market density, enterprises will usually provide services directly to the target market and avoid using middlemen. The smaller the market density, the enterprises usually choose to use middlemen to deliver products to customers through long channels.
(2) Dealer factor. Dealer factors have great influence on the design of enterprise channel structure, and there are many specific factors, among which the most important factors include the cooperative attitude of dealers, the strength of dealers and the distribution cost of dealers. If the distributor has a strong sincerity to cooperate with the enterprise, is interested in the products of the enterprise and is interested in establishing a long-term cooperative relationship with the enterprise, the enterprise can choose indirect channels. If the distributor has a high degree of specialization and strong strength, enterprises can choose indirect channels and determine the length and width of channels according to their own service level. On the contrary, enterprises can only choose to sell themselves. If the distribution cost of choosing middlemen is higher than the direct selling cost of enterprises, it is more cost-effective for enterprises to adopt direct selling channels.
(3) competition. The influence of enterprise competition on channel structure design is influenced by the product status of enterprises. If the products of an enterprise are superior to those of competitors, the enterprise can spread the goods to the channels of competitors and compete directly with them; If the products of competitors are superior to those of enterprises, enterprises should try to avoid using the same channel with competitors. The competitive strategy of enterprises also has a great influence on the design of enterprise channel structure.
3. The internal environment of the enterprise. The internal environment of an enterprise refers to its internal operating environment, which is the basis of channel structure design. Enterprises should choose the channel structure according to their own conditions. The long-term development goal, scale, financial resources, product structure, past business, experience and current marketing strategy of an enterprise all affect the producers' choice of marketing channel structure.
(1) The scale strength of the enterprise. If the enterprise has a large scale, strong financial strength, excellent management team and rich experience in channel management, it can deliver products or services to customers through direct channels. If the enterprise already has mature marketing channels, it can also develop new channels to deliver products or services to customers through different channels. In terms of width, enterprises can adopt the channel strategy of intensive distribution.
(2) Enterprise marketing strategy. The marketing strategy of an enterprise is a unified organic whole, which not only cooperates with each other but also restricts each other. If the enterprise's product portfolio is wide and deep, it can sell the products directly to retailers or implement direct sales channels; On the other hand, if the product portfolio of the production enterprise is small in width and depth, it can only be resold to retailers through wholesalers and finally sold to consumers, that is, indirect sales channels are implemented. For high-priced products, enterprises generally adopt straight channels or short channels, while for low-priced products, enterprises generally adopt long channels. Enterprise adoption? Push? When promoting sales, it is generally aimed at direct sales channels; Enterprise adoption? Pull? When promoting sales strategy, it is generally aimed at long channels.
(3) Enterprise product attributes. There are many classifications and definitions about the attributes of products. The attributes we are talking about here mainly refer to the physical attributes of products and the essential attributes of products. The attributes of products produced by enterprises have great influence on the design of marketing channel structure of enterprises. The impact is shown in table 1.
(4) The desire of enterprises to control channels. If you have a strong desire to control channels and strong sales ability, you can sell products directly to consumers or users, or you can choose a shorter distribution channel.
Fourth, the direction of further research.
The research on marketing channels at home and abroad mainly focuses on two aspects: first, the research on channel structure; The second is channel behavior research. This paper is a small topic in the research of channel structure, the research of influencing factors of channel structure design. The research on the influencing factors of channel structure is complicated and inconclusive. The author thinks that the influencing factors of marketing channel structure design are from big to small, including macro-environmental factors, micro-environmental factors and internal environmental factors of enterprises. Rosen Brom, an American marketing channel expert, believes that the influencing factors of channel design include market factors, product factors, company factors, middleman factors, behavioral factors and environmental factors, among which behavioral factors are not summarized and explained in this paper. How to sort out the behavior factors of enterprise channel members according to a certain theoretical framework is a subject that needs further study in this paper.
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