扁平化是企业销售渠道创新之路

随着经济的全球化和国际大市场的逐步形成,得渠道者得天下的观念早已为大多数人所接受,可是随着传统销售渠道的拓展,供应链变得越来越长,企业的利润也被他们层层剥分。因此,在这个买方市场的经济环境中,竞争越来越激烈的微利时代里,企业不仅应通过销售渠道扁平化来夺回批发商和零售商剥走的部分利润,也必须通过实现渠道扁平化来加强对目标市场的了解和控制。笔者从为什么说渠道扁平化是渠道发展的大趋势,企业实现渠道扁平化所要面对的问题以及成功企业的经验这三方面来探讨渠道扁平化的问题。

Hierarchical System is an Innovation Way of Enterprise Marketing Channel

With the economy globalization and the formation of international markets, the idea that one gaining the channel gets the world has been accepted by most people. But with the expansion of traditional marketing channels, the supply chain has been much longer and the profits are divided. In the economic environment of buyers' market, enterprises should imploy hierarchical system to recapture the profits taken away by the sellers and the retailers and to strengthen the understanding and control of the target market. The hierarchical system is discussed from three aspects: why the hierarchical system is the developing trend of marketing, problems to be solved and the successful experience of some enterprises.