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企业的分销通路设计与创新应适应通路演变的趋势,以分析顾客的购买行为与企业自身资源为基础,致力于降低成本、快速且准确到达目标顾客、尽量满足顾客的个性化要求。下面将通过分析三个著名公司进行营销通路的创新实践,提炼出通路创新的几个方向。·宝洁公司:无缱蕾销通路创新策略 (1) 根据宝洁公司自己的标准挑选经销商,如规模、财务能力、仓储能力、运输能力、销售额、商誉等,并
The design and innovation of distribution channels in enterprises should adapt to the trend of channel evolution. Based on the analysis of customers' purchasing behavior and their own resources, the Company is committed to reducing costs, reaching target customers quickly and accurately, and satisfying individual requirements of customers as much as possible. The following will be analyzed through the three famous companies marketing path of innovative practice, extract the path of innovation in several directions. · Procter & Gamble Company: Innovative Strategy for Non-profit Marketing (1) According to P & G's own selection criteria, such as size, financial capability, storage capacity, shipping capacity, sales amount, goodwill, etc.