Manufacturer's Construction Of The Partner Type Marketing Irrigation Channels Of Electrical Home

The partner type marketing channel reflects a kind of thought related tomarketing. The partner type marketing channel requires manufacturers andestablishes a kind of harmonious relation between channel members, form analliance, face the market competition together. Form and look in electricalhome appliances manufacturers' channel, there are distributors, customers;they make up the marketing system of a win-win one. Channel member is itsupports each other to want, cooperate with each other, and make products canvery much smooth in every link when the channel midstream is transferred to,until reaching final consumer.Partner type channel of marketing one system engineering, when thepartner marketing channel at home enterprise, every aspect needing running inenterprises cooperates, could make better result.First, strategically, enterprises will support with a kind of corporateculture, should have a kind of open, win-win corporate culture, and make thechannel development strategy of the partner type.Second, have relatively high expectations for marketing personnel ofenterprises in the partner type marketing irrigation ditch, after making partnerstrategic idea , marketing of channel , it needs to be ready at personnel, feelerwhich the marketing personnel of enterprises in the regional market stretchedout to enterprises, make the principles and policies of enterprises carried out.Personnel can improve through training. The goal that training obeysenterprises to choose the right person, enterprises are under choosing the rightperson the situation with set goal, can apply the brake corresponding trainingdevelopment plan, generally speaking, training of enterprises, can go onthrough the way of the special topic, for example: Marketing policy train,market knowledge train, product knowledge train, the training of the corporateculture, build training of the development outline in channel. Training organizeway can routine training, may adopt way of military training go on too. Toenterprises indenting to found a kind of execution culture, this kind of way tospecially train; it is a kind of good choice too. Electric apparatus sweep acrosswhole marketing system is it right away makes the fine result to train speciallyin Kelon. These market personnel trained have fully carried out policy andstrategy of enterprises when move towards the market, have done enterprise'sspokesman's function well. Third, had qualified market personnel, later, we can implement thestrategic ideas of enterprises through these personnel. In the course ofimplementing, the key one point is: Doing a good job of the market research,the key work of market research is to choose suitable distributor's team, andmake up relation of the partner type with it, build the harmonious channelrelation on the regional market. There are a whole set of scientific methods inthe evaluation in distributor ..We summarize out a distributor's evaluationform , have 14 items of assessment index in practice, as follows, among themDevelop consciousness, serve consciousness, familiar with the degree to one'sown management state and market environment, the logistics fund is managed,personal management, the legal person cooperates , public praise of the sametrade or business , popularity of retail shop , criticizing popularity , guest'sfeeling , transportation of the city , dealing in the strength of the brand(including the fund , transportation , manpower , network ) , dealing in thebrand now. Enterprises accredit the market personnel of the regional market,need to collect the materials, evaluate these projects, and choose to accordwith the cooperative partner of enterprise's demand finally. Fourth, will carry on the careful negotiation with the distributor soonafter confirming the suitable cooperative partner, confirm the concretecooperative way. The cooperative ways of the enterprise and distributor are asfollows, ownership type, the contract type, management type. Every way havedifferent adaptability, get on very well ownership type make close most highdegree up generally, the degree of difficulty operated is minimum, becausedistributor of enterprises and local market, making the investment and settingup the marketing company together, form a interests community, the thinkingof marketing which helps enterprises is carried out, and can avoid somequestions that the market often appear at present, for example flee the questionof the goods. The contract type, it is stronger too that restraint renders aservice. The managing type engagement is lowest. Generally depending onenterprise's influence power to realize, such as the big factory of some famousbrands, there can just be enough cohesiveness, influence the downstreamdistributor's thinking of management. Plan to set up the manufacturer of thepartner type marketing channel , need weighing in these two ways, havealready confirmed the partner type mode of combination of this suitableenterprise. Fifth, we have confirmed the suitable mode of combination, and then theconcrete cooperation. In the cooperative course, it is still the producer that is inleading position, and this text discusses this problem with the angle of theproducer too. The producer needs paying close attention to several questionswhen cooperate with and the distributor in management: 1. The products are managed. A ripe electrical home appliancesmanufacturer should possess the need that the ability to offer whole productscould meet different consumers, could set up partner type commercial networkwith different regions, distributor who covers different levels consumers, thepartner type commercial network material guarantees to have ability toresearch and develop whole products. 2. Promote and manage. It needs to confirm the goal promoted at first topromote management. Does a good job of management of the channel on thepremise of will certainly promote the goaling? Promotion is to retail a veryimportant activity in the activity; the need and distributor cooperate andreceive the good result well. A primary one to make resource of productorganizes tactics in promoting jointly well. Is it need support of producer topromote, it is effective and common way for gift not to promote among them,the gift is generally offered by the producer, when allot the supplies , shoulddo a good job of careful organization, in order to avoid wasting. 3. Market management. Market management is mainly passed andmanaged. Building a kind of healthy market environment, there are tworespects mainly: Price stability and market order. The price is often linked towith the market order. Must accuse of keeping the stability of the priceseverely. Effective partnership relation, the ones that can avoid the price areconfused, the key lies in how the quality of the partner type network is. 4. The distributor manages. The distributor is a cooperative partner of thisenterprise, must do well and manage, to the distributor, do a good job of...