成熟产品营销渠道策略研究

Research of Mature Product Marketing Channel Strategy

准确把握成熟产品市场特征,建立稳定、高效的营销渠道网络,并有效利用渠道资源在市场中占据优势地位,是企业维持成熟产品市场占有率并力求扩大市场份额、尽可能延长产品成熟期、获取更多利润的关键。为此,需要对营销渠道作经济性、可控性、适应性和发展性评价,并采取合理的渠道策略:构建利益一体化的紧密合作型营销渠道、推进营销渠道创新与组合改良、健全营销渠道的激励机制、建立快速有效的合作性信息沟通机制、加强服务改进策略。

For enterprises, it is vital important to grasp characteristics of mature product market, to establish the stable and efficient marketing channel networks, and to play a dominant role in market by using the channel recourses effectively. For that reason, it is the key for enterprise to maintain its share in mature product market, to enlarge its share, to extend mature product period and to make most profit. In case of that, at the first, we need to make an economic, controllable, adaptable and developing evaluation of marketing channels and utilize reasonable marketing channel strategy. Followed by that, we need to set up an interest integration＇s intimately cooperative mode of marketing channel, to boost innovation of marketing channel and combination improvement. Also, we need to perfect marketing channels motivation system, to set up a speedy, effective and cooperative communication sys- tem and strengthen service improvement strategy.