KK公司的渠道战略研究

KKResearchonMarketingChannelStrategyofKKCorporationXiaoZhiZhong200292004720045KKKKKKKKKKKKKKKKKKKKKKKKKKKKKK+KK+KKKKKKKKKKKKKKCRMKKKKABCDKKABCDEKKKKKKKKKKKK3KKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKKAbstractAlongwiththehomeappliancemarket’scompetitiongrowingfiercer,KK’smarketingmanagementhastobemorecomprehensive,Besidesinnovativeproduct,favorableprice,effectivepromotionandperfectafterservice,KKshouldattachmoreimportanceontheconstructionofthemarketingchanneltoimproveitscompetingpower,marketingchannelhasbeenconsideredasthemostimportantresource,andKKhasbeencognizantofthisfully,andKK’smarketingchannel’sreformingistheabsolutetrend.ThisisafocusstudyofKK’smarketingchannel,itspresentstatusandhowtoimproveitscompetingpoweronthisbase,WhileauthoritiesclaimthatchannelisChinesehomeappliancemanufacturer’scorecompetingpower,criticsofChinaoftenchargethatindustrialcapitalandcommercialcapital’sseparationisthegeneraltrendoftoday,andKK’schanneladvantageinexistencewillturnintoinferiorposition.ThisstudyisaimedatanalyzingKK’smarketingchannelin-depthandhowtofacethechallengeofthenewenvironment.Thestudywillbebasedonthemarketingoperationofthemarketingchannelofhomeapplianceintoseveralaspects.Amongtheseare:1,thepatternofKK’smarketingchannel2,themanagementofKK’schannel3,supplychainmanagementofKK’smarketingchannel4,thepromotionofthechannel5,thereconstructionofthechannelwithmoderninformationtechnology6,theupgradeofthechannelComparedwithotherhomeappliancemanufacturer,KKhasitsuniqueness,identifiedbymassivesalesandfewtypesofproduct.SoKKshoulddesignitschannelstratagemastoKK’suniquecharacteristics,AfterdescribingthecharacteristicsofKK’smarketingonconsumer,product,statistics,purchasingpowerdistribution,thisarticleliststhetypicalchannelmodes:straightsupply,regionalwholesaleagent,ownmarketingnetwork+straightsupply,etc.thensumupKKmode’sstrengthandweakness,theprincipleandmethodwhenchoosingchannelmodefordifferentregionalmarketsviathetheoryoftransactioncost,basedonthis,thearticleredesignKK’sholisticchannelmodeastothespecialmarketingenvironment.Themarketingchannel’sessenceisvalue’screation,tomaximizethevalue-creationabilityofthechannel;KKshouldintegrateitschannelthroughthechannelmembers’value-creationinstinct.Byusingtheknowledgeofvaluechainandsystemapproach,thisarticlepointsoutthatKKchannelshouldchangefromtrade-typechanneltopartner-typechannel,onlyinthiswaycanallthechannelmemberscommitthemselvestoKK’smarketinggoaltogetherandrealizetruevalue-addfunctionofthechannel.Thechannel’sabilityonvalue-creationcanbeshownontwoaspects:themarketingshareandtheprofit.ThisarticlepointsoutthatKKshouldmakeuseofeverysegmentedchanneltoimprovethechannelsystem,promotethespecialtyanddiversityofittooccupythewholemarket.AndKKshouldconsiderproduct’slifecycleandmarketinggoalbeforechoosingchannelcombinationforspecialproduct.Basedonthis,thechannelimprovesthechannelprofitbesidesraisingthemarketingshare.Theemphasisofthechannelmanagementisthemanagementoftheclients;thearticleconsidersthatKKshouldattachmoreimportanceonthehigh-profitclient’smanagement.Priceconflictandhiddendistributionaretwomajoraspectsofchannelconflict.Withtheknowledgeofthegametheory,thisarticleanalyzestheoriginofpricewarfrombothKKanddealer’sviewpoint.Andthenlistthecontrollingmethod:A:CI’simprovement,B:strictchannelguidance,C:scientificenactmentoftheclient’slayout,D:establishrationalpricesystemandsalespolicy.Astothehiddendistribution.Thisarticlefirstclarifywhyithappen,thenlistthemethodsKKcanapply:A:plotoutmarketregionagainB:strictlycontrollingthehiddendistributionbetweenthecitymarketandtheruralmarket;C:constructrationalregionalsalestaskandpricepolicy;D:transportationradius;E:establishspecialorganizationandusingmorecontrollingmethods.DistributionlogisticsisthecriticalfactorofChannel,theproduct’sflowtotheconsumerisnotvisible,KKalwaysneglectthisflow’simportance,andthechannelhasnotbeenintegratedintoasystem.Byusingtheknowledgeofsupplychainmanagement,thisarticleclarifiesthestrategicmeaningofreforming.Anditattachesimportanceontheintegrationoftheinventorychainandhowtoreducethebullwhipeffectindemandforecasting.Besides,byseekingthecomparativeadvantagebetweenKKanditscompetitors,thearticlenarratestheneedandpracticalmeaningofusingthethirdpartylogisticstobetterthechanneldistribution.Inordertoimprovetheefficiencyofthechannel,KKshouldraisethedistributingpowerbybothpullingandpushing.AfterdescribingtheshortcomingsofKK’spushstrategyandimprovingskills,thisarticlealsonarrateshowtomakeuseofthepullstrategy,terminalconstructiontofosterthepullingpowerofthechannel.ThenitdescribeshowtobalancethetwopowersindifferentregionalmarketthroughreformingtheorganizationstructureofKK’smarketingbranches.KK’scorporationscaleandmarketingsystemhavetheirowncharacteristics,whichdeterminesthatKKmustuseinformationtechnologytoreconstructitschannel.Thisarticlenarratestheneedandthemeaningofusingsalesdistributionmanagement.Systemtoreconstructthechannel.Thebottleneckanditfindanicewaytosolve.Theorganizationstructureshouldadapttotheorganization’sstratagem,KKisnowstartingtoenterintoot