Tolstoy has a famous saying, "Happy families are the same, and unfortunate families are different." Many successful companies such as Coca-Cola, Wahaha, Master Kong, and Uniform have their own successful channel models. Unsuccessful companies have many other reasons besides the lack of a successful channel model. Especially in the market environment where product homogeneity is serious, advertising cost is too high, and the audience is dispersed and the competition is becoming increasingly fierce, the function of the channel is even more important. How to create a successful channel model? The author believes that the successful channel model needs to have the following four basic conditions: 1. Business leaders must have correct thinking and understanding. The successful channel model comes from the strong entrepreneurial spirit of the company's leadership, the correct sense of direction and the standard of “suitable is betterâ€. Comprehensive Mengniu's rapid development process, although its success in the technical level of success (products, capital, event marketing, etc.), is essentially the success of entrepreneurial thinking. 2, have a vision, willing to invest. Not only seeing the immediate future, but also seeing the future of the enterprise, as Drucker said, "To use today's resources to fight for tomorrow's hopes", we must have a strategic vision. If you only pay attention to the immediate interests and survival, only personal gains and losses, too realistic, will become a vulgar, and the results of their actions can only choose to follow the trend. In addition, the necessary investment is a prerequisite for exploring and building a successful marketing model, and there is no output without input. The resources of the enterprise are always scarce, so there must be a second set of plans. With the second set of budgets, it is the true determination and commitment of the leaders to create a successful marketing model. 3. Be brave in innovation and keep practicing. When we have the top and the second basic conditions, with the spirit of enterprising, the right direction and vision, the willingness to invest, and the risk, we still need the spirit of innovation and continuous practice. Because the creation of a successful marketing model requires not only the support of the correct level of consciousness, the protection of resources, the design of scientific and effective programs, but more importantly, it is necessary to use actions to create and test with practice. 4. Advance with the times and improve in the dynamics. The market is constantly changing, and the channel model is dynamic and needs to be continuously improved in the process of progress. Coca-Cola is known for its direct sales model of direct control terminals. Through years of improvement, the marketing model of direct sales and channel deep distribution is now based on the Chinese market; Amway is known for its direct sales model for consumers, and through years of improvement, it is now directly The marketing model of the store dominates the Chinese health care product market; Master Kong has created a marketing system for the sales system between the Wahaha network model and the Coca-Cola direct sales model, and the latecomers are in the top, and the two music and Wahaha become the three pillars. Wahaha's successful online sales model was not achieved overnight, but was formed through continuous improvement. From 2000 to 2007, Wahaha continued to carry out network rectification activities every year, through adjustment, order rectification, and elimination of unreasonable dealers. And sales executives to maintain the vitality and passion of the market, so as to continuously improve the channel distribution ability and market control ability. Spread the net, close the net, repair the net. Spread the net again, through the dynamic network construction, gradually establish a strong and controllable sales network. This is the secret of the success of Wahaha's construction of distribution channels. The full frame spectacle frame is a common type of spectacle frame now. It is characterized by firmness, easy setting and strong hardness. Full frame glasses frame with metal, plate two materials of the majority, style partial movement, fashion, for the present young people chased, diversified style, rich color, and can cover a part of the lens thickness, beautiful beauty. Suitable for all kinds of people, wearing comfortable face modification, there is always a trouble for you to make you have no choice. Full Frame Optical Glasses,Full Frame Glasses,Full Frame Glasses For Men,Black Full Frame Optical Glasses China Guangdong Shenzhen city Omelle glasses Co., Ltd. , https://www.omlglasses.com
The author believes that successful marketing models are often formed in two situations. It is unconscious to rely on the former. In the marketing practice, enterprises are gradually formed unconsciously due to historical reasons, accidental factors or following feelings. As we all know, advertising + channel is a more sophisticated marketing model used by Wahaha. However, Wahaha's huge advertising investment (over 6.8 billion over the years) is not copied by ordinary companies. It is estimated that even Wahaha can't think of it because the accidental attempt has become a common magic weapon for Wahaha to win the market; the second is conscious. . Driven by the strong sense of consciousness and direction of business leaders, through continuous efforts and exploration, we gradually created them. The success of Mengniu Time Marketing belongs to this situation, from the “Creating the Second Brand of Inner Mongolia Dairy†strategy in 1999 to the promotion of the brand by “SARS†in 2003, from the “Super Girl†in 2005 to the Speech of Premier Wen in 2006. Mengniu’s horn of “a pound of milk a day, strong Chinese!†blew throughout China.