水可载舟,亦能覆舟,经销商与厂家的关系正如水舟。许多“水舟”在蜜月结束之后,便分道扬镳了。更有甚者,厂家被经销商群体所控制,变得唯唯诺诺。倪润峰曾言:“经销商是在拿制造商的骨头榨油!”我们坚持自营网络与他营网络并存,主要的几个市场应当自己来做。回款不及时或许是自营网络最大的弊端,但信息畅通、政策调整、手法创新、产品换代方面的优点也不胜枚举。重要的是,制造商应有自己的“军校”和“根据地”。调整渠道失败比一次不成功的广告攻势风险要大得多,如果渠道不能不变,那么就必须保证在可行的前提下去逐步改变,而不应该推进激进的“休克疗法”。对于企业来说,没有比建立起稳定的营销渠道更重要的了。2002年,乐华彩电开始全面推行“代理制”。乐华在对企业结构进行了必要的调整后,开始了疾风暴雨式的渠道革命,一口气砍掉旗下30多家分公司以及办事处,彻底毁灭了自建渠道,从全国各大商场、超市中撤柜,并大量裁撤售后服务人员,同时对其选定的代理商提出了严格要求:“现款拿货”。全面推行代理制后,厂家集中精力搞研发、品牌,代理商做渠道、分销、售后服务,因为现款现货,厂家提 Water can carry the boat, but also capsize, the relationship between dealers and manufacturers just as the water boat. Many “water ” after the honeymoon, they parted ways. What is more, manufacturers are controlled by the dealer group, has become the only Nono. Ni Runfeng has said: “Dealers are taking the manufacturer’s bone oil!” We adhere to self-camp network co-exist with his camp network, several major markets should do it yourself. Not timely payment may be the biggest drawbacks of self-support network, but the smooth flow of information, policy adjustments, innovative approaches, product generation advantages are numerous. Importantly, manufacturers should have their own “military academy” and “base”. Adjusting the failure of a channel is much greater than the risk of an unsuccessful advertising campaign. If the channel can not be changed, then you must make sure that you make changes as soon as feasible, rather than radical “shock therapy.” For the business, there is no more important than establishing a stable marketing channel. In 2002, Leroy color TV began full implementation of “agency ”. After making the necessary adjustments to the corporate structure, Leroy started a stormy, revolutionary channel revolution, cutting off more than 30 of its subsidiaries and offices in one go and completely eliminating its self-built channels. From major shopping malls and supermarkets across the country, In the cabinet, and a large number of service personnel after the abolition of the selected agents at the same time made its own strict requirements: “cash get goods ”. After the full implementation of the agency, the manufacturers focus on research and development, brand, agents do channel, distribution, after-sales service, because cash spot, manufacturers mention