Channel construction and management of security companies （一）

One of the most important enterprise resources - marketing channels, a direct impact on the enterprise marketing performance and operating stability, thus affecting the enterprise lasting competitive advantage
Establish and maintain.
In the current market environment, simply relying on advanced technology and innovation to maintain the competitiveness of enterprises in market has become more and more difficult, but the marketing channel system
Development to create resources for the manufacturers have to make up for the role, so enterprises pay more and more attention to the status and role of marketing channels in the marketing work, and will
Construction and management of marketing channels from the policy level up to the marketing strategy to realize, the channel operation ability as the most important marketing ability.
As one of the most important resource of enterprise marketing channels, a direct impact on the enterprise marketing performance and operating stability, thereby affecting the competitive advantage of enterprises
Establish and maintain. However, the current channel construction enterprise security is still not perfect, not system, if you want to in the future market competition can not long standing
But be imperative, channel construction.
The role of enterprise security channel construction
Security industry related products compared to conventional fast consumer goods, products for civilian use, highly professional, the number of buyers, buy less, buy large quantity
The characteristics of large amount, buy low frequency and the need for more strong technical support and service etc.. The marketing channel mode selection mainly has the following several points
Features: channel to flat, channel level short and direct sales and distribution mode combination. Because the majority of security in China production enterprises in the capital, brand,
Human resources and other aspects of the advantage is not prominent, so most will choose to "channel the distribution agent" sales model, namely distribution pattern.
In the entire sales process, channels play a major role in the following points:
Transfer of ownership. The original factory direct sales to end users of the product, the channel now over;
Bridge. Communication manufacturers and end users will directly affect the quality of service quality to customer service and product brand image, and distributors in the process
To play a key role;
Information platform. Manufacturers should rely on distributors to market new products, and feedback competitor information can be obtained from the channel;
Transaction ordering platform. Channel members to producers have reverse communication behavior, purchase intention;
To solve the business relationship. Because the channel business widely in the local network resources, can make full use of their own advantages to gain market power business standard;
Financing platform. The channel member collection and allocation of funds, including the expenses necessary to pay channels, channel construction, operation,: pay wages
Channel members, between loan transfer, consumer credit implementation etc..
How to carry out cooperation with distributors
The direct model mainly rely on the strength of their own, while the distribution mainly rely on enterprise authorized agent market development ability. At present, the main production enterprise security
Take the "channel distribution agent" mode, so, the channel agent distribution model oriented enterprises choose to agents, distributors to the survival of enterprises
Crucial. Manufacturers in the choice of agents, distributors, not only look at the size of the company, and the most important is to see whether it is suitable for the public
Positioning and development division, which is also important. The manufacturers of the agents of choice is mainly through the industry information, exhibition, industry etc.
In the enterprise, brand influence is not big, many enterprises will be subjectively think to find local big and strong dealer agent products, quickly
Speed the company's products to the local market, so as to occupy a certain market share in the local market. However, because is the biggest, strongest agent
Business, most manufacturers are willing to put their products by the company, which will cause the "for" than "seeking" situation, even the most
The end just lucky to win, it will only occupies a position of tiny in many brands, but also lead to low profit products. Because, distribution
Agents of the brand is numerous, so dealers can only be part of the energy used in our products, even as they may only have a product line up
Charge, so our products and how to quickly open the market in the local? So, enterprises in the selection of the local distributor, first of all, should further
To understand the potential partners sales system, to understand its other products brand agents and market positioning, determine their own product could as a partner
Additional, product positioning positioning partners and our products are consistent, make sure our products in the local market promotion and market demand
No consistent, only after a thorough research and analysis, can choose the best channel, it may bring their products into the market. Secondly, with the
Channel communication fully understanding, while you know enough, there will be further exchanges and cooperation; third, to establish mutual trust
The relationship between the channel business, understood as a part of the enterprise's internal clients or team marketing. Only high more interdependence and cooperation, will become
More in-depth, stable, durable.