Between producer and retail merchant, since one kind of union's relations, is also the phenomenon which the existence fights mutually: Retail sales chamber of commerce agent many producer's products, but the producer will also put the product to many retail merchants in expands own marketing channel.
Transforms along with the marketing idea for the consumer demand is the guidance, controlled the terminal channel's retail merchant to have a bigger initiative with in producer's gambling, two side's relations also the dependence transformed from the retail merchant to the producer for the retail merchant hope more participation to producer's marketing activity. This will cause both sides to be more sensitive in the negotiations discrete, will lack the effective addressing contradictory method finally.
The bilateral contradictory basis lies in the benefit the conflict: Along with the consumer to product demand's unceasing increase, to the product function and the value added request's enhancement, the producer to satisfy the consumer to be able not but to speed up the product renewal the speed,coach kids shoes, often will create the retail merchant product backlog, the product which can not but depend upon the promotion to reduce prices way processing which stores up, has harmed producer's benefit. Does for the consumer and the producer bridge retail merchant, after having controlled the consumer market,unique monogrammed baby gifts, hoped that uses own huge resources to obtain a bigger profit from the producer place. The profession competition is intense, the cost of operation promotes, to cause the retail merchant unceasingly when faces these questions, will solve the question direction to put on the producer - to use the immediate contact and to affect consumer's superiority, pulls down producer's product price obtains the bigger profit space.
How can the loss which fights both sides reduce to is smallest, finally achieves the communal development the fight alliance?
1. Establishes the effective communication mechanism:
In take the consumer as in the guidance marketing, guaranteed that the enterprise development the key will trade the marketing to transform the relational marketing, causes the enterprise and the consumer maintains one kind of long-term cooperation the relations. Regarding the producer, obtains the consumer to feed the information to product counter-globrand.com, conforms to the consumer according to the information manufacture to use the custom and the value idea product appears especially important, safeguards one of producer long-term benefit essential methods take the retail merchant as the medium establishment and the consumer information communication's channel.
But the retail merchant may obtain the detailed product information through the effective communication from the producer place, consummates own services structure.
2. Strengthens in the marketing activity the cooperation
In the marketing activity, the producer and the retail merchant are the marketing activity participants, similarly is the beneficiary. The producer in the use to the product propaganda, stimulates consumer's purchase desire, urges the consumer to enter the retail merchant the shop front. The retail merchant through to the self-brand's propaganda, is centralized the consumer, similarly causes the producer to make a profit. Therefore, strengthens the producer and retail merchant's in marketing activity cooperation, may realize the survival of the fittest,newborn girls clothes, reduces the cost, serves the purpose which finally altogether wins.
3. Seeks for the new cooperation space
The producer and the retail merchant basic contradiction in the product price, to both sides, also has the more activity spaces besides keeping prices down. Regardless of being the producer or the retail merchant, the final benefit originates from the market, expands the market purchase desire to be able to obtain a bigger benefit. Regarding had the respective brand both sides, after using the bilateral brand conformity the influence might attain the high quality advertisement position in the marketing activity by the inexpensive price, simultaneously enhanced oneself brand using opposite party brand's influence the numerous scopes, finally caused the reorganization benefit maximization.
Welcome to discuss your viewpoint and the view with the author, Zhang Yingjie, Tao the Tao international business management (Beijing) the Limited company gold medal lecturer, ten remaining years of life internationalization group trains the managerial experience, many year sales, the service, the management, the human resources and the training actual combat experiences. Has the rich actual combat background, once the group was channel inspector general in global well-known French businessman LVMH, primary cognizance LV brand management, channel plan and construction, business agent's development, promotion work and so on plan and counselling, also once in Indonesian Corporation Shan Baolin and the American commercial hundred rich companies, had the very rich foreign capital background. Mr./Mrs. Zhang Yingjie is engaged in professional lecturer many years, once with included the Coca-Cola, Simens, Tristar, Canon, LG, likes Pu living, baidu, Toyota, Ford, general, Haire, global well-known Major industries and so on Communications Bank establish the quality really superior cooperation, until now the Cooperative enterprise has reached several hundred, obtains the extremely good oral traditions. Contact method: E-MAIL:taotao@taotao-cn.com TEL:010-84871688
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