Marketing: how to establish and better control the marketing channels of coatings

Core tip: in the fierce competition of coating marketing channels, enterprises must establish and control their own marketing channels (1) The selection of channel members should have certain criteria, such as business scale, management level, business philosophy, acceptance of new things, cooperation spirit, service level to customers, number of downstream customers and development potential (2) The basic principle of striving for channel members: 1) analysis of various factors affecting the expected profit short-term profit: the middleman mainly considers the large price difference when calculating the short-term profit Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: in the fierce competition of paint marketing channels today, enterprises must establish and control their own marketing channels (1) The selection of channel members should have certain criteria, such as business scale, management level, business philosophy, acceptance of new things, cooperation spirit, service level to customers, number of downstream customers and development potential (2) The basic principles of striving for channel members are as follows: 1) analysis of the factors affecting the expected profits short-term profits: the middlemen mainly consider the difference in price when calculating the short-term profits The price difference is mainly determined by the manufacturer, but it should be determined by the following factors: a the price difference of competitors: generally, it cannot be lower than the price difference of competitors B Possible sales volume: the possible sales volume is also affected by the sales volume of the competitive products, the advantages and disadvantages compared with the competitive products, including the product, price, promotion, distribution, as well as the sales volume of the product in other places known by the middleman, the middleman's confidence in the sales of the product, etc The possible sales volume is large, and the price difference can be small The manufacturer should determine a reasonable price difference Expected profit: the expected profit is based on the operation and management level of the manufacturer, the profitability of other products or the products in other markets, the support and preferential policies for the middlemen, the reputation, the style of its business representatives and the prospect of business development Of course, the expected profit is also related to the conditions of the middlemen themselves Risk: risk should be reduced There are two aspects of risk: one is market risk, the other is manufacturer's policy risk and reputation risk Market risk refers to how profitable the product is and whether there is a block when the product is delivered to downstream customers or consumers The manufacturer's policy risk refers to whether the design of the manufacturer's promotion and distribution policy is conducive to reducing the market risk, such as how to deal with the immediate products and how to deal with the problem that the varieties are not marketable If the promise can be exchanged, it will undoubtedly reduce the risk of customers The manufacturer's credit risk refers to whether the manufacturer's policy commitment to the middleman can be fulfilled Market risk is not determined by a single manufacturer, but the reputation risk and policy risk of the manufacturer are determined by itself 2) Calculating the middlemen with good expected profits is the goal of major manufacturers, who are generally operating products of some competitive brands Whether the middleman manages a product mainly considers the expected profit, which is determined by the following factors: short-term profit, expected profit and risk Short term profit: it mainly refers to the gross profit of the product Gross profit = price difference of unit commodity × sales volume Generally speaking, when the manufacturer starts to operate the target market channel, it must give the middleman a high price difference, because the sales volume at this time is uncertain In the future, with the increase of sales volume, the price difference of unit goods can be gradually reduced Expected profit: the current profit is not the only factor for middlemen to decide whether to join the channel The middleman should also consider the future development of the manufacturer, that is, the expected profit after he becomes a channel member of the manufacturer If the middleman thinks there will be large sales volume or high profit in the future, he may consider joining even if the short-term profit is not high Risk: This is also one of the main considerations for middlemen The profit is high, but the risk is high The profit is low, but the risk is low, and the middleman may join in Therefore, we can get a formula: expected profit = f (short-term profit, expected profit, risk), short-term profit, expected profit and expected profit are positively correlated, risk is negatively correlated (3) As can be seen from the above, middlemen should make decisions according to the information of manufacturers and other aspects of the market, and many of these information are provided by manufacturers and their business representatives According to the principle of limited rationality, insufficient information and asymmetry of human beings, manufacturers and their business representatives should continuously publicize all kinds of above information which is beneficial for middlemen to join the sales channel through various channels, influence the decision-making of middlemen and urge them to join the marketing channel Key words: the 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