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1、分銷基礎(chǔ)(1)關(guān)于改變流程的想法股東資金回報(bào)率流動(dòng)資金回報(bào)率X(1+)負(fù)債比例資產(chǎn)密集凈利率毛利率成本結(jié)構(gòu)流動(dòng)資金周轉(zhuǎn)率流動(dòng)資金周轉(zhuǎn)天數(shù)存貨天數(shù)應(yīng)收帳款天數(shù)應(yīng)付帳款天數(shù)X+財(cái)務(wù)依據(jù)分銷商的角色是:1.庫(kù)存2.管理資金的風(fēng)險(xiǎn)3.處理定單2nd-TierRecruitmentandManagementWholesalerAlignmentRecruitmentCertified2nd-TierManagementFundingManagementITsystems,ResellerSalesCenterSetupandmanagementTargetrightpartners,Ge
2、ographyProductLineCoordinationsChannelMarketingISVSolutionDevelopmentWholesaler:ACityMarchAprSHHGZCHDSHYWk1wk2wk3wk1wk2wk3Wholesaler:BCityMarchAprSHHGZCHDSHYWk1wk2wk3wk1wk2wk3HP/W/SAlignedRecruitmentPlanCityMarchAprSHHGZCHDSHYWk1wk2wk3wk1wk2wk31998CertifiedResellersCityResellerSMESIISVsBJSHH
3、GZCHDSHYNJFundingManagementMonthSell-thruRebateCoopBJSHHGZAprMayJuneAgendaPresentationFormatResourcesHP’spresentationW/S’sSessionpresentationComputerPrinterTelephoneDataDiskTelesalesLinkage/FollowupSMEAccountCall/ManagementCalendarProductLineTrackingContractMilestoneCheckFundingUtilizationCo
4、verageTrackingSolution/ISVdevelopmentCertificationTempResourcesPerformanceMeasurement/TrackingChannelMarketingPackageApplicationCertificationAPCICLiteratureTrainingCommunicationToolsHPShopfrontSupportIDCDatabaseHPDatabaseHuiCongDatabaseCBIDatabaseIBMCompaqDatabaseFinalDatabasebycitybyPL,Sett
5、gtCity,#resellerProductLine:V-linePCScheduledProgramsCategory:Reseller,SP,SIQualifyfor:MarAprMayGoldYesYesYesSliverYesYesYesBronzeNoNoNoProductLine:NetServerScheduledProgramsCategory:SolutionProvider,SI,ISVsQualifyfor:MarAprMayGoldYesYesYesSliverYesYesYesBronzeYesYesYesMDM’sProgramPackageISV
6、SOLUTIONSIndustrySolutionBundle,SMEPackofferetc...OAAccountingInternetEducationHotelExtendedStorageSmallOfficeNetworketc...ABCDEFGCityPartners1234567SHHGZCHDSHY產(chǎn)品生命周期與市場(chǎng)發(fā)展市場(chǎng)策略渠道策略市場(chǎng)開(kāi)發(fā)市場(chǎng)教育局部渠道渠道開(kāi)發(fā)定義目標(biāo)市場(chǎng)區(qū)域控制渠道發(fā)展龍卷風(fēng)前的準(zhǔn)備開(kāi)放式渠道提高渠道效率市場(chǎng)拓展大眾市場(chǎng)宣傳衍生產(chǎn)品市場(chǎng)占有率與廠牌宣傳更開(kāi)放渠道以占領(lǐng)市場(chǎng)渠道優(yōu)化渠道結(jié)構(gòu)飽和市場(chǎng)停止市場(chǎng)投入產(chǎn)品打包拓展渠道業(yè)務(wù)誕生期
7、發(fā)展期成熟期衰退期市場(chǎng)領(lǐng)先接受者主流保齡球道龍卷風(fēng)廢型高創(chuàng)意高效率如何達(dá)到利潤(rùn)目標(biāo)制定明確的用戶市場(chǎng)目標(biāo)確定合適的渠道需要(種類和數(shù)量)選擇和發(fā)展銷售伙伴制定管理政策渠道代理和約報(bào)酬模式獎(jiǎng)勵(lì)計(jì)劃培訓(xùn)及發(fā)展商務(wù)計(jì)劃代理和約二級(jí)代理認(rèn)證季度或年度獎(jiǎng)金市場(chǎng)合作經(jīng)費(fèi)價(jià)格及折扣產(chǎn)品或市場(chǎng)促銷渠道健康計(jì)劃渠道開(kāi)發(fā)獎(jiǎng)金培訓(xùn)策略性聯(lián)盟建立企業(yè)服務(wù)特色經(jīng)銷商滿意度調(diào)查代理商如何達(dá)到供需平衡?如何減少渠道互相惡性競(jìng)爭(zhēng)?如何安排財(cái)務(wù)合作?制定產(chǎn)品與利潤(rùn)目標(biāo)創(chuàng)新的渠道高效的渠道市場(chǎng)占有率利潤(rùn)早期成熟下坡要適應(yīng)市場(chǎng)與
