论文部分内容阅读
经过几十年的发展,全国陶瓷生产企业数量已数以万计,但在企业规模、实力、产品研发、品牌建设、营销管理等方面参差不齐。在即将到来的新一轮行业洗牌中,一批实力不强、不思进取的企业将会陆续被淘汰出局。留存下来的企业,除了要在产品研发、品牌运作上下足功夫外,加强终端控制、提升渠道质量、抢占市场制高点,也是必须采取的关键措施。提高经销商积极性只有加强终端控制,才能提高经销商质量和满意度,最终实现生产企业与经销商的双赢。一些陶瓷企业在渠道建设上不断追求规模效应,每年投入大量的人力、财力去招经销商、加盟商,却忽视了对现有经销商的培育和扶持,对终端市场的控制力度较
After several decades of development, the number of ceramic production enterprises in China has tens of thousands, but in the enterprise size, strength, product development, brand building, marketing management, etc. uneven. In the forthcoming round of industry reshuffle, a group of enterprises that are not powerful and can not make progress will be eliminated one after another. The remaining enterprises, in addition to product development, brand operation from top to bottom, efforts to strengthen the terminal control, improve channel quality, to seize the high ground in the market, but also the key measures must be taken. Improve the enthusiasm of dealers Only by strengthening the terminal control, in order to improve dealer quality and satisfaction, and ultimately achieve a win-win business and distributors. Some ceramic enterprises in the channel construction continue to pursue economies of scale, invest a lot of manpower and financial resources each year to recruit distributors, franchisees, but neglected to cultivate and support of existing dealers, the control of the terminal market more than