资源描述：
《日用品市场策略（commodity market strategy）》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、日用品市场策略（Commoditymarketstrategy）Source:siteAuthor:Editor03time:2008-07-24browse:27times[printpapers][collectionpapers]Fordailynecessities,themasterofthechannelistograspthemarket,thenhowmanufacturersdoagoodjobofchannels?Theproductpriceislow,profitperunitconsumptionsmall,widerange
2、,highfrequencyofconsumption,mustrelyonawiderangeofmarketcoveragevolumesalestobeprofitable;themanufacturerscannotonlyrelyonalargeareaofdirect,totalagents,distributors,retaildistributionchannel;complexandtrivial,pathlength,pointofsale,thecomprehensivequalityofchanneldealersrelativ
3、etootherindustriesisrelativelylow.Thesecharacteristicsdeterminethatthecommodityindustryhashighdependenceonthechannelandisdifficulttomanage.Atthesametime,italsodecidesthatthedailynecessitiesmarketingmustfirmlygrasptwocoreproblems-priceandprofit.Changetotherebateincentive:turnfrom
4、aguestintoahostofmanycompanieswilldevelopdealerrebateincentives,thepurposeisthroughtherebatetomobilizetheirenthusiasm.Rebatereferstomanufacturersinaccordancewithcertaincriteria,incashorintheformofphysicalincentivesfordealers,therealpurposeofrebateis-processmanagementandsalesregu
5、lation.ThemanagementoftheCocaColaCohasasayingthattheprocessiswelldoneandtheresultsarenatural.Processmanagementisthroughtheestablishmentofvariousincentivestoensurethestandardizationofdealermarketoperations,toensurethehealthydevelopmentoftoday'smarket,withaviewtoachievingtomorrow'
6、sprofittarget.Therewardscopeisasfollows:thedistributionrate,vividaccountrate(numberofcustomerswithlocalzeroturnoverrate),allitemsinstock,safetystock,inaccordancewiththedesignatedregionalsales,sales(salesofcompetingproducts),activedelivery,paymentcompliance.Distributionrate,vivid
7、andopeningrateisthemostbasicworkofthemarket,isthefocusinthearea;keepsales,price,specificationcompliancepayment,canpreventthemarket"cancer"hashitprice,baddebts;safetystock,allitemspurchase,distributionandpromotionofpositivecooperation,canmakeallkindsofmarkettoeffectivelyimplement
8、thestrategyofthecompany.Strictprocessmanagement
