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网络制胜。营销网络的有机组成部分——各级分销商更是重中之重。然而,据权威数据显示,20%以上的经销商长期处于难以为继的亏损状态,形成了营销链条中的肠梗阻。于是,有识之士疾呼,加强对分销渠道的增值管理,积极开展渠道维护、通路创新。有鉴于现代营销方式的研究由理论探讨向实证研究方向转变,由结果分析向过程研究转变,由关注整体成败向剖析导致成败组成要素转变的发展趋势,本刊特开设“营销实验场”专栏,以企业参与、客座专家实战指导、本刊专家群实证研究的方式,展开对带有共性的重要营销现象、营销方式的实证性研究探讨。既然是实验,就难免存在不确定因素。也许,本次实验不能保证实验对象个个成功,但在方向上,它毕竟探索了增加成功把握的因素;在环节上,则直逼症结之所在,寻找解决问题的方法。当然,我们不能奢望实验一蹴而就,解决经销商环节中的所有问题,但我们坚信,在你、我、他不懈追求、不断实验的过程中,实效方法将由此诞生。
Network win. The organic part of the marketing network - distributors at all levels is even more important. However, according to the authoritative data, more than 20% of distributors have been unsustainable for a long time, resulting in intestinal obstruction in the marketing chain. As a result, people of insight shouted to strengthen the value-added management of distribution channels, and actively carry out channel maintenance, access innovation. In view of the fact that the research of modern marketing mode is changed from theoretical exploration to empirical research, from result analysis to process research, and from the concern of overall success or failure to the development tendency of the change of the components of success or failure, Column, with the participation of enterprises, the actual guidance of visiting experts, the magazine expert group empirical research methods, start with the common phenomenon of an important marketing, marketing methods of empirical research. Since it is an experiment, it is inevitable that there are uncertainties. Perhaps, this experiment can not guarantee the success of the experimental subjects, but in the direction, after all, it explores the factors that increase the success of grasp; in the link, it is almost the crux of the problem, looking for ways to solve the problem. Of course, we can not expect to solve the problem in a single step, and solve all the problems in the dealership. However, we firmly believe that the pragmatic approach will be born in you, me, his unswerving pursuit and constant experimentation.