7.11 : 渠道管理决策

Channel management decisions include selecting, managing, motivating, and evaluating channel members' performance.

During the selection process, such as choosing wholesalers, retailers, and distributors, evaluating compatibility in goals, values, service levels, and long-term objectives is crucial.

A sustainable partnership requires alignment in reputation, customer needs, market reach, capabilities, and commitment.

In managing and motivating channel members, clear communication of expectations, goals, and performance metrics is essential to ensure alignment with the company's overall strategy.

Implementing incentive programs, both financial and non-financial, motivates channel members to enhance their performance.

Additionally, providing training and support improves the capabilities of channel members in representing and selling the company's products.

Finally, performance metrics like sales figures, customer satisfaction scores, and adherence to distribution timelines are established for evaluating channel members.

Regular assessments, along with fostering a collaborative relationship, facilitate the identification of improvement areas, address challenges, and optimize the overall performance of the distribution network.