Press Marketing Channel Management Research
|School||Beijing Institute of Printing|
|Keywords||Marketing channel Channel design Credit management Channel member management CRM|
Beginning in 1982,press began to build their distribution channel, and after nearly 30 years, great changes have taken place. Marketing channel shift from the single model to diversity.Breaking the monopoly of Xinhua Bookstore,now private bookstores have great development in wholesale and retail, and at the same time, online bookstores are widely used in daily life.With the channel member more and more, press have not changed the channel management and remain the extensive management.Now all kinds of channel conflicts, funds period gets long and long, recoverying debt is getting difficult.all of above have restrict the development of press.Based on survey and analysis on the status of marketing channels,I found that there existing in the high cost of channel management, channel structure is irrational, and the channel members have a range of issues such as lack of credit management. With the range of issue.I put forward some way to design the marketing channel,according to books features,press strength.the market demands and channel marketing goals.to choose marketing members with two kind of idea and how to choose the marketing members.After that, I find there are three areas to strength manage the channel members.such as in channel members management.credit management and CRM.In the managements of channel members.evaluation criterions and incentives have been drafted. with the credit management,I put forward the method of formulating the credit policy and stress of transaction.On the CRM.I advise the press to build the customer database.to collect the customer data.at the same time.I have designed some tables which are used to record customer transaction.Customer service.exact inventory management and information management are the key of CRM. We should make meticulous management our channel members, so beginning from the book issues to the debt recovery, to build from the trading relationship and to strategic cooperative partnership.