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1、中小企业渠道运作三板斧（Smallandmedium-sizedenterprises,channeloperation,threeaxes）Smallandmedium-sizedenterprises,channeloperation,threeaxesInthecaseofmanufacturers'brandawarenessisnothigh,therearesomeproblemswithchanneloperation:1,itisdifficulttofinddistributorswillingtose
2、lltheirproducts;2,atpresent,mostdealerslackenthusiasmfordevelopingmarketsandpromotingnewproducts;3,mostdealersdonothavetheabilitytopromoteproductsandterminaldevelopment,maintenancecapabilities.Inthefaceofthissituation,manyenterprisesareatalosswhattodo.1,relyingon
3、theexistingtraditionalchannels,themarketcannotdoit;thereisnodealerbutdonotknowhowtodothemarket,oftenistoprofittothedealer,butalsoinvestalotofmanpowerandresourcestohelpdealersmakethemarket,theresultis"twomonksnowatertoeat,theresponsibilityisunknown,costlyandlabori
4、ous,themarketisnotdoagoodjob.2,enterpriseshavetotakeseveralmodesandmethodsused,suchasnetworkwholesale,directmarketing,selfoperatedchannels,selfbuiltterminals,auxiliarydistributors,terminalsandsoon.Intheory,thesemethodsareright,butthestrengthisnotstronginsmallandm
5、ediumenterprises,thischannelisneitherfishnorfowl.Inthepracticeofenterpriseservice,theauthorsumsupasimpleandeffectivewayof"threeaxe"channeloperation.ThefirstAxe:directKanxiangterminal.Thefocusofthemarket,manufacturersmustseizethestrategichighground,ornomarketbasis
6、,cannotfindthedealersinthemarket,enterprisesshouldstarttheirdirectmarket,setupsalesintheregionalmarket,bymanufacturersdirectsalesstafftodoterminalorganization.Forexample,aNorthwestwinery,Jiuquancityisthemainbase,pastdealersandmanufacturerstojointlydoalotofdrawbac
7、ks,notalldealerstopushyourproducts,manufacturersalsohavetheirhandstied,fearofaffectingtheenthusiasmofthedealers,whileforeignmarketCuanhuo,itsrootsaremostlyfromJiuquandealers.In2003,accordingtothemarketdevelopmentofnewmode,clearJiuquanCityfactorydirectsalesmodel,o
8、nceaclearstrategicdirection,manysmoothlydoneoreasilysolvedtacticalproblems,notbeforethedecisionnownolongerdiscussed,accordingtotheprincipleslaiddown,afterthema
