渠道调研的定义和方法.docx

actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building underilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
　　我们在调查过程中要对调研结果和产品特点进行思考和分析，以考证调研结果是否正确、合理。
　　渠道宽度指每一层次中同类经销商的数量，即企业共有多少个一级、二级……经销商，渠道的宽度主要有三种方式：
类 型
模 式
独家经销
指企业在一定的市场范围内，只选择一家某种类型的经销商销售本企业的产品，并与经销商签订独家经销合同，规定其不得经营竞争产品。
选择性经销
指企业在一定的市场范围内，选择少数几个经过挑选的，最适合的经销商经销其产品。
密集型经销
指企业尽可能地通过大量的，符合最低标准的分销商参与其产品的销售。
　　在调查企业渠道宽度的过程中，首先要了解企业的产品、品牌、市场特点。一般情况下，企业产品市场覆盖面较小、竞争程度较低时常采用独家经销的模式，比方欧姆龙健康产品在大连、青岛等非重点销售城市，由于销售规模有限，因此仅设立一家企业作为一级代理，该种模式的优点是企业对经销商控制能力强，弊端是对经