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随着工程机械行业的发展,销售渠道在营销过程中的作用越来越重要。业务的扩大和实力的增强,使得一级经销商的销售区域和销售网络也不断扩大和完善,并在很多地方设立了分公司或二级代理商。这其中,由于二级代理商具有前期投入少且能迅速提高市场参与度的特点,在二级网点中占了很大比例。为了进一步提高产品的品牌知名度和市场占有率,如何有效地对二级代理商进行管理、协调好关系,并如何有效利用二级代理商进行市场开拓成为一级经销商关注的热点。根据多年的工作经验,笔者总结了以下7点。
With the development of construction machinery industry, the role of sales channels in the marketing process is more and more important. Business expansion and increased strength, making a dealer sales area and sales network also continue to expand and improve, and in many places set up branches or two agents. Among these, the secondary agents account for a large proportion of the secondary outlets because of their early investment and rapid market participation. In order to further improve product brand awareness and market share, how to effectively manage the secondary agents, coordinate the relationship and how to effectively utilize the secondary agents to open up the market become the hot spots of the first-level distributors. Based on many years of work experience, the author concludes the following seven points.