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1、如何以渠道扁平化创建市场竞争优势（Howtocreateaflatchannelcompetitiveadvantage）Foralongtime,enterpriseshavecreatedcompetitiveadvantage,usuallyfromproductstrategy.Consistentwiththis,Chineseenterprisesalsohavefolloweddecadesofzeroverticalregulationmulti-levelsalesmodel.Typically,suchasChina'sautomarket,thisve
2、rticalmulti-levelmarketingsystemhasbeenpopularinthepast.Thispyramidmarketingframeworkreducestheefficiencyofchanneloperation,delaysthearrivaloftheproductinthehandsofconsumers,leadingmanufacturerstocontroltheterminalconsumerinformationdistortion,therebyincreasingmarketingcosts.Inaddition,the
3、pyramidsystemmaytransferpartofthesalesrisktothedealer,whilethedealergivesbacktoretaliatorymeans,butitmakesthemanufacturersdifficulttomonitorthequalityandserviceofsales.Ifthenegativeimpact,itwilleventuallythreaten,ifthingsgoonlikethis,theimageoftheenterprise'sownsurvivaland.Inviewofthis,Sha
4、nghaiGMdecidedtointroducetheUnitedStatesgeneralmarketingmodel,toestablishitsownflatfranchiseregionaldistributionnetwork.Thus,ShanghaiGMbecametheleadinggooseintheflatchannelofChina'sautoindustrywiththepioneeroffranchisedstoremode.Deeply,thewaytocreatemarketcompetitiveadvantageisfarmorethanp
5、roductstrategy.Besides,asmallnumberofmultinationalcompaniesandlargeenterprises,thevastmajorityofenterprisesR&Dcapacityisinadequate.Thisfundamentallyrestrictsthecountlessenterprises,itisdifficulttodirectlythroughproductstrategy,toachievetheirownbusinessobjectives.Inaddition,intoday'sincreas
6、inglyhomogeneousproducts,prices,advertising,moreandmoreenterpriseshavefoundthattheuniqueadvantagesoftheproductalone,itisdifficulttowinthecompetitiveadvantageinthemarket.Inthiscontext,themajorityofenterpriseshaverealizedthatonlytheintegrationof"channels"canproducecompetitiveadvantageofmarke
7、tdifferentiation.Thus,marketingchannellogicaltobecomethefocusofenterprises,andalsobecometheenterprisewinningweapons.Therefore,thefutureenterprisecompetitionisnolongerpureproductcompetition,andmoreisthecompetitionofmarketingchannels.Inthesupplyofgoodsintheera,m
