Enterprise Management Is Inseparable From Channel Cooperation.

Channel cooperation is now an ideal way. Channels are actually made up of enterprises based on mutual interests. enterprise He and his distributors and agents need each other and benefit from each other's cooperation.

In order to expand sales market and expand product sales, business operators should actively support and assist their channel members, give full play to the role of channels and improve marketing results. Yang Yuanqing, vice president of Lenovo Group, outlined the successful experience of Lenovo: "the success of Lenovo channel strategy should be attributed to the following factors: reputation first, reducing the risk of agency, considering agency interests, and strengthening support for agents. In short, we can think that the key to Lenovo's success lies in maintaining good channel cooperation. For the IT industry, the so-called channel cooperation is the joint efforts of channel members to achieve their goals.

In channel cooperation, the attitude of all parties should be a win-win (or a win or four win), rather than a mutual antagonism. Others A barrier to self interest ". Agency partners can continue to grow and develop with the development of enterprises. This will not only ensure the quality of channels, but also effectively enhance the credibility of channels. Between enterprises and channels, we can say that there are a lot of glory and glory.

Enterprises use effective incentive mechanisms to control channels. stay cooperation During the process, if the quantity, quality, variety, price and delivery time of the product are in conflict with the requirements of the distributor or agent, the enterprise should organize the supply according to the requirements of the distributor or agent. The most important thing for the operator is to adjust the production plan reasonably according to the market demand.

A business operator can also give reasonable rewards according to the sales performance of the members of the channel, such as giving larger profit margins and various promotional allowances, giving the right to sell certain products in a certain area, or giving sales equipment without compensation. Cooperative advertising is a common form of channel cooperation in China's IT industry. Companies using advertising media to promote products are most popular with distributors or agents. Advertising fees can be paid by the enterprise itself or by distributors or agents.

It is necessary for business operators to invite channel members to talk or chat on a regular or irregular basis. The enterprise will transmit the information and information to the channel members timely, so that they can know well. Information sharing is also a support for the channel, and it can also strengthen mutual trust. If you want better channels, training is also a good way. Training includes wholesalers and retailers to participate in the sales training and product training activities of the manufacturers. From the current situation of the IT industry in China, apart from the above two kinds of training, manufacturers can get better results if they can provide management and marketing training to their various distributors.

Besides the incentive way to manage the channel, business operators should have some coercive means to control the channel. Business operators need to regularly assess whether the performance of channel members is up to standard. If it is below the standard, the cause and remedy should be taken into account. Business operators sometimes have to tolerate such low performance, because severing channel relationships or replacing others can lead to more serious consequences, such as dealers turning around to support competitors. But when there are other beneficial schemes for the inefficient members, they should be removed without mercy. In this process, measures such as reducing the profit margin of the product and revoking the award will be lost. Coercive means also depend on the strength of the enterprise itself.

　 Is it "jujube" or "board" or "soft and hard"? In a word, the market situation is also necessary.