便携式音响产品销售渠道的拓展研究

Portable Audio Product Marketing Channel Expanding

目前,我国便携式音响的销售渠道主要集中在传统渠道,这种渠道模式过于单一,渠道成员呈金字塔结构分布,不利于企业的发展。企业经营者应加强直销渠道网络建设和渠道成员的管理,构建以顾客需求为导向的"逆向渠道"营销网络,使渠道成员由交易型关系向伙伴型关系转变,开拓扁平化、多元化的市场销售渠道,使之朝着健康有序的方向发展。

Traditional channel is the main marketing channel of portable audio devices in China, which is to the disadvantage of enterprise development as the pattern is excessively single with the member distribution of a pyramid structure. Business operators should enhance the construction of a direct sale channel and management of channel members, establish a customer-oriented marketing network, the＂re- verse channel＂, alter the relationship of channel members from trade relation to partner relation, and develop flattening and diversified marketing channels to ensure the healthy development of the channels.