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2009年5月,著名手机品牌诺基亚渠道商与该品牌产生冲突,多家经销商表示拒绝销售该品牌手机。营销渠道的形成是靠着长期且互利的关系建立起来的,对一些多重且数量甚多的经销商、区域代理店等中间产商,企业往往不易控制,导致彼此间的冲突与问题层出不穷。因此明确目前营销渠道的问题点是拟订营销渠道策略,实现营销渠道目标的一个重要因素。本文重点分析该事件深层原因,并针对性提出建议。
May 2009, the well-known mobile phone brand Nokia channel conflict with the brand, many dealers said they refused to sell the brand mobile phone. The formation of marketing channels is based on long-term and mutually beneficial relations established for some of the many and many large number of dealers, regional agencies and other intermediaries, the business is often not easy to control, leading to conflicts and problems between each other after another. Therefore, a clear point of the current marketing channels is the formulation of marketing channel strategy, marketing channels to achieve an important factor. This article focuses on the analysis of the causes of the incident, and make recommendations targeted.