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首页 销售渠道联合家电业新联邦时代(Joint sales channels new federal …

销售渠道联合家电业新联邦时代(Joint sales channels new federal era of home appliance industry).doc

销售渠道联合家电业新联邦时代(Joint sales chan…

周清川
2018-12-19 0人阅读 举报 0 0 0 暂无简介

简介:本文档为《销售渠道联合家电业新联邦时代(Joint sales channels new federal era of home appliance industry)doc》,可适用于社会民生领域

销售渠道联合家电业新联邦时代(Jointsaleschannelsnewfederaleraofhomeapplianceindustry)销售渠道联合家电业新联邦时代(Jointsaleschannelsnewfederaleraofhomeapplianceindustry)AfterPHILPSinfiveprovincialsalesbusinessentrustedtoTCL,HaierandSANYO,HisenseandSumitomobegantochannelcooperation,allthenewshasbeenconfirmed,Toshibawhiteelectricproductsalsobegantowithdrawitsprelayingsaleschannels,toexpandthedepthofcooperationwithTCLinthefieldofsaleschannels,allproductstoentertheTCLsaleschannelsThisseemstoindicatethatthenewreformofhouseholdapplianceindustrymarketingchannelshasbeensomewhereThehighlymarketorientedandfiercecompetitionfeaturesmakethehouseholdelectricalapplianceindustryalwaysinaprocessofcontinuouschangeanddevelopmentSinglechannelchange,fromthelastcentury,themidsapplianceindustryboombegan,innearlyyears,hasexperiencedfromthedistributionsystemtotheselfbuiltsaleschannels,salestoregionalagentsandrelyingonprofessionalhomeappliancechainsalesmultiplechannelchangeAndalongwiththeimplementationofToshibawhiteelectricitysalesinfullsupportofTCLsaleschannels,theapplianceindustryisalsoanewchannelchangessaleschannelsjointalreadyvividlyportrayedRationalanalysisofjointsaleschannels:profitisthedirectionWhenevernewthingscomeintobeing,theyallhavetheirspecificbackgroundandconditionsInthemiddleofs,theproductioncapacityofhouseholdelectricalappliancesinourcountryhasbeenimprovedunprecedentedlyThedistributionsystemhasseriouslyrestrictedtherapiddevelopmentofhomeapplianceindustryTherefore,theeraofhomeapplianceindustry'sselfdistributionchannelwillcomeHowever,withtheexpansionofselfchannelnetwork,homeappliancemanufacturingenterprisesenjoythemarketpositionandsalesforcerapidlyjoyatthesametime,theyhavetobearthehighcostofthechanneloperationpain,costpressurespawnedaregionalagencyprevailsIn,theformationofthebuyer'smarket,thenewhomeappliancesaleschannelstoformathreattotraditionalchannels,terminaloccupationhasbecomeessentialforthesurvivalanddevelopmentofhouseholdelectricalapplianceenterprises,theleadingpatternofprofessionalhouseholdappliancechainledtotheformationofToday,householdelectricalapplianceenterprisesarefacingdoublepressuresofhighercostsandprofits,andthecallforjointsalesofhouseholdelectricalappliancesseemstobeincreasingThebrutalpricewarhasnotended,andtheapplianceindustryisfacingthetestofrisingrawmaterialcostsThedoublecrisishascausedthehouseholdapplianceindustryprofitstoshrinkseriously,andthehouseholdelectricalapplianceenterprisesarefacedwiththecrisisofsurvivalanddevelopmentIndustrydatashowthatthecurrentindustryoverallindustryprofitabilityhasbeenreducedtoorevenlowerThedifferenceinprofitdependsonthemarketpriceandthetotalcost,inthemarketsalespricereductionandrigidmanufacturingandrawmaterialcostscontinuetorise,tochannelandmarketingtoprofitseemstohavebecomeahouseholdelectricalapplianceenterprisesmustconquerthemaximumprofit,iscurrentlyChina'shomeapplianceindustrycanexploregrowthpointStatisticsshowthatthecurrentcostoftheentireapplianceindustryconstitutesthestatusquo:rawmaterialsmanufacturingcostsaccountedforofthetotalcost,andmarketingcostsaccountedforasmuchasoftheproportionSuchasKonkaapplianceinthecountryhasbranches,operatingdepartment,salesteamhaspeopleAlthoughthenetworkisnotasgoodasTCLinscale,ithasalsobeenveryimpressiveHowever,thecostofmaintainingthenetworkistwohundredmillionperyear,sowecanimaginetheabsolutecostofTCL'ssalesoperation,whichisproudofthesalesnetworkHowtoprofitfromthemarketingcosthasalreadybeenputinfrontoftheenterpriseInthisregard,manyenterpriseshavealsodonealotofefforts,includingtheconstructionofflatsaleschannels,themarketingteam"downsizingmovement"andsoonHowever,flatchanneldoesnotmeantobuildsaleschannels,"downsizingmovement"isnottogiveup,thekeyistobreaktheregion,industry,formedbetweenenterprisesalliance,torealizetheseamlesslinkwithinformationtechnology,reducetransactioncosts,improveoperationalefficiency,acceleratethespeedofresponsetomarketdemand,toachieveatthesametimeinthecompetitiontheprofitgrowthisforwardlooking,butalsoispossible,theallianceintheoperationofthemarket,willbeChinahomeapplianceindustryinthefaceofarealbreakthroughofexcessivecompetitionandindustrylossesunderthedilemmaAchievesaleschannels,tothebenefitofbothpartnersisobvious:fortheentrustedparty,cansavealotofstaffsalaries,transportandlogistics,terminalmanagementandotheraspectsofthehugecosts,sothatenterprisescanhavemoreenergyandfinancialresourcestoengageinresearchanddevelopmentandproduction,inproductandbrandupgradefinally,toimprovethecompetitivenessofenterprisesfortheentrustedsalesside,youcanmakefulluseofexistingresource,realizeresourceutilitymaximization,atthesametimesharingoperationcosttoachievethepursuitofprofitInfact,thefirstjointsaleschannelsisthehomeapplianceindustry,inearlyinShanghaiwillsetoffawhirlwindofUmebayashiMasahirowa,UmebayashiMasahirowausedinthedistributioncenterthroughoutthehighstreetsandbacklanestosendtheirbottledwateratthesametime,alsoforotherenterprisestosendmilk,breadandmanyotherthingscanbesent,optimizetheexistingchannelutilizationHomeapplianceindustryisentirelypossibletoreplicatethismodel,innovation,theformationofhomeapplianceindustrysaleschannelscombinedEspeciallytodaywhentheriseinleveltwoorthreeandtheruralmarket,thechanneldispersiondegreeismoreandmoreserious,thechannelwidthoftheincreasinglyhighdemandonthechannelsofthecontrolismoreandmoredifficult,thetraditionalsaleschannelmodebasedonitsmarketingcostpressurewillbecomeincreasinglylarge,householdelectricalapplianceenterprisesrealizejointsaleschannelswithrealeconomicvalueItshouldbesaidthatthisjointmodelinadvancehasbeeninthehomeapplianceindustryemerged,oristhejointchannelaninitialform,in,theSanlianGroupasaleader,totherelevantupstreamanddownstreamenterprisesrelyonincirculationenterprisesasthecoreofthehomeapplianceproduction,circulationandconsumptionofthenewappliancesupplychainsystemAtthattime,fromChineseandinternationalhomeapplianceindustrychainofhomeappliancegiantHaier,Lenovo,SIEMENS,Electrolux,Whirlpool,Hisense,TCL,Kelon,Midea,Matsushita,AUCMAandmanydomesticmanufacturersanddownstreamappliancevendorsandSanlianGroupissuedajointinitiative,constructionofinformationflow,capitalflowandlogisticsinonehomeapplianceproduction,circulationandconsumptionofthenewappliancesupplychainsystem,toavoidviciouscompetition,inordertoconstructChineselargestandleadingtechnology,significantbenefitsofthehomeapplianceecommerceallianceLatertheUnitedStatesandKelonsetupcommercialprocurementalliance,inordertoreducethecostofprocurement,Kelonhopestousetheservicesystemoftheirownatthesametimeforotherbrandsofrefrigeratorsandairconditioningservice,nottomentionmanyhouseholdelectricalapplianceenterprisesprevailingproductionresourcesharing(OEM)LittleSwanandKeloninthelogisticssystemhasformedastrategicallianceSincetheapplianceindustrycanrealizethesharingofpurchasingchannels,theproductionresourcescanbeshared,andtheservicenetworkcanbeshared,thenitisalsopossibletosharethesaleschannels,soastosavecostsandincreaseprofitsHomeappliancesaleschannelsofjointconditions:complementarityisthekeyItisaninevitabletrendtocombinemarketingcosts,raiseprofits,realizetheoptimizationofresourcesandthedivisionoflaborwithsocializationHowever,inactualoperation,thedifficultyofthisjointismorecomplexthaninjointprocurement,productionandservice,exceptamongenterprisesbasedoncreditsystemandestablishthedepthofcooperation,moreimportantalsoneedtohavethespecialconditionsofthejointventureiscomplementaryinthebrand,productsandexistingresourcesetchandDifferententerprisesofdifferentbrandsofproductssoldinthesamechannel,whomustfacethemainconflictwhoonce,justasdifferentbrandsofthesameenterprisemustcarryoutdifferentiatedpositioningtooccupydifferentmarketsegments,otherwisetherewillbemutualconstraintsamongdifferentbrandsofproductsInordertorealizethejointsaleschannelsamongdifferententerprises,oneprerequisiteisthatthetargetmarketwithdifferentbrandsandproductsbetweenthejointventureenterprisesandthecomplementaryresourcesisnotrequiredAlthoughthesaleschannelscombinedfortheentireapplianceindustryandindividualenterpriseshavefarreachingsignificance,forwardlooking,butfromthecurrentsituationanalysisofthehomeappliancemarket,intheshorttermisdifficulttodeveloplargescaleadoptionandimplementation,onlyfirstappearedinaspecificmultinationalhomeappliancebrandsanddomesticappliancebrandThiskindofjudgmentstemsfromthedifferenceoftheroleandlocationofthebrandandproductofthemultinationalhouseholdelectricalapplianceenterprisesandthedomestichouseholdelectricalapplianceenterprises,andthecomplementarityofthechannelresourcesGenerallyspeaking,theadvantagesoftransnationalhouseholdelectricalappliancecompanyisreflectedintwoaspects:oneistheadvantageoftechnology,especiallytheoriginaltechnologyandcoretechnologyadvantages,isprobablynotbeyondthedomesticenterprisesinashorttimetheotherisabrandadvantage,multinationalhomeappliancebrandbothinbrandorbrandtensionoverallprecipitationaresuperiortodomesticbrandsThetwoadvantageisofunusualsignificancefortransnationalhouseholdelectricalapplianceenterprises:ontheonehandcantakeadvantageofthetechnologytomakemoney,makemoneydirectlyinadvance,suchasthemostadvancedandthecoretechnologieswerefirstusedintheirownproducts,ortransfertothedomesticenterprisetechnology,salesofkeysparepartsetcBecauseofthelackofkeytechnologyandcoretechnology,ChineseenterprisesarenotwillingtogetridofthedependenceontransnationalcorporationsinashorttimeOntheotherhand,multinationalhouseholdappliancebrandsappealtothemarketandhaveanaturalpullingpowerandprofitpromotion,especiallyforthosewithhighconsumptionThisisthebrand'ssignificancetothemarketInfact,inadditiontotheadvantagesoftechnologyandbrand,multinationalhouseholdelectricalapplianceenterprisesalsohavetheadvantagesofcapital,talentandeventheinternationalmarketdevelopmentHowever,therearemanyadvantagesoftransnationalhouseholdelectricalapplianceenterprisesinChinamarkethadtwofailedtomakeupfortheshortboard,isduetoalackofsupportchannels(tostayinShanghai,Guangzhou,Beijingastheleadingmarketlevel)duetothelackofsalesforce,Twoisrelativemanufacturingcosts,notstrongcompetitivenessThereasonfortheformationofthefirstshortboardisduetothedifferencebetweentheprofitconceptofmultinationalenterprisesandChineseenterprisesChinaenterpriseinthefaceofmarketandprofitchoice,arelikelytoabandonthemarketshareofprofits,butmultinationalcompanieswillnot,theircognitionofenterprisesisveryclear,thatistomakemoneytoChinaItisbecauseoftheextremeimportanceofprofit,transnationalhouseholdelectricalapplianceenterpriseswillnotbelikeChineseenterprisethat,inbuildingsaleschannelscanbedoneregardlessofthecost,theyarealwaystryingtofindthebestbalancebetweenmarketandprofitInthechannelconstruction,isthemanpowermaterialandfinancialresourcesnotoverdosthTherefore,foreignbrandsofhomeappliancessales,fromthemarketthatmotivationisverydifferentfromdomesticenterprises,domesticenterprisesbasicallyrelyonchannelcoverageandpromotionalactivitiestoachieve,whileforeignbrandsbasicallyrelyonbrandimagestimulatingmarketOnthecontrary,almosteveryhouseholdappliancecompanyinChinahasahugesalesnetwork,whichgreatlyimprovesthesalespoweroftheproduct,butmakestheenterprisecarryaheavycostburdenForeignbrandsofthesecondshortboard,infact,isarelativeconcept,becauseChineseenterprisehastheadvantageoflowlaborcosts,thereforeincapacitybuilding,fewerscruples,almostallthehouseholdelectricalapplianceenterpriseshavestrongproductioncapacity(oneofwhichisthebasisofChinese"worldmanufacturingcenter"form)Atpresent,almostalldomesticenterpriseshaveexcesscapacityItispreciselybecauseoftherestrictionoftwoshortboardsofsalesandproduction,theoperationoftransnationalhouseholdelectricalapplianceenterprisesintheChinesemarkethasnotbeenabletosubvertthesituationthatdomesticenterprisesoccupythedominantpositioninthemarketUnderbalance,therewillbemoreandmoremultinationalenterpriseshavetheideaofsellingsalestodomesticenterprisesTheideacametruein,whenTCLandPHILPS,HaierandSANYO,HisenseandSumitomostartedchannelcooperationuntilToshibaproductsofficiallyenteredTCLinThiscombinationofchannels,fordomesticandforeignenterprisesareawinwin:domesticenterprises,canmakeitshugesalespotentialtoobtainafreespaceinmultinationalenterprises,thechoiceofawaytoreducecostofsales,andeffectivelymaintainthemarketstatus,andbettermakegoodtechnologydevelopmentandbrandbuilding,toachievemarketandtheexpansionofprofitOfcourse,inadditiontodomesticenterprisesandmultinationalbrands,duetotechnicaldifferencescanformthechannelsofcooperationbetweendomesticenterprises,enterprisescanalsoexplorecomplementaryproducts,brandcomplementarycooperationForexample,thecooperationbetweentheelectricfanandheater,thecooperationbetweenthegaswaterheaterandtheelectricwaterheater,andsoon,aslongasitdoesnotconstituteadirectconflictandcompetition,thereisthepossibilityofcooperationEspeciallywiththeincreaseofchannelcontent,releasemoreandmorebrandswillimplementthesaleschannels,salescontractsorhaveentrustedtotheadvantagesofthechannelbusiness,andwillfurtherexpandsaleschannelsThegoalofjointchannels:toestablishasocialthirdpartyprofitcenterThejointchannelisstilltemporary,withthedevelopmentofsaleschannelscombined,willproducefunctionandprofitwiththeoriginalenterpriseseparation,andtheformationofthirdprofitcenters,namelytheestablishmentofpuresalesindependententerpriseFortheclient,theinevitablechoiceofsaleschannelsisthejointdevelopmentandtherealityoftheactualmarket,butitisnotpossibletohopethattheirsalesintheirlongestablishedcompetitorsinthejointchannelconflictexists,theriskalsoexists,andtheestablishmentofthirdpartysalesprofitcentercanavoidembarrassingtheworryFortheparty,thejointaimistorealizethesharingofcoststoincreaseprofitmargins,andearnacommissionprofit,butthecombinedoperationofchannelcomplexitymustbetakenintoaccount,thefunctionsofthedivision,institutionalreform,costcontrol,theexistingchannel,abandontheprofitpursuit,salesbalancemadeetcJointchannelwilleventuallybeoutofbusinessindependent,formingthirdpartyindependentprofitcenter,isconsistentwiththeenterprisespecializationtheory,anyenterprisecannotdoawholelot,professional,goodisthepremiseofpowerfulenterprises,thirdpartyindependentprofitcenterhasbecomethebestoptions,makemoreprofessionalprofitdistributionthequalityofthenetwork,moreAsmentionedearlier,thistrendhasbeenadoptedandvalidatedintheapplianceindustryInthefieldofhomeappliancecirculation,MideaandKelonjointlysetupAndelogistics,realizethesocializationofhouseholdelectricalapplianceslogistics,andKonkaalsoexpressedtheuseoftheirownhugesalesnetworkforotherstodothirdpartylogisticsconceptSaleschannelsforhomeapplianceindustryhaveonlyjustbegun,Butsocialandprofessionalrequirementsforitslaidanirresistibletrendofdevelopment,wealsoexpectthischangeearlydaycome,bringnewvitalitytothehomeapplianceindustry,asotherindustriesplayastimulatingroleofforerunnerPangYahui:ShanghaiYueYueenterprisemanagementconsultingcompanydirector,professionalmanagersAlliance(PMACOMCN)networkCEO,seniorinvestmentadviser,brandmanagementandpublicrelationsexpert,homeapplianceresearchexpertLongsheng:ShanghaiZhuoYueenterprisemanagementconsultingcompanyconsultants,channelmanagementexperts,seniorpublicrelationsplannerWelcometodiscussyourviewsandopinionswithexpertsContactTel:,email:flagflyingvipsinacom

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