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“我们生活在一个产品与产能过剩的时代,彩电行业的市场细分越来越厉害,销售的品类也越来越多,企业的渠道形态也变得复杂多样,电商渠道、微商渠道相继走入人们的视线。要知道,每一种新渠道的出现都是消费者对于产品购买途径的崭新选择,也是对购买成本要求进一步降低的结果。”随着消费者购买渠道变得多元化,彩电企业对渠道的管控变得异常复杂,相应的渠道管理问题也就接连出现了,很多彩电企业管理者也是穷于应对。本文以K公司为案例来谈谈彩电企业渠道管理所面临的问题,以及解决这些问题的具体方案,期
“We live in an era of excess product and capacity, the color TV industry, more and more market segments, sales of more and more categories, business channels have become more complex and diverse forms, e-commerce channels, micro-channel business One after another into the line of sight.It must be aware that the emergence of each new channel is a new choice of consumers for the purchase of products, but also the result of the purchase cost requirements to further reduce the result. ”As consumers purchase channels become more diverse The management of color TV companies on the channel has become extremely complicated, the corresponding channel management problems also appeared one after another, many color TV business managers are also poor response. In this paper, K company to talk about the case of color TV channel management companies face, as well as specific programs to solve these problems,