通路强势下的厂商营销策略研究

Enterprise's Sale Strategy on the Broad Way

文章首先阐述了通路强势下 ,零售商们对厂商提出的种种不合理要求 ,及其对厂商营销所产生的影响。面对这种情形 ,笔者提出了几种厂商的应对模式。强调通路和厂商之间是紧密合作的关系。双方只有通力合作 ,在各自擅长的领域内发挥优势 ,谋取双赢 。

This paper discusses about the retail dealer's improper d em ands to the factory and about the influences on the sale. The authors bring fort h some reactive modes for the factory under the present situation. Dealers and f actory should cooperate to get the double wins.