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1、营销策略之分销策略-上善若水无争（Distributionstrategy-marketingstrategyasgoodaswaterdispute）Relatedconcepts:Distributionchannel:adistributionchannelisabusinessorindividualthatobtainsownershipofthegoodsorservices,ortransferstheownershipofthegoodsorservicesfromtheproducertotheconsumer.Itmainlyincludesdeal
2、ers,middlemen,agents,middlemenandproducersandconsumersatthebeginningandendofthechannel.Undertheconditionsofmarketeconomy,productsmustbethroughtheexchangeofvalue,formsofexercise,maketheproducttransferfromoneownertoanotherowner,untilthehandsofconsumers,thisiscalledflow,atthesametime,alongw
3、iththeflow,spaceandmovingtheproductentity,calledlogistics.TheflowofCommerceandlogisticscombinetomakeproductsfromproducerstoconsumers,isadistributionchannelordistributionchannels.Distributionchannelstrategy:inordertotransfertheproductquicklytotheconsumers,theenterpriseshouldselectthebests
4、aleschannelandadjustandupdateitintimetoadapttothechangeofthemarket.Includingthesaleschannelstrategy:adevelopmentandpenetrationstrategy,namelythenewchannel,throughselfbuiltenterprisemarketingpointorattractmiddlementoopenupchannels,ifthechannelhasbeenlongingfortheopponentcancontrolchannelp
5、enetration,astepcrowdingrivalchannel;Bconsolidationstrategies,namelytopreventtheopponentfromseepingin,theautomaticchainbusiness,eventhecamp,franchisingandotherwaystoconsolidatetheexistingchannel;Cexpansionstrategy:intensiveexpansion,fromthepointofsalevolumeexpansion;franchisemonopoly,imp
6、rovetheshareofaprofessionalmarket,tostrengthenitscontrol;andcomprehensiveexpansion,thatisabovetwo.Distributionchannelmanagement:distributionchannelmanagementistheprocessofcoordinatingandcontrollingthemembersofdistributionchannels.Thecontentincludesthreeaspects:thefirstisthechoiceofchanne
7、lmembers,namelyinthechanneldesigniscompleted,thespecificchoiceofwhichmiddlemenastheirchannelmembers;thetwoishowtomotivatethemiddlemananddealwiththerelationsamongthem,butalsotocoordinatetherelationshipbetweenthemiddlemen;threeistoevaluatetheworkofthechannelmembers,andadjus
