渠道变革和整合中的风险控制（Risk control in channel change and integration）.docVIP

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渠道变革和整合中的风险控制（Risk control in channel change and integration）.doc

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渠道变革和整合中的风险控制（Risk control in channel change and integration）

渠道变革和整合中的风险控制（Risk control in channel change and integration） 1., the question raised In addition to the adjustment of the channel structure, the connotation of channel reform also includes major changes in sales policies. For domestic enterprises whose technological innovation is generally scarce, channel change has been an important means of strengthening competitiveness. The rise of commercial capital, the super terminal chain channels and the explosive growth of the wide application of information technology, coupled with the increasingly fierce competition in the industry, to enable enterprises to change the channel has become a routine work, most of the famous enterprise channel every year a small change every 2 to 3 years a big change. But no matter how the channel changes, the goal of change is constant, all in order to reduce channel costs, improve channel efficiency, strengthen control of the terminal, and improve customer service capabilities. All of the channel changes are bound to be accompanied by re adjustment of interests, if not to prevent risks, it will lead to the failure of channel change, control risk is an integral part of channel change. The risk of changing channels without changing them is greatest, and the risks of channel change can be controlled. So, what are the risks and how should we control them? 2., channel changes should be combined with the characteristics of the enterprise Channel change, in essence, is an endogenous, self change, rather than rigid map. Channel change must be coordinated with the characteristics of the enterprise, the historical form of the enterprise organization and the channel, and the possibility of such a channel transformation will be great. Finally, the formation of such situation: even in the same industry in the same scale enterprises, the channel characteristics tend to have very big difference, and these channels have their success in operation, such as the home appliance industry Haier, GREE and Chunla