论文部分内容阅读
一新形势下兽药经销商面临的挑战1厂家渠道下沉,批发商的日子越来越难过兽药厂家对渠道进行下沉是一种趋势。传统的长渠道对于兽药厂家来说已无法适应未来竞争的需要,由于长渠道会导致产品价格偏高,服务周期较长,对市场反应较慢等。从2000年开始,国内兽药企业就不断尝试开发短渠道,即放弃原来的批发商,而是把产品直接给零售商,从而对批发商的固有网络形成了威胁,和批发商相比,零售商直接面对的是养殖户,他们更了解养殖户的需求,对市场反应更快捷,由于渠道变短,也不至于使产品层层加价而使价格变得虚高,因而更容易使养殖户接受。所以零售商越来越获得兽药厂家的青睐,批发商则越来越不被厂家重视。
Veterinary drug dealer in a new situation challenges 1 channel manufacturers sink, the days of wholesalers increasingly sad veterinary drug manufacturers sinking the channel is a trend. The traditional long channels for veterinary drug manufacturers have been unable to meet the needs of future competition, due to long channels will lead to high product prices, longer service life, the market response is slow and so on. Since 2000, domestic veterinary drug companies have been constantly trying to develop short channels, that is, abandoning the original wholesalers and instead directing the products to retailers, posing a threat to wholesalers’ inherent networks. Compared with wholesalers, retailers Farmers are faced directly with farmers, they are more aware of the needs of farmers, respond more quickly to the market, as short-term channels, it will not raise the price of the product layer and make the price becomes inflated, making it easier for farmers accept. Therefore, more and more retailers get the favor of veterinary drug manufacturers, wholesalers are less and less attention by manufacturers.