Models based on different distribution channels, middlemen satisfaction management analysis

Abstract: At present, the company's increasingly high degree of product homogeneity, stability was lower channel, channel to become a focus of the enterprise, improve satisfaction with benefit brokers business distribution channels to improve the stability and therefore should be developed relatively reasonable strategy to improve broker satisfaction.

Keywords: different patterns of distribution channels, intermediaries; Satisfaction Management

A broker satisfaction
1.1 brokers
Intermediaries is to help enterprises to perform bargaining functions, and other distribution tasks of independent units, they basically operate according to two forms: wholesalers and retailers.

Wholesalers is to provide resale, further processing or changes in commercial use and sale of various commodities trading activities. Wholesalers beginning in the circulation of commodities and intermediate stages of the transaction object is the production companies and retailers, on the one hand it is the acquisition of goods to producers On the other hand it is also assured retail wholesale goods, and is based on the wholesale commodity price operate its business activities after the goods are still in circulation, does not directly serve the end consumer. wholesale commodity circulation artery, is a key part of it is to connect producers and commercial hub for retail businesses, the regulation of commodity supply and demand of the reservoir, production and demand is an important bridge of communication for enterprises to improve management and increase Economic efficiency and meet market demand, has an important role in stabilizing the market.

Including retail and direct sales to end consumers, products or services to meet their personal, non-commercial purposes related to all activities. Retailer's basic task is to direct the final consumer service, its functions, including purchase, sale, transfer, storage, processing, folding zero, sub-transmission of information, provision of marketing services, etc. It is a contact manufacturers, wholesalers and consumers a bridge, in the distribution channel has an important role.

1.2 middlemen satisfaction
Brokers satisfaction is divided into Economic satisfaction and social satisfaction levels. Economic satisfaction refers to the relationship between channel members for other members of the movement in the Economic rewards of a positive emotional response, mainly including: product satisfaction, financial satisfaction and marketing support satisfaction, social satisfaction, mainly refers to the relationship between channel members of the non-Economic side, the social psychological level, there is a positive emotional response. specified as follows:
(1 product satisfaction. Middlemen on the condition of the company's product evaluation, including the quality of the product, develop new products suitable for the needs of customers, the product in its class is competitive and the ability to provide brokers good development opportunities.

(2 financial satisfaction. Middlemen of the company's products provide a measure of how much interest, such as whether the product provides a substantial profit, product pricing is more competitive and profit levels in the industry.

(3 marketing support satisfaction. Middlemen for the marketing and logistics enterprises in the given circumstances of evaluation, the cost of advertising companies to provide subsidies of intermediaries to provide sufficient product promotional support, and sales staff of brokers training situation, the enterprise for product inventory management, order processing and delivery time and other aspects of the situation.

(4 social satisfaction, channel partners for members of non-specific response of economic rewards, including the desire to meet other non-material compensation. Middlemen and corporate communication and exchanges between the state, especially the company's sales representatives and brokers the exchange of information.

1.3 improve the significance of channel satisfaction
(1) to promote their products to improve timeliness.

Zhong Jianshang After years of operating experience accumulated with the local refining master Diqu industry, products, competition and user features, but with the corresponding sales services and other supporting capabilities of the products for local sales, quickly, active and effective promotion, also because of the reputation of brokers in the local markets and relationships, easy access to local users' trust, thus increasing satisfaction with benefit brokers to use and promote the product. In addition, areas of large, medium-sized brokers, due to their own business needs , also have developed a certain amount of distribution outlets, has a corresponding sales force, sales management with the basis, more likely in a short time, the product quickly, to promote to their control of the network system, play a fast sub- The role of marketing in order to occupy the local market to ensure the realization of business interests while in the local market promotional activities for the brokers in the business credit information, as well as other products promotion, and bring many benefits, so to improve middle satisfaction in the promotion of commercial products is to obtain the support of intermediaries, to achieve rapid sales purposes.

(2 to enhance communication between business and consumer information timeliness.

In regional markets, brokers face to face direct contact with the user, the accumulation of many years of operating experience and refined, allowing brokers to the consumer's purchase psychology, behavior and habits, motivations and needs are very familiar with, and can effectively collect the consumer business advertising, promotion, service, product quality advice. Therefore, the broker is the enterprise market in the region's "ears", played a timely and accurate feedback information about the role of regional markets while brokers is that the enterprises in the regional market, "amplifier." Companies will own brand, product, promotion, advertising, services, and other related information, through intermediaries, "expanding" role in the transmission, so that more accurate information about the target user to accept, to attract users to purchase or develop customer loyalty, to form a better user groups.

(3 to maintain competitive advantage.

Intermediaries operating in the regional markets for many years, has been formed with the appropriate means of product distribution networks, and to develop a large number of loyal users or fixed consumer groups, have the necessary distribution of the relevant public relations, market development for the enterprise to provide a prerequisite. enterprises and co-brokers, is an alliance of mutual interest face of threats to the existence of competition in the market, only the two sides join together to form competition, competitive strategy for coordination, the competitive forces was far greater than their own power, in order to bring competition to the benefit of their return, so companies with many intermediaries linking the interests of cooperation and competition, enhance the overall PC market's competitive advantage. In addition, the value of channel intermediaries and corporate brand, corporate culture value as the value of intangible assets. This value is obtained by long-term culture brokers, and for enterprises, the market distribution channels such intangible resources of intangible value, but it is extremely rare, so increase channel satisfaction in order to maintain channel stability.

(4 to maintain channel stability.

Enterprises ignore intermediaries satisfaction impose on the poor marketing channels, mainly in the factory default payment malicious intermediaries, some middlemen cross FALSIFYING, brokers in order to avoid backlogs, bargain with each other, with its brokers channel edge, change and control the company's sales policy, so to win the loyalty of intermediaries is critical to the enterprise. middlemen enterprises can have a loyal customer, is key to the success of their company. enterprises in the channel management process, can not rely on "press" middlemen or suppliers to maintain product margins, if you want the broker always loyal, brokers must improve satisfaction, manufacturers and channels to build long-term win-win strategy.

2 channels of distribution patterns
Distribution channel mode refers to the business channel mode, it only contains companies and brokers and does not include consumers, distribution channels, the main basis for the definition of pattern classification to define the channel structure. This model defines three channels, namely: national agent model, the regional agency model, firms self-built channel model.

(1 national agent model. In a short time to launch the product in the country's rapid distribution within the range, minimizes business risks, enabling rapid recovery of funds due to the country-based distributors are very strong professional distributors, the distributors can be separated reduce marketing costs, but because this model the middle layer too much, resulting in feedback too slow to react, is not conducive to the development of appropriate marketing strategies, the more controllable channels poor because a large distribution in the market area coverage than on the distribution of weak, especially in the low-end market becomes more saturated the circumstances, the method of distribution to obtain a large share of low-end market is not optimistic.

(2 channel mode, the regional agency. Business without an agent and the product region by region, agency contracted by the administrative division by geographic area or by way of market segmentation, regional distributors to complete the sale in a separate task at the same time, by the company's unified deployment and control of regional distributors is only responsible for sales in the region, each region has its own independent distribution area of ​​development, can effectively avoid the conflict between channels to avoid inter-regional agents vicious competition.

Regional distribution channel mode by reducing the level of a channel, simplifying the agent channel model of the complex hierarchy, largely to improve the operational efficiency of the channel. Regional agents working capital and distribution capabilities far less of the total agents, companies need to invest more in the distribution business over the energy.

(3 factory self-built channel model The model main ways: self-built branches, offices and even the terminal shops. Manufacturers of self-built sales network, you can make it easy to control the channel, in sales volume, price control and so have a lot of autonomy, so that it can more effectively control the market, but the first phase of its self-built channel input cost is quite expensive, the company's management has put forward higher requirements.

Links to free download http://www.hi138.com 3 increase channel satisfaction countermeasures
3.1 enterprises to improve their overall satisfaction with brokers suggest
No matter what channel model, in general, brokers of social satisfaction were lower than the economic satisfaction. Middlemen companies try to improve the economic satisfaction, while satisfaction with social intermediaries should be given the same attention.

Business brokers to enhance the economic satisfaction measures, such as marketing, finance, information, and other incentives, although there is some effect, but the cost is high, and the effect is not necessarily satisfactory as companies understand the brokers in the When do I need any help, and best of its ability to support, as brokers do with selling access to train key customers, or the proper use of some skills, so that brokers feel special attention by enterprises to improve their social satisfaction, can often produce a multiplier effect.

In addition to the economic interests of the incentive for brokers, but also should be concerned about the emotional motivation of intermediaries. For example: giving the greeting card, a medal, so to encourage their self-esteem, autonomy, meet their deeper psychological needs, but also to strengthen long-term interests of both sides of non-cooperation, especially in today's society, self-esteem brokers, credit, character, values, aesthetics can become emotional incentive points. Discarded commercial interests, dilute the primary object, in the interests of consistency, the resulting culture, the pursuit of personal consistency, this should be the ultimate incentive for all now corporate short-term, shallow-level operation of great concern, while the long-term ignore the deep relation between the resonance to say that this is a great pity.

In addition, the company's regular contact with brokers or regular visits also has a very important role in modern communications is extremely well developed, a simple phone that can play a significant role in communication and mutual understanding when a good business sales brokers on staff to help improve management and sales brokers, corporate product launch is not the end of the story to be passed on even if the brokers, the product should achieve the ultimate in hands of retail brokers.

Enterprises also need to understand the middlemen, brokers understand. To understand their difficulties, and to those in the anxious, Jie-ren's difficult. Middlemen concern for the risk of price fluctuations, service, variety of exchange and other issues, can not remain indifferent, should be actively and rapidly help solve.

3.2 channels in different modes to improve broker satisfaction management strategy
(1 brokers national agent mode to improve satisfaction of the proposed measures.

National distributor mode, the broker-to-business sales training and inventory management satisfaction is low, therefore, recommends that companies in these two points as the starting point to take appropriate measures for improvement.

First, companies should improve the brokers marketing support systems in a variety of conditions permitting, to increase sales brokers business skills, such as regular products, marketing techniques and other aspects of the lectures, with periodic company's business and intermediaries to communicate, to promote awareness of the product brokers.

Secondly, as far as possible brokers strengthen inventory management, through the establishment of a reasonable stock awards, stock brokers for the local market capacity, taking into account the delivery period, the goods turnover and accident safety reserves, in order to maintain the proper quantity and varieties.

(Proxy mode 2 to improve the regional broker satisfaction measures proposed.

Regional proxy mode, brokers advertising cost subsidies to enterprises is very low satisfaction Regional proxy mode, brokers rely mainly on their own strength to develop the local market, so the enterprise can give plenty of advertising cost subsidies are more sensitive.

Enterprises can create advertising awards in the product market stage, the assessment of market capacity, network capacity and management capacity, coordination brokers take the initiative to increase advertising efforts in order to quickly delivered the goods terminal. Middlemen in the advertising business based on the above input and distribution effects of a certain amount of incentives given to brokers, thereby enhancing the cost of advertising subsidies satisfaction.

(3 manufacturers to improve self-built model proposed measures satisfaction with brokers.

In the company self-built model, brokers on the company's sales training, advertising subsidies, low satisfaction.

Businesses can increase sales brokers business skills, such as regular products, marketing techniques and other aspects of lectures, with periodic business brokers business communication and to enhance product awareness brokers.

At the same time, enterprises can establish brokers advertising effectiveness through the evaluation system, the effects of advertising on the classification of brokers, middlemen at the forefront of giving priority to more advertising cost subsidies. Links to free download http:// www.hi138.com