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企业为了长期的生存和发展,选择和专门制定最佳分销渠道计划,用以指导整个企业的分销管理工作。这种适当的分销计划称之为分销战略。从国内企业的实践中,我们可以看到,分销战略的正确与否,已开始决定企业产品在市场的命运。广东泰林食品有限公司是一家生产“黑米片”即冲即饮营养品的企业,产品销往全国市场。“黑米片”投入初期由于担心产品在零售市场覆盖率低,为提高分销效率,采用了双重销售体系:泰林在通过各地批发商销售同时,还利用当地有实力的大零售商场进行双渠道批发。公司的市场份额有较大幅度的提高。
For the sake of long-term survival and development, enterprises choose and specifically establish the best distribution channel plans to guide the entire company’s distribution management. This appropriate distribution plan is called a distribution strategy. From the practice of domestic companies, we can see that the correctness of the distribution strategy has begun to determine the fate of corporate products in the market. Guangdong Tailin Food Co., Ltd. is a company that produces “black rice ” instant nourishment and nutritional products. The products are sold to the national market. “Black rice ”In the initial stage of investment, due to concerns about low product coverage in the retail market, in order to improve the distribution efficiency, a dual sales system was adopted: Tailin is also selling through local wholesalers, but also using local powerful retail shopping malls. Dual channel wholesale. The company’s market share has increased significantly.