摘要
渠道成员之间的竞争是服装企业必须面对的竞争之一,要想在和渠道成员的竞争中取得优势,必须提高渠道权力。结合宁波服装企业的特点,从规模扩张、客户关系管理、自建销售终端以及技术创新和差异化等方面提出了提高服装企业的渠道权力并在渠道竞争中获得优势的建议。
The competition among channel members is one of the competitions that the clothing enterprises must face.The clothing enterprises,which want to get the advantage in the competition with channel members,must strengthen the channel power.Connecting with the features of the clothing enterprises in Ningbo City,This paper puts forward some suggestions on strengthening the channel power and getting the advantage in the channel competition from aspects of scale expansion,customer relation management,self-established distribution terminal,technological innovation,and differentiation,etc.
出处
《科技情报开发与经济》
2011年第11期146-148,共3页
Sci-Tech Information Development & Economy
关键词
服装企业
渠道权力
品牌建设
客户关系管理
clothing enterprise
channel power
brand construction
customer relation management
