Channel construction and management of security companies （二）

 

 

From the Chinese security market development in the region, due to late start domestic security products, technology and quality requirement is not mature, because

The security company is mainly engaged in sales and management in Chinese market, security product sales in foreign markets companies are few, mainly concentrated in the less

Large enterprises in the industry. This indicates that China's security companies also need to improve the technological content of products, to strengthen brand awareness, actively expand overseas

Sales channels, so as to get the advantage in the future marketing competition; on the other hand, foreign companies will also strengthen the China market sales offensive,

Some have the strength enterprise security will also enter the China market, will have a certain impact on Chinese firms. Therefore, regulating the market channel rules, improve enterprise

Industry channel management, become the key to the security of enterprise development. At present the domestic security companies between co-ordinate the overall difference, not propaganda, customers and suppliers

Contact less, resulting in disjointed, information communication of delivery cycle is long, high prices, the purchase process, complicated procedures, therefore it is necessary to standardize the camp

Sales channel construction, strengthen the entire channel control and management, prevent channel disorder makes enterprises in trouble. This requires enterprises to understand the canal fundamentally

Channel business and enterprise cooperation reason, to strengthen self construction, active for the channel operators provide related support, in order to increase the channel for enterprises to rely on

, to better control channel, can help enterprises to open up the market.

Therefore, the enterprise must do the following: first, the manufacturers have their own brand image. Most rely on big brand sales channels of Commerce, do not

Only the channels to save promotion cost, but also can obtain larger profit on sales.

Second, manufacturers can provide higher than similar products on the market profit. All the channels are "seek nothing but profits", favorable to, no profit is scattered.

Under the same conditions, the maximum who provided the product profit, the channel will be the main push products.

Third, firms should be able to provide good after sale service and technical support. If you can not guarantee to support customer service and daily technology, the channel would cost enormous

Investment to develop their own professional talent, if manufacturers support is not in place, and the channel itself has no strength to resolve customer service problems, so on their own

The company image and two sales will cause great influence. This requires manufacturers to increase investment in the brand construction, cost control, after sale service, in order to protect

Viscosity relationship between card channel operators and manufacturers.

Therefore, if enterprises want to better control the channel, not only to pay attention to their own development, but also from the needs of the premise, as far as possible in a win-win or win-win

To meet the requirements of channels, marketing strategy, actively cooperate with the channels, the game between manufacturers and distributors of security into strategic cooperation. This

Like the enterprise can easily rationalize channels of circulation, the end user will be very accurate and timely information feedback. Because both the direct,

Exclusive agency, or more dealers in an area, if demand for the end user market has enough control, and to take timely project reporting system

Degree, will not let the market price confusion, leading to channel disorder.

The channel management implementation steps and matters needing attention can be divided into the sales price management, sales management, the ban on sales customer management, inventory management, sales letter

The management of information and the distribution limitation management.

Sales price control: to different price regulation for group customers different, all partners in our channels on the chain can not be in violation of the price of raw Then.
 
Regional sales management: according to the existing mature sales regional management, the only way to make the channel resources to maximize. We in the management of Qu Daoshang

At the same time also expect to channel more resources, such as manpower, material resources, financial resources and warehouse can provide support for manufacturers.

The ban on sales account management: because of the special security products of its own decision in the channel construction in general is not easy to more than two agents, and the right paddle

Points should be clear, such as the requirements of the two level distributors only selling directly to end users, not distributed to other intermediaries.

Inventory management: the channel of cash to buy the products pressure can not flow, in the warehouse therefore, manufacturers should try to give support, help the replacement or give in

Price concessions.

Sales information management: after obtaining a good relationship of cooperation with manufacturers and distributors, channel business a lot of resources can be used for manufacturers to use, such as production

The flow of goods information, competitor information.

Delivery time management: when the market is out of stock, the distributor, two distributors timely according to the manufacturer's requirements for distribution, this relationship

The channel the executive ability.

The channel management basically understood as the above six aspects. However, if you can get the enterprise and channel business management decision-making thought highly of the recognition and support,

And clearly recognizes the importance of channel construction and management for the Future Ltd development, will be to promote the whole channel construction and management play. In addition

For brand products, channel construction management, work must have steps in a planned, step by step, and make the link between a

Design sequence of cohesion and the measures of key points.

Channel planning and construction of "brand effect"

We first give a case, Caterpillar and Komatsu (China) for machinery industry leading companies, they have different points in the China Market

Marketing channels and strategic positioning.

Caterpillar is the manufacture of the products sold directly to four dealers, distributors in the sales area sole agent in the sale directly to the user. And Komatsu (Chinese

) distribution channel has two levels: the first is the Komatsu (China) has set up offices in the region, they have on their local sales, a

Level design is due to suspected distributors sales ability, technical level, quality of service. Secondly, many Sumitomo trading, they buy from Komatsu (Chinese)

Broken products, re sold to distributors, increase the direct cause of the level of channel members is because distributors small scale and strength, so that distributors from

The company has Sumitomo Komatsu (China) products, but deferred payment to Sumitomo trading company. However, loose channel relationship and in their respective interests. Some points

Pin chamber of commerce use of funds in the payment process time difference for other financial transactions, to earn high returns. This channel model has not only to return payment

The financial risk, but also makes Komatsu (China) business manager and Sumitomo trading and other distributors may appear between power grab single, at the same time Sumitomo business

Between the agents and distributors will also appear to conflict of interest, let the whole channel is fraught with risks.

Why is the same Multi-National Corporation in the same market environment are adopting different channel mode? In this case the greatest impact for two enterprises channel planning

In that goal is different: Caterpillar adhere to the pursuit of corporate profits and investment returns, and Komatsu (Chinese) continue to expand market share for the enterprise management

Target. Therefore, Caterpillar choice is the exclusive distribution, distribution and direct sales Komatsu selection and combination, the different channel models lead to different points

Distributor selection. Enterprises in the selection of the proper channel to establish the mechanism of channel management is good, and can well control the channels of circulation

, promoting the common development of enterprises and distributors. In the channel construction, enterprise "brand effect" throughout, this effect does not only refer to production enterprises

Industry brand, and the channel in the channel in the process of brand building, channel participants taking personal branding is "integral brand effect"

Part.

How to establish and maintain the circulation in the process of "brand effect"? This requires manufacturers, distributors and the whole channel participants have to

Construction and application of the active support of the brand.

Security production enterprises as the core part of the brand effect, the brand has a direct relationship to the whole quality of the circulation channel. This requires enterprises

The body must first practicing internal strength, also is the enterprise product itself must be excellent, and close to the market demand; at the same time, enterprises should also increase investment in soft power,

If the company's honor, advertising propaganda, product appearance design; in addition, continuously for diagnosis and correction to the brand building, make scientific decision

Policy.

Also play an important role in the channel as "brand effect". Channel brand building is mainly reflected in the strength of the company, including capital and people

Member strength; secondly, the channel to the end user customer service maintenance and technical support, will directly affect the channel's reputation, will also indirectly affect the security and health

Production enterprises in the industry reputation.

Channel participants as the channel layer, and puts forward some requirements for everyone, only in accordance with the channel construction each link specification to implementation,

At the same time participants to continuously improve business and occupation accomplishment, will let each link to contact staff have a high evaluation of the product brand, will make the

Enterprise products in the market feel just like a fish in water. "The channel results in the world", in the current market environment, to ensure the smooth construction of channels, in

The competition will remain invincible.