As a result of mode of product, channel and market environment different, the management of most floor company to terminal also is put in the difference with bigger move. Some floors enterprise relies on agency to make the world, think administrative terminal is the thing of agency, do not have enterprise of floor of some of; of too big concern to rely on terminal to have a meal with floor enterprise itself, think terminal just is essential, all matters, need betrothal force is in person, distain to be considered to intermediate link. These two kinds of train of thought, it is two extremes that terminal government works, most floor enterprise still can undertake allowing to decide to terminal, wait for sound program according to floor market demand, environment, carry out active and active management to terminal.
Terminal is the place that product and consumer meet, also be the rich soil of brand of be pregnant with. Terminal runs the stand or fall of the effect, matter to the market performance of floor company product directly. Floor enterprise makes product promotion, often be to pass agency of a few ad to undertake conduct propaganda, pass the information of a few foundations that affects a product to consumer, perhaps can participate in incoming activity through organizing a few consumer, those who improve a product is famous degree, make consumer produce product acknowledge. Will tell from effective promotion effect, these manage action, of the influence is the consumer with one special share only, have huge chance and uncertainty. True consumer, just know product, understanding product in consuming a process mostly, form brand preference through long-term spending, and the desire that they buy product, generation to try, finish inside floor terminal inn mostly.
Also accordingly, in the market big environment produces metabolic circumstance to fall ceaselessly, terminal management has taken seriously for floor company place more and more. In work of government of a lot of sale, alluded terminal of ” of “ terminal get the upper hand of, “ is the concept such as king ” , promoted a very high administrative levels terminal government. Floor enterprise is restricted as a result of place of manpower material resources before, perhaps be not worth because of the understanding to floor market control, to the management of floor market, to agency this one class stops suddenly, how to do as to floor terminal, had not considered at all. A kind of more general view is, “ was in charge of agency to go, terminal is so much, be in charge of how possibly again come over ” . Come so, numerous terminal resource also became in a state of disunity, cannot form resultant force not only, change floor market jointly, still meet even by the competitor each checkmate.
The case that a lot of terminal administration fail tells us: Ignore terminal government, laissez-faire, do not try standard and tie, can cause terminal out of control not only, cause product crisis thereby, also can bring about floor market network to break down at the same time, for the floor the enterprise brings unexpected disaster; and exorbitant depends on terminal, also can bring about terminal complacent mood is rising, mutation odds increases considerably, become bury to be on floor market an another time bomb. The fact proves, how to run terminal effectively, it is the problem that company of almost all floor should think really.
Terminal management end rises have 7 words: 5 ask, 4 look, 31 appearance. These 7 words. The place in generalizing the course that floor industry is running terminal effectively wants everything what do.
One, 5 ask: Ask sales volume, ask benefit, ask a trend, ask demand, ask competition.
Ask sales volume, it is to understand product market to behave, study the way to deal with a situation actively according to different situation, through thinking to adjust supply and demand is balanced, reach stable price, dredge access, the purpose of further beneficial result.
Ask benefit, it is to understand terminal to run a state, the price that judges a product is reasonable, terminal has how old profit space, whether does management level remain to rise, offer reasonable opinion and proposal for terminal thereby, the level of management that improves terminal operator and management level.
Ask a trend, it is to understand the lifecycle of the product reasonable, prospective floor market produces what kind of change likely, discover opportunity and menace actively, so that adjust product line in time, nip in the bud.
Ask demand, it is to pass the communication with terminal, reflect floor enterprise to be spent to the heavy visual range of the market, channel, deepen feeling further, the development that stimulative manufacturer concerns. Also pass the understanding of pair of floor market demand at the same time, the deepness of sound program channel and broad, had made new product research and development and product structural adjustment actively.
Ask competition, it is to know floor market information, master contest in time to taste trends, raise decision-making efficiency and accuracy rate, establish quick response mechanism, enlarge capacity of product core competition, perfect market barrier ceaselessly.
2, 4 look: Look display, treat stock, see passenger flow, see a record.
4 looking basically is to understand floor terminal run a condition actually, discover the problem that exists beyond forms for reporting statistics and inadequacy. Actually border action is the monitoring strength that increases pair of floor markets, terminal, uphold favorable market order, discover in time and handle the market to violate compasses behavior; 2 it is judgement terminal in storefront the environment is decorated, the client service, issue that extends the respect such as transmission, help terminal establishs brand consciousness, the control capacity that increases pair of markets and; of ability of meet an emergency the 3 effectiveness that are play business delegate, make sure floor company policy gets fulfilling, each bits of investment can produce actual result.
3, 31 appearance: Like handling a problem to resemble a police, like caring consideration to resemble family, like giving aid to the help resembles a teacher.
Like handling a problem to resemble a police. Justice is fair, impartiality not to, handle affairs strictly according to the system, both neither say turkey to one and bazzard to another, care of care of; of not eclectic also self-surrender resembles family same. The relation between floor enterprise and terminal, although say,not be very close together, but also be not absolutely Party A Party B. Floor terminal also is one of channel members, it is the fundamental unit of market network, necessary care is shown loving care for, it is a floor mutual trust is established between the manufacturer, the assurance of the harmonious relationship of mutual understanding, also be the efficient way that makes sure terminal faithfulness is spent at the same time. Like giving aid to the help resembles a teacher. Terminal does not have all sorts of resource like the enterprise, the limitation with often existing certain in the respect such as conduct propaganda of program of market control, product, sales promotion. A few older terminal, the likelihood sets special orgnaization, the foundation such as plan of the brand management of responsible interior, sale works, but lesser terminal does not have this kind of capacity commonly, accordingly, like the teacher be good at teaching, active and active side helps terminal up, be terminal grow make sound program, as far as possible share of all kinds resource with terminal, also be the main measure that promotes the market camp and competition ability.
In addition, still a few keywords are worth us to think, try to carry out in the process that works in terminal management. It is “ borrows a boat to go to sea ” . Namely reasonable use terminal resource, wait to be acted the role of into luggage to head of storefront, caboodle, goods shelves for instance, develop sales promotion activity in terminal regularly, the staff member of requirement floor terminal unites an outfit, unified say a word to wait. 2 it is ” of “ know one’s subordinates well enough to assign them jobs commensurate with their abilities. Terminal can be divided according to management means for straight battalion terminal, terminal holding battalion concurrently, can divide again according to actual strength of dimensions, business area, capital for 369 etc, the terminal of different type, the effect that in real product the place in extending a process has is different also, those who adopt is the method that manages accordingly, politic, also should distinguish somewhat. 3 it is “ with changeless should 10 thousand change ” . Terminal is changing all the time, someone opens a store newly, at the same time also can an inn is shut, perhaps saying is to turn make other product, but the fundamental management system of floor enterprise cannot run, the regulation that floor market runs cannot change. 4 it is “ bosom friend knows those ” . Somebody thinks terminal amount is larger, cover a range wide, management rises too complex, need many manpower material resources, this is a kind of evadable actually. If say we established detailed terminal record, can update in time, always pay close attention to the change of terminal, terminal management is not the imagination is medium so complex. The most crucial is, had adequate knowledge to terminal only, ability makes sure the palm dominates the market, check leakage fill a vacancy.
If floor enterprise, jobber, terminal, consumer is same a chain, long have long profit, short have short characteristic. If floor market is same piece of net, consumer as the fish in water. Mesh is too big, big fish joins a network admittedly, but after all the amount is limited, small fish is very much, easy however and go; mesh is too small, meet again mud and sand are carried along-there is mingling of good and bad, take time is arduous, also give a fish left evasive space. Not likely net can catch more fish greatly, the choice of the size of the time of net, strength, place, having conclusive effect to the result, terminal management is likewise such.
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