MindMap Gallery Path analysis of marketing channel management
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This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
Path analysis of marketing channel management
The concept and role of channel management
Channel management refers to the activities that enterprises use to manage, operate and control marketing channels to achieve marketing goals.
The functions of channel management include increasing sales and market share, reducing costs, and improving product delivery and services.
Channel classification
direct sales channel
Direct sales channel refers to the channel where manufacturers or suppliers sell products or services directly to final consumers.
The characteristics of direct sales channels include removing intermediate links, communicating directly with consumers, and providing personalized services.
retail channel
Retail channel refers to the channel through which products or services are sold to final consumers through retailers.
The characteristics of retail channels include convenient consumption, providing choices, and providing after-sales services.
Wholesale channel
The wholesale channel is the channel through which products or services are resold from manufacturers or suppliers to retailers or other distributors.
Characteristics of the wholesale channel include economies of scale, provision of logistics and inventory management, etc.
middleman channel
Intermediary channels refer to channels that resell products or services to final consumers through dealers, agents or brokers.
The characteristics of intermediary channels include market coverage, sales capabilities and channel management.
Channel management steps
Channel goal setting
Determine goals such as market share, sales and sales growth to guide channel management strategies.
Selection and evaluation of channel members
Select appropriate channel members based on channel goals and needs, and conduct regular evaluation and adjustments.
Channel support and training
Provide the support and training channel members need to improve their sales and market development capabilities.
Channel performance evaluation and feedback
Regularly evaluate channel performance, provide feedback and rewards based on the evaluation results, and motivate channel members.
Formulation and execution of channel decisions
Make channel management decisions, including pricing, promotion, channel development, etc., and ensure execution results.
Channel Management Challenges and Solutions
channel conflict
Channel conflict refers to the conflict of interests and contradictions in cooperative relationships between channel members.
Methods to resolve channel conflicts include reasonable distribution of interests, communication and coordination, and establishing mutual trust.
Channel cooperation
Channel cooperation refers to the cooperation and win-win relationship between channel members.
Ways to strengthen channel cooperation include reasonable division of labor, joint marketing, resource sharing, etc.
Channel development
Channel development refers to improving market coverage and sales capabilities by developing new channels and expanding existing channels.
Channel development strategies include channel diversification, channel innovation and channel layout optimization.
Channel management informatization
Apply information technology and management tools to realize informatization and refinement of channel management.
The applications of channel management informatization include channel data analysis, channel cooperation platform and channel performance evaluation, etc.
International channel management
Channel management in multinational markets involves differences in countries, cultures and laws.
International channel management strategies include market selection, channel structure and management model adjustments.
Case study of channel management
Give examples to illustrate the different strategies and practices of different companies in marketing channel management.
Case studies can be compared and analyzed from different industries, different enterprise sizes and different market backgrounds.