简单说,控货是在既不降低销量的情况下,又能提升渠道利润,而稳定的渠道利润,是企业开展其它营销工作的前提。相信多数企业都在制订2017年的工作目标和方案。这个问题我也思考过一段时间,我的结论是:2017年销售工作的第一要务是控货。为什么不是销量,不是利润,不是产品升级,不是大单品,而是把“控货”作为第一要务?其实销售、利润、换挡升级等也很重要,也是工作目标。但是,因为2014至2016年,营销工作在渠道埋下一个“定时炸弹”。 Simply put, control of goods is in the case of not reducing sales, but also to enhance channel profits, and stable channel profits, is the prerequisite for other marketing efforts. I believe most companies are working on the 2017 goals and programs. I have also thought about this issue for some time. My conclusion is: The first priority of sales in 2017 is stock control. Why not sales, not profits, not product upgrades, not a single product, but to “control goods” as a priority? In fact, sales, profits, shift upgrades, etc. are also important, but also the goal of work. However, because from 2014 to 2016, marketing efforts planted a “time bomb” in the channel.