途径开拓的办法和技巧
<h1 style="color: black; text-align: left; margin-bottom: 10px;">我是【码云数智】平台的黄导，今天分享：<span style="color: black;">途径</span>开拓的<span style="color: black;">办法</span>和技巧</h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4P营销，（<span style="color: black;">途径</span>篇）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="//q6.itc.cn/q_70/images01/20240513/d70ffd07786b43c6adc92ed31909f9a3.png" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">途径</span>开拓的<span style="color: black;">办法</span>和技巧</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4P营销理论中，当确定了<span style="color: black;">制品</span>和价格后，就<span style="color: black;">必须</span><span style="color: black;">选取</span><span style="color: black;">经过</span>什么<span style="color: black;">途径</span>来售卖， <span style="color: black;">途径</span><span style="color: black;">便是</span>连接<span style="color: black;">制品</span>与顾客的“桥梁”。承担商品流通功能，是商品流通到消费者的路径。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">1、</span><span style="color: black;">途径</span>的<span style="color: black;">归类</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. 按消费场景</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">按消费场景分为线上和线下，线上<span style="color: black;">途径</span><span style="color: black;">便是</span>电商，如淘宝、天猫、拼多多、京东、抖音、小红书等，线下<span style="color: black;">途径</span>如商超、百货、便利店、专营店等。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">线上轻资产，适合从0-1的新消费品牌。<span style="color: black;">经过</span>铺线上<span style="color: black;">途径</span>，获取品牌初期的<span style="color: black;">揭发</span>，如元气森林、钟薛高等。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">线下重资产，适用于体验型、价值感高的品类，如手机、汽车4S店等。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 按<span style="color: black;">营销</span>方式</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">从<span style="color: black;">营销</span>方式的<span style="color: black;">方向</span>，大致有两个<span style="color: black;">归类</span>，直接经营和间接经营（<span style="color: black;">包括</span>代理商、经销商、零售商、加盟商）</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">线下<span style="color: black;">途径</span>在<span style="color: black;">制品</span>体验上更好，线上则是流通成本更低，时间延展度更大。<span style="color: black;">此刻</span><span style="color: black;">非常多</span>品牌采取线上线下相结合。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">2、</span><span style="color: black;">途径</span>的<span style="color: black;">功效</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. <span style="color: black;">加强</span>市场覆盖率</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">公司</span>生产<span style="color: black;">制品</span>，<span style="color: black;">途径</span>将<span style="color: black;">制品</span>大范围推向市场，送到消费者面前，覆盖<span style="color: black;">目的</span>市场。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 降低<span style="color: black;">公司</span>成本</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">公司</span>与<span style="color: black;">途径</span>合作的<span style="color: black;">规律</span>，在于将<span style="color: black;">外边</span><span style="color: black;">途径</span>的<span style="color: black;">优良</span>转化为<span style="color: black;">公司</span>经营的<span style="color: black;">优良</span>，将有限的资源做到产出最大化。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. <span style="color: black;">提高</span>品牌知名度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">制品</span>在货架空间展出，被消费者看到才有可能被<span style="color: black;">选取</span>，<span style="color: black;">揭发</span>度是成交量的前提。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">网络<span style="color: black;">照片</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">3、</span><span style="color: black;">途径</span>的长度</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">重点</span>分为四种类型。最少的层级为0层，<span style="color: black;">亦</span><span style="color: black;">便是</span>从生产商直接到消费者，<span style="color: black;">无</span>任何中间商。最多的层级为3层<span style="color: black;">乃至</span>更高，3层则<span style="color: black;">包括</span>代理商、经销商、零售商。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">网络<span style="color: black;">照片</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">短<span style="color: black;">途径</span><span style="color: black;">一般</span>是直营，或经过1层中间商，长<span style="color: black;">途径</span>则是2级以上的中间商。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">短<span style="color: black;">途径</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">优点在于品牌商对<span style="color: black;">途径</span>和终端的市场管理的把控力高。<span style="color: black;">途径</span><span style="color: black;">能够</span><span style="color: black;">快速</span>响应品牌商的政策，出品相对有<span style="color: black;">保证</span>，并减少了中间商赚差价，能够让利给消费者，<span style="color: black;">加强</span><span style="color: black;">制品</span>性价比。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">缺点是品牌<span style="color: black;">必须</span>付出足够的资源和<span style="color: black;">花费</span>，来承担大部分<span style="color: black;">途径</span>的支出。<span style="color: black;">因为</span><span style="color: black;">自己</span>资源的有限性，<span style="color: black;">常常</span><span style="color: black;">不可</span>覆盖到大部分市场。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">长<span style="color: black;">途径</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">优点<span style="color: black;">能够</span>快速铺开市场，形成<span style="color: black;">途径</span><span style="color: black;">优良</span>，为<span style="color: black;">机构</span>减少了<span style="color: black;">途径</span>、品牌的<span style="color: black;">花费</span>支出。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">缺点是层层分级，<span style="color: black;">引起</span>品牌方管控力度不足，<span style="color: black;">公司</span>政策很难<span style="color: black;">保准</span>快速响应，<span style="color: black;">引起</span>服务水平不一。并且越多的层级，<span style="color: black;">寓意</span>着蛋糕被分得更薄了，进一步挤压利润空间。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">4、</span>直营与非直营的区别</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">直营：指总<span style="color: black;">机构</span>直接出资、经营与管理门店，<span style="color: black;">途径</span>归总<span style="color: black;">机构</span>所有。连锁型<span style="color: black;">公司</span>在初期<span style="color: black;">通常</span>都是先做直营，当<span style="color: black;">必须</span>进一步进行市场渗透会<span style="color: black;">选取</span>开放加盟的方式。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">代理商：<span style="color: black;">帮忙</span><span style="color: black;">公司</span>打理生意，从事批发购销，所有权归<span style="color: black;">公司</span>，赚取相应佣金。代理商分为<span style="color: black;">非常多</span>种，一是从地域上分为国家、省级、市县级，二是从层级上分为独家代理、总代理、分级代理等。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">经销商：需拿钱从<span style="color: black;">公司</span>进货，而非赊销，转手卖出<span style="color: black;">制品</span>，<span style="color: black;">持有</span><span style="color: black;">制品</span>所有权，利润<span style="color: black;">重点</span>来自买卖差价。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">加盟商：连锁加盟，即你出钱，得到总部的品牌、技术、运营以及<span style="color: black;">制品</span>供应支持。加盟<span style="color: black;">亦</span>分为单店加盟和代理加盟。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">零售商：<span style="color: black;">处在</span>商品流通最末端，直接面向消费者供应商品，是商品流通的终端环节。如超市、百货、便利店、专营店等。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">5、</span><span style="color: black;">途径</span>的管理</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌商与<span style="color: black;">途径</span>商合作<span style="color: black;">必须</span>平衡好双方的利润，割经销商的韭菜<span style="color: black;">没</span>异于竭泽而渔，<span style="color: black;">仅有</span>双赢<span style="color: black;">才可</span>保持<span style="color: black;">很久</span>，这就<span style="color: black;">必须</span>有效的<span style="color: black;">途径</span>管理了。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">1. <span style="color: black;">制品</span>支持</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌商应该为<span style="color: black;">途径</span>商<span style="color: black;">供给</span><span style="color: black;">营销</span>和利润都有竞争力的<span style="color: black;">制品</span>。<span style="color: black;">针对</span><span style="color: black;">途径</span>商<span style="color: black;">来讲</span>，这是<span style="color: black;">她们</span>战斗的武器。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">2. 价格管理</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">品牌商<span style="color: black;">必须</span><span style="color: black;">思虑</span>成本<span style="color: black;">掌控</span>以及消费者接受的价格范围内，为<span style="color: black;">途径</span>商设置可盈利的价格区间。<span style="color: black;">公司</span><span style="color: black;">必须</span>拉低成本，<span style="color: black;">加强</span>品牌溢价，<span style="color: black;">才可</span>给<span style="color: black;">途径</span>商争取到足够的利润空间。<span style="color: black;">必须</span><span style="color: black;">重视</span>的是，线上线下的差价问题，处理<span style="color: black;">欠妥</span>会<span style="color: black;">导致</span>窜价问题。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">3. 营销支持</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">为了让<span style="color: black;">途径</span>商将<span style="color: black;">制品</span>卖出去，品牌商<span style="color: black;">必须</span>进行<span style="color: black;">宣传</span>、公关上的支持，扩大品牌知名度，<span style="color: black;">加强</span>消费者认知，<span style="color: black;">帮忙</span>供应商引流吸客。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">4. 培训指导</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">包含</span>对品牌使命/愿景/价值，品牌定位的理解，以及<span style="color: black;">制品</span>定位、<span style="color: black;">营销</span>卖点的培训，除此之外，还有<span style="color: black;">平常</span>的促销活动运营，获客话术等等，让<span style="color: black;">途径</span>商更好地将<span style="color: black;">制品</span>推给消费者，<span style="color: black;">帮忙</span><span style="color: black;">途径</span>商<span style="color: black;">营销</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">5. 供货管理</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">保准</span><span style="color: black;">制品</span>供应，避免在旺季的时候，供<span style="color: black;">不该</span>求。<span style="color: black;">同期</span>，<span style="color: black;">必须</span><span style="color: black;">加强</span>存货周转率。<span style="color: black;">提高</span>商品的流通速度，降低运营成本。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">6. 售后服务支持</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">为经销商<span style="color: black;">供给</span>完善的服务支持，处理顾客投诉及退货等问题，<span style="color: black;">保证</span>经销商的利益。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">总结：</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">途径</span>既要承担把蛋糕做大，又要承担把蛋糕分好的任务，<span style="color: black;">没</span>论是线上、还是线下<span style="color: black;">途径</span><span style="color: black;">营销</span>，<span style="color: black;">针对</span><span style="color: black;">公司</span>而言是两条腿走路，密不可分了，<span style="color: black;">必须</span>协调好品牌方和<span style="color: black;">途径</span>方，两者之间的利益分配，在<span style="color: black;">日前</span>经济下行的环境下，<span style="color: black;">怎样</span>激活<span style="color: black;">途径</span><span style="color: black;">自信心</span>，<span style="color: black;">针对</span>品牌而言<span style="color: black;">显出</span>尤为<span style="color: black;">要紧</span>。</strong><a style="color: black;"><span style="color: black;">返回<span style="color: black;">外链论坛：www.fok120.com</span>，查看<span style="color: black;">更加多</span></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">责任编辑：网友投稿</span></p>
谷歌外链发布 http://www.fok120.com/
页:
[1]