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烟草市场营销是行业发展的关键问题,因此对零售商的管理也十分关注。然而,由于零售商分布广泛,管理起来难度较大,会出现网点布局不科学,对零售商的控制力度有限以及“访销配送”未达到真正的目的等问题。本文在研究营销渠道中零售商管理问题的基础上,提出了改进措施,以期对零售商进行科学、合理的管理。
Tobacco marketing is a key issue for the development of the industry, so retailers are also very concerned about the management. However, due to the wide distribution of retailers, management is more difficult, there will be unscientific distribution of the outlets, limited control over the retailers, and failure to achieve the real purpose of “distribution by sales”. Based on the research of retailer management in marketing channel, this paper puts forward the improvement measures to carry on the scientific and reasonable management to the retailer.