经销商开发管理
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial><SPAN lang=EN-US><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></FONT></SPAN></P><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 作为市场人员，经销商开发与管理是必修课，但是，很多业务人员在经销商这个环节上下足了功夫，但经常也摔了不少跟头，经销商，作为连接生产与终端的关键环节，在市场管理和维护中有着举足轻重的作用。但是也有很多企业在局部市场上被经销商搞的头痛。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT><SPAN lang=EN-US><FONT color=#4c4c4c><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销师</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>电话营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>更多…</SPAN></SPAN></FONT><o:p></o:p></SPAN></SPAN><P></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 这是前几天一家酒厂的销售经理提出的公式：</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 一流产品</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>+</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">一流经销商＝超一流的市场。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 一流产品</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>+</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">二流经销商＝二流市场。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 二流产品</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>+</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">一流经销商＝一流市场。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 粗看这个公式，应该是没有问题的，但是在实际操作中，却会是另一番场景。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 应该说，这是一个很简单的公式，缩减一下就是：</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 产品</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>+</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">经销商</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>=</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">市场</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 这个公式，是传统渠道战的典型代表，很多企业为此曾经付出过沉重的代价。在这个公式中，产品进入市场必须通过经销商这个瓶颈，往往造成经销商在通路上的要挟制约。客户就是上帝，这句经典的标语是计划经济刚刚转型到市场经济时的最为流行的，几乎每个生产企业都把他写在显眼之处。但是经过</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>30</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">年的历练，一些吃尽苦头的企业早就悄悄的换下这个口号，同时换下的还有“质量是生命”的标语。而许多处于产品制造阶段的企业依然将这个口号奉为圣经，离开经销商就不会做市场。甚至会得上经销商依赖症。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT><SPAN lang=EN-US><FONT color=#4c4c4c><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销师</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>电话营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>更多…</SPAN></SPAN></FONT><o:p></o:p></SPAN></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 单纯依赖经销商做市场的症结具体表现在：</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、渠道就是山头。很多企业的市场好坏并不决定与自己，而是在于经销商的实力和配合。在市场管理中</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">弱势白酒企业大多依靠经销商来做市场</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">市场成功了</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">经销商往往是功高盖主</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">霸气冲天</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">企业也只能忍气吞声</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>.</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">恶性循环由此开始</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>.</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">主弱臣强，内乱必生！</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>2</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、渠道多强市场就会有多强，反之则弱。客户众多渠道成员是跟随弱势品牌共同成长的，大多是十几年的合作关系，在局部市场上经销商往往比厂家更有发言权，是典型的土皇帝或地方武装头目，我行我素，江湖义气，不喜欢厂家作为正规军所制订的条条框框。而这些恶习的长期存在必然会与厂家的发展不同步，久而久之，双方之间的“夫妻感情”必然出现裂痕</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>. <o:p></o:p></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>3</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、开市场找大户。大户是很多企业向往的，但是，找大户如同追求“美女”一样，如果企业没有“郎才女貌”的底气，而是以“叫花子”的基础去求婚，结果不是挨耳光，就是一辈子当牛做马，永世不得翻身。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>4</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、中国的商业形态发生了巨大的变化。以前的销售主渠道是商场、批发市场以及零售店，而现在，超市、大卖场、酒店等终端的大量出现一个大卖场的出现将导致成千上万家的零售店倒闭超市量贩的出现加剧了批发业的转型 在沿海经济发达地区，传统的批发市场已经逐渐消失。传统经销商的流通霸主地位已经开始消减。企业所抱的这个大腿已经不如一根胳膊粗了。</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> </FONT><SPAN lang=EN-US><FONT color=#4c4c4c><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销师</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>销售培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>营销培训</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>电话营销</SPAN></SPAN><SPAN lang=EN-US style="mso-bidi-font-family: Arial"><SPAN lang=EN-US><FONT face=Arial> </FONT></SPAN></SPAN><SPAN lang=EN-US style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"><SPAN lang=EN-US>更多…</SPAN></SPAN></FONT><o:p></o:p></SPAN></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 那么，企业真的就要放弃经销商吗？</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 这是不可能的。市场的分散与消费地点的不确定决定了经销商必须承担物流配送的功能。企业要充分利用经销上小区域配送能力逐步渗透市场，但是在市场上企业积极参与市场</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">精耕细作</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">增强自己在市场上的发言权</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">改变经销商的上帝角色</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">成为合作伙伴，准确的讲就是一场和谐的婚姻关系。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial><SPAN style="mso-spacerun: yes"> </SPAN><o:p></o:p></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 如何维持这场“婚姻”关系呢？</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> 作为企业和经销商，二者合作的目的都是一致的，那就是寻求市场利益，就象婚姻的结果就是孩子（丁克族除外）。企业在具体市场管理中可以遵循如下</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>16</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">字原则：</SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial> <SPAN lang=EN-US><o:p></o:p></SPAN></FONT></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><o:p><FONT face=Arial> </FONT></o:p></SPAN></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; LINE-HEIGHT: 200%"><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial"> </SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>1</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">、虚其心</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%"><FONT face=Arial>,</FONT></SPAN><SPAN style="FONT-SIZE: 10.5pt; LINE-HEIGHT: 200%; FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial">企业必须具备强劲的发展势头，增强经销商持续经营的信心，充分认同企业文化，与企业形成不离不弃发展同盟。厂家必须有一整套帮助经销商提高生意管理水平的做法或模式，令经销商产生忠诚</SPAN></P><p>本新闻共<font color=red>2</font>页,当前在第<font color=red>1</font>页 <font color="red">1</font> 2 </p><你想成为一名站长吗
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