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多年业,返利一直是厂家必不可少的渠道管理工具。但经过多年的摸爬滚打,渠道商早已熟悉了厂家的玩法,甚至在利用规则反制厂家,返利的弊端逐渐显露,沦为“鸡肋”。尤其对于那些品牌、市场比较成熟、渠道已经比较稳定的厂家来说,返利与其说是对渠道的一种控制或者激励,倒不如说是渠道发展的束缚,多少有些“脱了裤子放屁”的嫌疑。既然如此,厂家为什么不采取一步到位的价格体系呢?当然,选择什么样的管理方式得视渠道的实际情况,不能一概而论。对于大部分厂家来说,目前更现实的问题是如何继续挖掘返利的潜力,让高明的返利政策如同挂在经销商脖子上的金馅饼,让他们想吃,也能吃到,而且愿意全身心地投入地吃。
Multiyear industry, rebate has always been an indispensable channel management tools manufacturers. But after years of fatiguing, channel operators already familiar with the manufacturers play, even in the use of rules against manufacturers, the drawbacks of rebates gradually revealed, reduced to “tasteless ”. Especially for those brands, the market is relatively mature, the channel has been relatively stable manufacturers, the rebate is not so much a channel of control or incentive, rather than the shackles of channel development, somewhat more "off the pants fart The suspect. In this case, why manufacturers do not take the one-stop price system? Of course, choose what kind of management methods depending on the actual situation of the channel, can not be generalized. For most manufacturers, the more real question now is how to continue digging the potential of rebates, so that smart rebate policy is like gold pies hanging around the neck of dealers, making them want to eat, eat, and are willing to body Heart to eat.