面对渠道的高开发成本厂商如何应对?

• 作 者: 毛浓月 王卓
• 出 处: 现代营销(学苑版)
• 发表日期: 2006年03期
• 关键词: 进场费 团购 公关 社区营销 终端 竞争模式 下货 网吧 客户管理 营销竞争

【渠道高开发成本的概念】渠道阻力和渠道高开发成本,是目前许多行业都存在的营销障碍。渠道的高开发成本包括的核心要素：终端费用、渠道层级规划、产品力、渠道类别(如社区、团购、特殊渠道)、渠道辅助营销(如公关、传播)。产品进场费、进店费等终端费用,是进入传统渠道必须要支付的,单是这道门槛,就挡住了许多企业。

【The concept of high development costs channel】 Channel resistance and channel development costs, is the marketing barriers that exist in many industries. Channel high development costs include the core elements: terminal costs, channel level planning, product strength, channel categories (such as community, group purchase, special channels), channel marketing assistance (such as public relations, communication). Product entry fees, into the terminal fees and other costs, is to enter the traditional channels have to pay, this is the threshold alone, blocking the many businesses.