分销基础教程文件.ppt

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1、分销基础关于改变流程的想法股东资金回报率流动资金回报率X(1+)负债比例资产密集净利率毛利率成本结构流动资金周转率流动资金周转天数存货天数应收帐款天数应付帐款天数X+财务依据分销商的角色是:1.库存2.管理资金的风险3.处理定单2nd-TierRecruitmentandManagementWholesalerAlignmentRecruitmentCertified2nd-TierManagementFundingManagementITsystems,ResellerSalesCenterSe

2、tupandmanagementTargetrightpartners,GeographyProductLineCoordinationsChannelMarketingISVSolutionDevelopmentWholesaler:ACityMarchAprSHHGZCHDSHYWk1wk2wk3wk1wk2wk3Wholesaler:BCityMarchAprSHHGZCHDSHYWk1wk2wk3wk1wk2wk3HP/W/SAlignedRecruitmentPlanCityMarchA

3、prSHHGZCHDSHYWk1wk2wk3wk1wk2wk31998CertifiedResellersCityResellerSMESIISVsBJSHHGZCHDSHYNJFundingManagementMonthSell-thruRebateCoopBJSHHGZAprMayJuneAgendaPresentationFormatResourcesHP’spresentationW/S’sSessionpresentationComputerPrinterTelephoneDataDis

4、kTelesalesLinkage/FollowupSMEAccountCall/ManagementCalendarProductLineTrackingContractMilestoneCheckFundingUtilizationCoverageTrackingSolution/ISVdevelopmentCertificationTempResourcesPerformanceMeasurement/TrackingChannelMarketingPackageApplicationCer

5、tificationAPCICLiteratureTrainingCommunicationToolsHPShopfrontSupportIDCDatabaseHPDatabaseHuiCongDatabaseCBIDatabaseIBMCompaqDatabaseFinalDatabasebycitybyPL,SettgtCity,#resellerProductLine:V-linePCScheduledProgramsCategory:Reseller,SP,SIQualifyfor:Mar

6、AprMayGoldYesYesYesSliverYesYesYesBronzeNoNoNoProductLine:NetServerScheduledProgramsCategory:SolutionProvider,SI,ISVsQualifyfor:MarAprMayGoldYesYesYesSliverYesYesYesBronzeYesYesYesMDM’sProgramPackageISVSOLUTIONSIndustrySolutionBundle,SMEPackofferetc..

7、.OAAccountingInternetEducationHotelExtendedStorageSmallOfficeNetworketc...ABCDEFGCityPartners1234567SHHGZCHDSHY产品生命周期与市场发展市场策略渠道策略市场开发市场教育局部渠道渠道开发定义目标市场区域控制渠道发展龙卷风前的准备开放式渠道提高渠道效率市场拓展大众市场宣传衍生产品市场占有率与厂牌宣传更开放渠道以占领市场渠道优化渠道结构饱和市场停止市场投入产品打包拓展渠道业务诞生期发展期成熟期衰退

8、期市场领先接受者主流保龄球道龙卷风废型高创意高效率如何达到利润目标制定明确的用户市场目标确定合适的渠道需要(种类和数量)选择和发展销售伙伴制定管理政策渠道代理和约报酬模式奖励计划培训及发展商务计划代理和约二级代理认证季度或年度奖金市场合作经费价格及折扣产品或市场促销渠道健康计划渠道开发奖金培训策略性联盟建立企业服务特色经销商满意度调查代理商如何达到供需平衡?如何减少渠道互相恶性竞争?如何安排财务合作?制定产品与利润目标创新的渠道高效的渠道市场占有率利润早期成熟下坡要适应市场与产品的