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分销是企业重要的销售手段之一,尤其是是企业国际化发展进程中,当企业掌握了必要的国外市场信息,但又不准备大规模投入资金到陌生的市场时,分销模式可以以较低的成本,帮助企业迅速了解并开拓国外市场。分销的本质是合作,互利共赢,企业拥有产品资源,分销渠道商拥有客户资源以及对市场的不对称了解优势,这种产品资源与销售渠道联姻模式如果能建立起较高的契合度,企业甚至可以长期采用分销合作模式作为自己的销售模式。那么企业如何建立维护适合自身发展战略的分销渠道,必将是企业市场营销战略制定的重要部分。
Distribution is one of the important sales methods of an enterprise. Especially in the process of the internationalization of an enterprise, when the enterprise has the necessary foreign market information but does not plan to invest a large amount of money into an unfamiliar market, the distribution mode can be implemented at a lower level The cost to help businesses quickly understand and explore foreign markets. Distribution is the essence of cooperation, mutual benefit and win-win situation, the company has product resources, distribution channels have customer resources and market asymmetry to understand the advantages of this product resources and sales channels marriage mode if you can establish a higher degree of fit, companies Even the long-term use of distribution and cooperation as their sales model. So how to establish an enterprise to maintain its own development strategy suitable for distribution channels, will certainly be an important part of corporate marketing strategy.