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在阐述什么是经销商的角色定位不准之前,我们先明确一下经销商的定义,严格说经销商是指将购入的产品以批量销售的形式通过自己拥有的分销渠道向零售商进行销售的独立或连锁的商业机构。那围绕这个定义核心而表现出来的能带来生产力的各种要素组合就是真实实力的体现,而与之背道而驰的就是角色定位不准。关于经销商角色定位不准的表现各有不同,通常的拉大旗作虎皮、虚假市场数据等等,我们权且理解为通常意义上的角色定位不准。这里我们通过产品流通过程、企业成长阶段和重点工作布置来分析经销商角色定位不准带来的后患。
Before setting out what the dealer’s role is not allowed to do, let’s clarify the definition of the distributor. Strictly speaking, a distributor refers to a seller that sells a purchased product to a retailer in the form of a bulk sale through its own distribution channel Independent or chain of business. The combination of elements that bring about productivity that surrounds this defining core is a manifestation of real power, and the opposite is that the character is not. The role of dealers on the performance of different positions are not the same, the general pull the banner for tiger skin, fake market data, etc., we right and understood as the role of the general position of the wrong positioning. Here we through the product flow process, business growth stage and focus on the layout of the work to analyze the distribution of the dealer’s position is not allowed to bring trouble.