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A.\u4ee5\u63d0\u5347\u6574\u4f53\u9500\u91cf\u4e3a\u76ee\u7684        
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2.\u786e\u5b9a\u4f18\u80dc\u8005\u5956\u8d4f\uff1aA.\u5956\u54c1  B. \u73b0\u91d1  C. \u8d60\u5238  D. \u5546\u54c1  E. \u65c5\u6e38<\/P>\r\n

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智慧365> 市场营销> 渠道销售>经销商管理



                        1、经销商管理方法如何选择自己的经销商?


                        2、经销商管理方法返利政策怎么进行?

                        3、经销商管理方法如何制定对经销商促销政策



经销商管理方法和技巧收益



                       1、经销商管理技巧帮你设计产品销售渠道,精准选择合适的经销商

                       2、经销商管理技巧通过返利等举措,最大限额的调动经销商积极性

                       3、经销商管理技巧维护经销商宗成渡,防止经销商串货



经销商管理方法和技巧概括


厂家如何选择产品的销售渠道?


销售渠道设计考虑的因素很多,从产品因素、消费因素、市场因素


和企业因素进行分析,确定渠道选择的原则


经销商管理方法和技巧


经销商管理:返利是把双刃剑

经销商管理:经销商促销存在的主要问题

经销商管理:不同产品的促销方法

经销商管理:经销商窜货


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    厂家如何选择产品的销售渠道
    一销售渠道结构:对于销售渠道的结构的分类有多种方法。目的主要有直接渠道与间接渠道,长渠道与短渠道,宽渠道与窄渠道,单渠道与多渠道等
    1直接渠道与间接渠道
    直接渠道是指生产企业不通过中间商,直接将产品销售给消费者,直接渠道是工业品分销的主要渠道,这些工业品包括大型设备,专业工具和技术复杂需要提供专门服务的产品等。消费品种有部分也采用直接销售的方式,如鲜活商品等
    间接渠道是指生产企业通过中间商,间接将产品销售给消费者,间接渠道是消费品分销的主要渠道,顾客需求因素对决定厂家是采用直接渠道还是间接渠道销售会产生巨大的影响。顾客需求对销售渠道结构的影响:了解产品信息(直接销售条件高,间接条件低)定做产品(直接高,间接低)质量保证(高,低)订货量(大,小)产品型号齐全(强烈。不)长期稳定供货(强烈,不)售后服务(强烈,不)后勤服务(复杂,简单)长渠道优点:市场覆盖大,减轻厂商费用,管理和风险压力,缺点:厂家对渠道的控制力弱,厂家对经销商的协调的工作量加大,同时,用户服务水平决定中间商服务的差异化影响,也会因经销商的忠诚度不够,造成厂家市场发展与控制的被动。短渠道:厂家的渠道和终端的控制力强,市场管理与控制的基础好。缺点:厂家承担大部分的渠道功能费用,市场投入资源和费用较大,同时,厂家市场覆盖面相对较弱,风险也较大。
    宽渠道:优点:同一层面的经济商数量多,市场覆盖密度较高,市场销售力量较大,中间商之间的竞争度高。缺点:区域中间商的矛盾冲突较大,市场管理力度较大。
    窄渠道,优点:厂家与中间商关系比较密切,合作程度较好。缺点:厂家容易被中间商左右,中间商有可能过分依赖厂家,市场覆盖密度相对较弱。
    渠道设计考虑的各种因素:考虑因素:1产品因素:项目:1时间性,原则:强时渠道短,以免过期。2.易毁易腐,原则:容易时渠道短。3.技术复杂程度,高时渠道短4.商品季节性原则强时渠道短,以便迅速分销。5.热卖程度,高时渠道长。二:消费者因素:1.售前售后服务,原则;要求高时渠道短2.每次购买数量,原则大时渠道短。三:1市场区域范围原则小时渠道短。2.产品市场容量,原则大时渠道短,3.顾客集中程度,原则高时渠道短。三:企业因素:1.企业成立时间,原则:成立初期渠道长。2.人财物等企业实力原则:强时渠道短。3.管理能力,原则:强时渠道短。4.控制渠道的愿望原则:强时渠道短。
    二:厂家如何制定经销商的返利政策
    一返利概念:返利的定义:是指在经销商在一定市场,一定时间范围内达到指定销售额的基础上给予多少百分点的奖励,常常以现金或货物的形式给予兑现。
    返利对生产厂家来说,是希望最大限度地刺激经销商销售(激励和控制是返利的功能。根据市场情况制定返利。目的:1.以提升销量为目的(主要的目的)2.完善市场目标占有率3.回款为目的快慢4.单次提货量为目的.5.品牌推广为目的(广告补贴)6.以阶段性目标为目的
    返利总类:1.兑现时间(月返利,月度完成,月返利,提升积极性,能够很好掌控淡旺季,操作灵活)不利因素:对财务要求多。诱惑性不够,大起大落,不能真实反映销售。
    季返利:每个季度。年返利:根据年销售。量大,增强信心。缺点:很难坚持。及时返利:根据提货量,现场给予。
    2.兑现形式:明返利在某个时间内给予。暗返利。
    3.通过奖励目的:铺市的陈列奖。渠道维护奖,价格信誉奖,合理库存奖。竞争协作奖,4.按返利的内容:1.产品返利包括主销产品,铺货产品,新产品不同的产品系列返利.慢高于快,低高于高。2.物流配送费用返利3.终端销售补贴4.人员,5地区差别补偿6.经销商团队的福利7.专销或专营。
    兑现返利的形式:现金,产品(适合,目前畅销),折扣。
    厂家如何激励经销商:厂家管理经销商最基本最重要的方面就是激励经销商一:激励经销商包括三个基本方面:1.发现经销商的需求与问题及方法A对经销商进行研究B由外部机构进行研究,为了获取完全客观的关于经销商需求与问题的信息。由不属于渠道成员的第三方设计并进行研究有时候非常必要。C厂家与经销商关系调查。采用厂家与经销商关系调查的主要目的是收集这样一些信息。以下方面的需求与问题信息a定价策略b产品的范围及特性c新产品及其采取促销方式的市场开放情况d服务策略和程序,如票据,订货,转运,仓储及其他,E销售人员的表现
    D经销商质问委员会,另一种了解经销商需求与问问题的有效方法是设立经销商委员会。
    2为经销商提供支持:厂家提供经销商常用合作方案:1合作广告津贴2.为各种仓储功能所支付的津贴。3.为橱窗展示,成列空间和产品安装支付费用4.提供库存服务5.免费商品6.店内和橱窗展示材料7.实地调研工作8.自动记录系统9.零售商城批发商各门店的营运成本10.特别周年纪念日的捐赠11.买主们参观展示室时的奖品12.培训经销商人员13.折商品成本或改进费用14.各种促销津贴15.独家经销的特殊津贴16.支付经销商人员的特殊工资17.库存价格的调整18.制造商广告中对商店,分销商及经销商的提及
    3.确保厂家的领导权
    即使厂家开发了一个极其优秀的了解经销商需求与问题的系统,同时采用各种方式对经销商支持,也还必须不断通过有效的领导实施控制,为经销商提供激励。为使激励项目能够有效进行,厂家必须保证在任何时候都具有领导权,但为了行使这样的领导权,厂家必须处理好营销渠道所持有的一些挑战,这些挑战包括以下几个方面A很多渠道系统中组织的松散性B经销商厌恶集中管理C缺乏唯一的所有权D上下级关系没有明确的界限。
    二:经销商销售竞赛
    短期的销售竞赛,获胜给予的奖励和认可提供直接的动力、只有以独特的奖品而不是金钱的方式给予.来自家庭,胜利。(好处:激情,凝聚力,增加经销商团队合作意识,有助达成销售目标)第一步:确定销售竞赛目标(静止销售期间集中兜售以损害赛前赛后的销售额,存货过多,窜货,低价销售。A设定经销商竞赛目标
    竞赛目标1.增加销售人额.奖励方法a奖励经销额比过去时期增加的经销商b附带奖品的两份定额c表现最好的经销商最高2.增加淡季销售额方法:a在淡季达到给予奖励。3.促进滞销品的销售4.全品相5.销售新产品6.提高单位销售量7.刺激获得更多的订单8.提高销售订单a达到要求的拜访和产品演示定额者获奖b完成拜访最多C达成另一定额者获附加将9.增加客户(分销网点)a达到新客户可获奖励b增加客户最多c为每个客户设定分销10获得潜在客户a为每一个新增的潜在客户设定奖励直,附加分值11.激活没有联系的客户A对重新激活最多老客户的经销商给予奖励B对于以前没有联系的客户中产生最大销售量的给予奖励12.使用户转向你的品牌13.增加展示或拜访14.鼓励经销商配合15.强化培训
    三激励经销商常用的方法:30种:1.比其他厂家支付更高的产品成列费2.向经销商提供比竞争更高返利3.给优秀更高利润4.建立仿窜货,5.提供广告和促销支持6.提供津贴7.特别交易和贸易活动8.合作性广告宣传9.使用特定销售人员支持销售活动10发展平衡方法推动及抑制促销政策11.为制定合理的销售计划12.强调双方投入13.制定特定的执照和特权协议来巩固与经销商的关系14.使用约束协定来限制经销商出售竞争对手的产品15.提供有保障的销售区域16.提供高质量,创新,有特色的产品17.强调产品的保质期18.确保销售和回报19.提供培训20.提供经济援助21.提供管理协助与培训22.提供快速送货支持23.提供网上订货24.提供技术援助与支持25.提供其目标市场的调查26.制定优秀经销商培养计划27.建立经销商协会,提供更多有关渠道决策信息28.开展有吸引力的竞赛活动29.展示厂家愿景规划30.与经销商共同开发产品.(领导权很重要)
    四:厂家如何制定经销商的促销政策
    一:经销商促销特点1.经销商促销存在的主要问题(1)经销商享受了促销折扣,他却不能把价格消减完全传递给消费者(2)频繁的促销费用增加了产品推广费用,降低厂家利润。(3)导致厂家进入促销怪圈,大促销大销量。(4)如果有窜货,促销也不能使经销商获益5经销商的促销往往导致市场价格降低
    2.经销商促销的论点(1)频繁的经销商促销不会助长经销商提水平的支持2,战路性3,厂家在实施重大需要方案前必须仔细研究各渠道成员的需求4促销后的调研可以评价渠道环节5.与厂家有冲突
    2.辅助产品促销方法:辅助产品由于其产品的拉动力不大,也不是企业销售的主要来源,对于促销:A大力度:7择,买一送一,高价值赠品B少量。C高密度(对同一种产品进行促销)D全方位(经销商,批发商,零售商,消费者)
    3.新产品促销方法:主销产品A派发样品,提高试用率B对经销商提供额外返利
    4.淘汰产品的促销方法:限量销售,特价销售
    五厂家如何管理经销商窜货
    窜货的概念:不在合同内储存流通销售(一)形式:直接和间接(二)性质:恶性(为了利润)降价,良性(可以的)流动性强,自然(无意)原因和诱因的利益:1销售计划,用窜货来完成。2返利,恶意窜货3.种类不同4.大户的政策5.铺底6.公司销售人员.
    二:预防窜货:建立窜货识别体系。可分为数字,颜色,规格。文图区
    三:成立稽查.建立处罚标准,要签订应该一个市场次序管理公约
    年会:主要内容,设计,培训,合作。沟通为主题。经销商年会主题:1.年度总结及表彰2.签订下年经销商合同3.宣布新的经销商管理政策4.宣传厂家新的发展举措,如广告计划,新厂房建设,合作计划.
    欢迎词主要内容:1欢迎大家与会2.公司上年工作总结3.公司目前面临问题4.公司未来工作重心5.公司将来发展蓝图
    2.销售工作回顾是年会最为常规的内容主要包括:1.本年度公司大事2.销售计划完成情况总结3.市场情况总结,促销,广告,激励政策,市场管理4.公司所获得的荣誉
    处理投诉:原则:1.先处理人再处理事2.限时答复3.从倾听开始4.认同经销商感受

    5.一定要表示愿意提供帮助6.要确实解决问题
    产品质量投诉:收回来。看上司处理,影响减低
    2.窜货投诉:收购证明3处理延迟送货6.对业务员投诉7.处理垫付费用投诉
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  • 李鹏

    李鹏

    一、厂家如何让选择产品销售渠道
    什么产品选择什么渠道是管理经销商的第一步:
    销售渠道的结构:
    直接渠道与间接渠道,长渠道与短渠道,宽渠道与窄渠道,单渠道与多渠道
    顾客需求因素对决定厂家采用直接渠道还是间接渠道销售会产生巨大的影响。
    二、顾客需求对销售渠道结构的影响
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  • 张杰

    张杰

    渠道
    渠道设计

    返利
    返利的种类和内容
    0

讲师简介

对于营销的特别的热爱,大学毕业后次年即开始创业,曾两度白手起家,经商至今,自身已颇具实力,厚积薄发,源于对营销特有的悟性和爱好,特别想将自己的思路和体会与更多的企业分享,也更期待自己的思路和灵感能有机会给更多的企业创造更大的价值,因此本人非常愿意带着思路参与企业的实战。

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