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科龙公司县域冰箱市场原来实施的是经销商主导型营销模式,在冰箱行业的微利时代已不适应市场竞争的需要。为应对市场的挑战,科龙公司应当构建厂商共赢的公司主导型营销模式。为实施新旧模式的转型,公司必须做好重构分销渠道、细分产品和市场、开发康拜恩冰箱县级批发商、培训经销商、加强市场管控、加强终端卖场的建设、侧重服务并兼顾公司的其他业务和加强公司业务经理的激励与管理等方面的工作。
Kelon county county refrigerator market, the original implementation of the dealer-oriented marketing model in the meager profit era of the refrigerator industry has not adapted to the needs of market competition. In response to the challenges of the market, Kelon should build a win-win company-led marketing model. In order to implement the transformation of old and new modes, the Company must make efforts to reconstruct the distribution channels, segment products and markets, develop KangBingn refrigerator county level wholesalers, train distributors, strengthen market control, strengthen the construction of terminal stores, focus on services and give consideration Other business of the company and strengthening the motivation and management of the company’s business manager.