Marketing network is the key to life and death decision of enterprises, enterprises of all products by the flow of consumer marketing network. For the pre-eminent companies, network marketing is more important than the brand, not having a brand marketing network, products are not into the hands of consumers, brands can be worthless; but marketing network, non-brand enterprises, the world's abound. The formation of the marketing network of enterprises is essential.



  First, access to marketing networks

Marketing network is constituted by the establishment of marketing channels, so to set up marketing network for marketing channels first, for the marketing channels in two ways:

1, for peer-existing marketing channels

(1) the choice of marketing channel members

Choice of channel members should have a certain standard: if the scale of operation and management level of acceptance of new things, the spirit of cooperation, the level of service to customers, the number of its downstream customers, as well as development potential.

Scale of operation is to choose the channels to be careful consideration of factors, scale of operation too much, too much more than the strength of enterprises, enterprises difficult to control it, not to mention the transformation of it. Enterprises should choose to do to adapt to the channel it can only be hamstrung by it, therefore, the cost is huge, with its cooperation, while sales of big, but very little profit, if not will be a loss of control. My service is with the B & Q business, Wal-Mart cooperation, each year a large contribution to the sales, but on the whole is算下来loss of business income is the largest market share improved to enhance the brand, and beat the pressure competitors. But I think that this will not last long, as long as superior to competitors willing to provide the conditions for our business, these stores will choose to work with them immediately. According to the survey, cooperation between domestic and 80% of the supermarket business loss, only 20% of the companies to profit. Therefore, as Gree, Midea, Haier and other enterprises have to develop their own store, or try to avoid the country the United States, Suning chain predators, etc., in order to better purpose for them to have control. Choose to operate small-scale enterprises, as a result of lack of financial strength, marketing is often very slow, it is difficult to meet the needs of enterprise development. It is best to choose the strength is slightly less than the enterprise itself, but not too small.

The level of the operation and management of channel members is whether there is potential for development of the key, but this point-to-business members in the selection of channels, it is necessary to consider the holidays as follows: First, if a member of the management level of the channels is very low, as long as the acceptance of new things, and enterprises can their guidance, through training to upgrade its operating level; two members of the operating channels of the low level of acceptance of new things but the poor, not their training, members of such a channel can not be selected.

Acceptance of new things is in the choice of channels to be considered one of the key factors, the low acceptance of new things, the business concept, marketing strategy, culture, style, etc. it is difficult to instill this kind of channels it will be very difficult to and enterprises with good, it is difficult to achieve the two parts of a whole, the two sides is not the long-term development potential. However, acceptance of new things on a high degree of business for the channels not the case, regardless of how their education, it has the ability to tell who it considers favorable, and it can accept. If the rhetoric can be smart business, and the purpose of concealment, and it can accept the transformation of enterprises.

Spirit of cooperation is a trained, very few channels and the spirit of cooperation are high, unless its capacity is very low. All the channels the spirit of cooperation of members of the high development capacity will be very low, so that members choose the channels it is also expedient, last resort, when the enterprise has developed to a certain extent, it will hinder the development of enterprises, enterprises will also To clear out of their. In turn, the development of the capacity of the channel members of a high spirit of cooperation is not high, because the existence of cooperation in the interests of both the differences, often in order to protect business interests and demands of their own channels to compromise, but rather the capacity of high-channel members do not want to. So the spirit of cooperation rather than elected, but by businesses to develop out of their own.

The level of customer service depends on the level of corporate management, operation and management of high level, the level of service to customers on the high contrast is very low.

The lower reaches of the number of customers depends on the size of channel members, the number of downstream customers and channels are often in direct proportion to the scale.

(2) channels for the members of the motives

Channel members will choose to cooperate with enterprises, it depends on businesses to the extent of benefits. Channel members as a result of the operation would have a variety of similar products, its own development strategy for the future long-term planning, for a variety of brands with their own short-term gains and long-term benefits to the repeated calculation, the final conclusion, of the opponent had the right to re-brand portfolio. At this time I have for channel members, the Chamber of Commerce told the channel to it a great deal of long-term gains, it often will not easily believe that the cooperation has not had to say to both sides do not yet know the circumstances. Therefore, we can only be a very high short-term gains in order to attract it.

Therefore, the calculation of short-term interests is particularly important. Short-term profits: short-term profits brokers calculate the difference of the size of the main considerations, and enterprises the ability to maintain the market price. The size of the main post by the manufacturer to develop, but several factors should be determined as follows: A, competitor's price: in general can not be lower than the competitor's price. B, possible sales: sales that may have affected the sales of competitive products, and the advantages and disadvantages compared to competing products, including product, price, promotion, distribution, and brokers understand the product sales in other areas, brokers the sale of the product of confidence and other factors. Sales potential, and its spread can be as small as. Manufacturers to determine a reasonable price.

When the enterprise can be a very good channels will be able to bring to the calculation of short-term benefits to the business channels and more than it currently in the hands of co-operation of any brand, channel operators often try to adopt the mentality to try.

2, self-enterprise sales channels

Enterprise sales channels built way, often using their own store brand, or store brands to join. Of course, in this way for a more satisfactory way to form channels. However, enterprises should pay attention to three issues: First, the size of the business strength of a large, have sufficient financial strength and strong risk-bearing capacity, if unsuccessful on its own would not have a lot of injuries; Second is the brand has been relatively strong, able to attract others to open stores; Third, the existing channels in the market can see their products, which will help promote the success of the opening of stores quickly.

Second, marketing, network maintenance

When channel members try to enterprises because it can really give a very high short-term profits, and the choice of cooperation with enterprises, enterprises should do a good job at this time members of the maintenance of channels, channels in order to further strengthen confidence in the choice of providers, transformation for the next step to pave the way channels.

Members of marketing channels for the maintenance of customer relationship management primarily used to carry out the principle. Business-to-channel customers a comprehensive relationship management, the main contents of the corresponding market management, sales management, service management, customer care, decision analysis, sales opportunity to dig, partners, management, competition management, product management and staff management.

Relationship Management In addition to the above, but also on the client's business process management, including: business, business tracking, operational control and operational evaluation of the implementation of business and so on. Business process management is the realization of marketing, sales, services, work together to ensure that the business goals of an effective means to reach.

Customer relationship management is the core of customer value management - customer resource is the core of the most important resources. Customer relationship management is the core of customer value management. Established it will be divided into the value of customer value, potential value and the value model. Through personalized to meet customer needs, enhance customer loyalty and retention, to achieve shorter sales cycle and reduce sales costs and increase revenue, expand markets and thereby enhance profitability and competitiveness.

Enterprises through a comprehensive customer relationship management, business and channel members to shorten the distance between the channel members to strengthen trust in the enterprise, greater emphasis on the improvement of the channel members of the cooperative spirit.

Third, the transformation of marketing network

Although enterprises have already set up a marketing network, but this network of businesses too much power constraints, enterprises often have to adapt to the pressure of the network change their tactics, so the profitability of enterprises is very low, so to say that such a network is not suitable for enterprise发展. If we do not transform the marketing network will become a calf pull carts, pull the end there is a time when fixed. Marketing due to network problems caused by business failures, many examples, see, for example, air-conditioning are examples fly song.

Therefore, the transformation of the marketing network is imperative. But what is the transformation of marketing network it? The so-called transformation of the marketing network is all kinds of enterprises management, marketing strategy to educate members of the network channels and to let their thinking in accordance with the operation of enterprises in the market, so that the channels are on two parts of a business to business network is relatively stable, it will reduce operating costs, business will play a marginal benefit.

1, the transformation of marketing network cause

Channels are willing to accept the transformation of business is to look at the key channels for enterprises to bring the long-term benefits and risks.

The current short-term interests can join channels, but the channel decided not to allow the full co-operation with enterprises. Channels to the manufacturer should also consider the future development of the situation, that is, if their own channels for the manufacturer members of the size of the expected profits. If the channels are that there will be a big profit and high sales, it will plunge into the full co-operation with manufacturers in the past.

Is built on long-term interests of the manufacturer's operation and management level, product or other products in other markets in the profitability of broker support and preferential policies, the credibility and character of its business representatives, business development based on the prospects. Of course, the size of the expected profit with the channel's own conditions.

Going to reduce the risk. The risk is two-fold risk: on the one hand, market risk, on the one hand, policy makers risk and reputational risk. Market risk refers to the profitability of the product and whether the existence of products to downstream customers or consumers at the time of obstruction. The risk of the manufacturer's policy refers to policy makers to promote the distribution of the design helps to reduce the market risk, such as how to deal with such samples. What if the promised replacement can be adjusted, it will undoubtedly reduce the risk of the customer. Risk the credibility of the manufacturer means the manufacturer of the broker's policy can be fulfilled. Market risk is not available from a single decision maker, and manufacturer's reputation risk and policy risk is determined by its own.

Ultimately, whether or not to accept the channels to the transformation of business is to look at the long-term interest + risk, if the enterprise to the channel's long-term interests of a great feeling, so that channel operators and enterprises that the risk is very low, let it rest assured that it will accept the transformation of enterprises, On the contrary it will not accept the transformation of enterprises.

2, how to set the transformation of the marketing channels

(1) the purpose of concealment

Channels and the relationship between enterprises is a strategic alliance is like when the three countries, "Sun Liu relations", when the two sides share the same objectives and associated benefits, the two sides will work closely together. Inconsistent if the target of interest has nothing to do, both parties will "want to hear the Voice of鸡犬, old age and death claim does not come often." If both objectives are inconsistent, contrary to the interests will be internal. Channels for enterprises to get business to accept their ideas and achieve their own ends, it is necessary to let the enterprises in the program design is particularly hidden purpose, it is difficult to see that manufacturers channel purposes. Operation of the market for the implementation of programs, that is to safeguard the interests of channels, that is, in order to safeguard their own long-term interests of enterprises, so that the interests of the short two years, while three to five years long.

(2) to exert an imperceptible influence

On the channel's transformation is important to nurture so that channel operators can not feel can be achieved. People have the ability to distinguish, when you let him feel that you can change his thinking, he would be prepared immediately, so that you put forward, he will not accept a little bit. So silent Huizi lubricant, so that he unknowingly accepted your point of view. So, you have to constantly put to him by his course of business problems, which if not resolved, what would be his loss, so that after the show you set of your own programs, precisely this program long-term benefit to their business development.

(3) continuous

Transformation of a person's thinking is not one or two days, at least several years, as much as life can not be changed. Therefore, enterprises need to continuously educate, not to carry out all the time. Said today that the remarkable results, come back tomorrow, and tomorrow does not effect the day after tomorrow to continue, only this cycle on a regular basis can be ineffective. Sometimes, just to say go listen to, but turned around and changed, then also start all over again, only in this way the influence of constant and continuous to provide him with such a voice environment, can influence him to allow him to change.

(4) channels are attractive incentives to

Channels to allow enterprises to change the "office", in addition to the channels to provide long-term development vision and the operation of thinking, the more important is to give channels to provide generous incentives, such channels have received more tangible benefits in the future, will be worry-free to accept the transformation of enterprises. Channels to provide incentives, including: the authority of the time the brand, advertising support, rebate support, after-sales service support, sales support materials to deal with poor sales support, the cost of claims to support a variety of sales and so on.

(5) inventory control and marketing programs to control

Many brokers operate a brand product, and its capital investment to a level of manufacturer products, reflecting its importance to the manufacturers and the degree of enthusiasm. And reflect the size of capital investment is an important indicator of the size of inventory, increased its inventory, it will encourage them to put more resources into the manufacturer's products, while the results of doing so on the one hand, to expand sales of its other withdraw from the area increased its sales channels, or to join competitors of sales channels barriers. And the number of stocks with promotions, sales season, intermediaries such as factors related to inventory costs. Greater efforts in promotions, marketing season, low-cost stock brokers will encourage them to expand inventory, promotion program which is the main strength of the size. Greater efforts in promotions, sales brokers active high, it will enable a faster flow of goods, in the new role of marketing programs, the increase will make it more of its inventory, so that cycle, it will enable the stock brokers more to the greater.

(6) found that not immediately clear

For many channels, while companies spent a lot of energy to its transformation, it is still difficult to meet the requirements of enterprises. For this channel, enterprises should be removed from the corporate marketing network systems, such as not timely removed, it will also affect other members of the system. I am now out of service channels such as, the infidelity of its own enterprises, but also to persuade members of other channels and do it the same as the whole a great influence on the marketing network system, we immediately removed it, the whole system at once in a benign development. Enterprise to its own network to optimize the processing and inspection, if a channel is contrary to the development of enterprises, the adjustment immediately, so that enterprises will traveling light, continuing the eternal.