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1、W品牌“渠道运营”的操作思路Inthefieldoffastmovingconsumergoods,theWbrand，schannelresourcesareundoubtedlythemostvaluable・Atpresent,Wbrandmanagementandinputforthechannelisalsoverylarge,almostallofthechannelspentmostofthetime・Howtomakemoreeffectiveuseofthenetworkresourcesandmaint
2、ainandincreasethevalueontheexistingbasisisalsoamajordilemmaforseniorleaders,suchasZong,generalandsoon.Accordingtothestrongexistingcybersource,thespiritofconsolidation,optimization,upgrade,proliferationofconstructiontheory,weputforwardsomenewideasfortheoperationofc
3、hannels:Wbrandby"bychangingchannels^to"operationchannel〃・I.BasicStrategyofchanneloperation1,channelbusinessidentity:Wbrandcharmelmembersisverylargeandcomplex,thetitleofadealer,twowholesalers,threewholesalers,salesterminalsandotherdifferent,andbetweenthemthenatureo
4、fthecompany,thescale,coverageisalsonotthesame,here,Iaccordingtothedifferentlevelsofthedifferentchannelbusinessidentity,takethemasfollowsclassificationanddefinition:Dealer:upayadepositanddelivery,dealingdirectlywiththeWbrandmerchants:U:retailersdealingdirectlywithc
5、onsumersmerchants:U:nodeposit,nowholesalerstoretail,distributorsandretailersbetweenbusinesses;1,functionalplanningandincentivestrategiesUfordealers:tostrengthenitsregionaldistributionfunctionandservicefunction,nonterminalsalesbehavior,accordingtothedeliveryvolumeg
6、etsacommissiontoreplacethesalesrebate;Uforwholesalers:strengthenthegoodsturnoverfunctionandcirculationfunction,nonterminalsalesbehavior,accordingtothecompanylevelpostacquisitioncirculationprofittoreplacethesalesrebate;Uforretailers:strengthenthefunctionofterminals
7、alesandterminalmarketing,displayfunction,accordingtothecompany，ssalespolicytoobtainsalesprofitandsalesrebate;2,managementstrategy:keybusinessmanagementAccordingtothesalesscaleandstrength,theproportionofWbrandproductswillbedividedintoexistingchannels(ofcourse,thesp
8、ecificvaluemustrefertotheactualoperationoftheenterprisetoweighthedecision):Dealer:〃Uyeardeliveryvolumeof1million500thousandyuan,andtheproportionoftheamo
