摘要
随着市场竞争的不断加剧,渠道优势已经成为企业必不可少的竞争优势。只有通过不断激励渠道成员,提高其分销能力和忠诚度,企业才能建立起一个长期导向、高效的伙伴型分销系统,获得渠道优势。本文首先论述了对中间商激励的必要性,接着较系统地论述了对中间商激励的两种主要方式,即直接激励和间接激励。
As marketing competition becomes dog- eat - dog, distribution channel advantage is absolutely necessarily competitive advantage for the enterprises. No other than motivating channel members perpetually to advance their distribution ability and loyalty, the enterprises can set up a long- oriented and high efficiency distribution system, and obtain channel advantage. We first discuss that it is necessary to motivate the intermediaries, and then discuss systemically the two main kind of motivating modes, which are direct mode and indirect mode.
出处
《黑龙江对外经贸》
2006年第6期76-78,共3页
Heilongjiang Foreign Economic Relations and Trade
关键词
分销渠道
中间商
激励
distribution channel
intermediary
motivating
