[分享]《如何建设与管理销售网络》主要内容

长青基业 发表于 2008-5-15 13:02:35

第一讲  如何设计销售网络1.      
前言2.      
设计你的销售网络3.      
销售网络机构的职责 第二讲  怎样建立伙伴式销售网络1.      
开发销售网络2.      
销售网络开发策略 第三讲   销售网络的设计1.      
怎样有效运作销售网络2.      
怎样有效管理销售网络 第四讲   怎样进行价格控制与终端控制1.      
如何控制市场零售价格2.      
直营模式下企业对终端的控制3.      
娃哈哈的销售网络管理 第五讲   如何提高销售网络覆盖率1.      
销售工作最终要解决两个问题2.      
可口可乐产品的22种销售渠道3.      
胜负决定在零售店 第六讲   如何进行销售渠道的终端操作1.      
如何加强硬终端建立强势品牌氛围2.      
如何做好软终端 3.      
如何做好产品的展示与陈列

长青基业 发表于 2008-5-15 13:05:35

导  言 不同的行业、不同的产品、不同的企业规模、不同的企业发展阶段，销售网络的形态都不相同，绝大多数销售网络都要经过由经销商到零售店这两个环节。销售网络的建立可谓千差万别，而日趋激烈的市场竞争要求网络经营更加深入和细致，所以网络已由“经营”变为“精营”、“广耕”变为“深耕”。市场在变，竞争在变。市场竞争日趋增强的激烈性和对抗性，要求企业经营更加深入化和细致化，不断提高市场资源的可控程度。而销售网络作为企业最重要的资源之一，其“自我意识”和不稳定性对企业的经营效率、竞争力和经营安全形成的局限和威胁却逐渐显现，对销售网络的重新整合成为企业关注的话题。第1讲  如何设计销售网络 【本讲重点】设计你的销售网络界定销售网络机构的职责今天我们所处的时代是一个网络的时代，我们所处的社会是一个网络的社会。工业企业，尤其是生产面向千家万户的消费品的企业，更是以网络生存，靠网络发展。<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" width="456" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; MARGIN: auto auto auto 5.4pt; BORDER-LEFT: medium none; WIDTH: 342pt; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr style="HEIGHT: 46.5pt; mso-yfti-lastrow: yes;"><td valign="top" width="456" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 342pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 46.5pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">销售网络销售网络（又称销售渠道、销售通路）是指产品从制造商手中传至消费者或用户手中所经过的各经销商联结起来的通道。</td></tr></tbody></table></div>企业生产的产品不会自动跑向市场，消费者也不是从企业仓库里购买产品，消费者是在零售店购买产品，因此当企业生产出产品之后，就必须考虑通过什么样的途径，利用什么样的方法，把产品从企业的仓库转移到零售店，呈现在消费者面前。 设计你的销售网络 如何建立自己的销售网络？企业建立销售网络是从设计销售网络开始的。<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; MARGIN: auto auto auto 5.4pt; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr style="HEIGHT: 54pt; mso-yfti-lastrow: yes;"><td valign="top" width="264" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 198pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 54pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">销售网络设计的三要素销售网络的长度销售网络的宽度网络成员的权利和义务</td></tr></tbody></table></div>

长青基业 发表于 2008-5-15 13:06:59

如何确定销售网络的长度<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; MARGIN: auto auto auto 5.4pt; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr style="HEIGHT: 31.5pt; mso-yfti-lastrow: yes;"><td valign="top" width="389" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 291.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 31.5pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">销售网络长度销售网络长度是指为完成企业的目标而需要的网络层次的数目。</td></tr></tbody></table></div>企业的销售网络有多长呢？网络长度的选择可以从直销（制造商直接到最终消费者）到三层网络（产品由制造商卖给一级批发商，再到二级批发商，再到零售商，最终到达用户或者消费者）。在一个短网络中（直销），企业直接将产品和服务卖给最终消费者，而不通过任何独立的经销商；在一个长网络中，企业要经过数层网络，最终才能将其产品或服务卖给最终用户或消费者。 1．四种销售网络长度企业设计的销售网络长度有以下四种情况：■直销　直销是指企业不经过任何一个中间流通环节，直接把产品卖给消费者。<shapetype id="_x0000_t75" stroked="f" filled="f" path="m@4@5l@4@11@9@11@9@5xe" opreferrelative="t" ospt="75" coordsize="21600,21600"><stroke joinstyle="miter"></stroke><formulas><f eqn="if lineDrawn pixelLineWidth 0"></f><f eqn="sum @0 1 0"></f><f eqn="sum 0 0 @1"></f><f eqn="prod @2 1 2"></f><f eqn="prod @3 21600 pixelWidth"></f><f eqn="prod @3 21600 pixelHeight"></f><f eqn="sum @0 0 1"></f><f eqn="prod @6 1 2"></f><f eqn="prod @7 21600 pixelWidth"></f><f eqn="sum @8 21600 0"></f><f eqn="prod @7 21600 pixelHeight"></f><f eqn="sum @10 21600 0"></f></formulas><path oconnecttype="rect" gradientshapeok="t" oextrusionok="f"></path><lock aspectratio="t" vext="edit"></lock></shapetype><shape id="_x0000_i1025" type="#_x0000_t75" style="WIDTH: 210.75pt; HEIGHT: 32.25pt;"><imagedata otitle="" src="file:///C:\DOCUME~1\ADMINI~1\LOCALS~1\Temp\msohtml1\01\clip_image001.png"></imagedata></shape>■一层网络　一层网络是指企业把产品卖给零售商，然后零售商再把产品卖给消费者。<shape id="_x0000_i1026" type="#_x0000_t75" style="WIDTH: 297pt; HEIGHT: 33.75pt;"><imagedata otitle="" src="file:///C:\DOCUME~1\ADMINI~1\LOCALS~1\Temp\msohtml1\01\clip_image003.png"></imagedata></shape>■两层网络　两层网络是指企业把产品卖给批发商，然后批发商把产品分销给零售商，最后由零售商把产品卖给消费者。<shape id="_x0000_i1027" type="#_x0000_t75" style="WIDTH: 272.25pt; HEIGHT: 32.25pt;"><imagedata otitle="" src="file:///C:\DOCUME~1\ADMINI~1\LOCALS~1\Temp\msohtml1\01\clip_image005.png"></imagedata></shape>■三层网络　三层网络是指企业首先把产品卖给一级批发商，其次一级批发商再把产品分销给二级批发商，然后二级批发商把产品卖给零售商，最后零售商再把产品卖给消费者。

长青基业 发表于 2008-5-15 13:07:47

<shapetype id="_x0000_t75" stroked="f" filled="f" path="m@4@5l@4@11@9@11@9@5xe" opreferrelative="t" ospt="75" coordsize="21600,21600"><stroke joinstyle="miter"></stroke><formulas><f eqn="if lineDrawn pixelLineWidth 0"></f><f eqn="sum @0 1 0"></f><f eqn="sum 0 0 @1"></f><f eqn="prod @2 1 2"></f><f eqn="prod @3 21600 pixelWidth"></f><f eqn="prod @3 21600 pixelHeight"></f><f eqn="sum @0 0 1"></f><f eqn="prod @6 1 2"></f><f eqn="prod @7 21600 pixelWidth"></f><f eqn="sum @8 21600 0"></f><f eqn="prod @7 21600 pixelHeight"></f><f eqn="sum @10 21600 0"></f></formulas><path oconnecttype="rect" gradientshapeok="t" oextrusionok="f"></path><lock aspectratio="t" vext="edit"></lock></shapetype><shape id="_x0000_i1025" type="#_x0000_t75" style="WIDTH: 340.5pt; HEIGHT: 32.25pt;"><imagedata otitle="" src="file:///C:\DOCUME~1\ADMINI~1\LOCALS~1\Temp\msohtml1\01\clip_image001.wmz"></imagedata></shape>2．长网络的优缺点■优点企业的销售网络长，它的优点在于使企业的分销能力大大增强。例如企业在开发某一区域市场时，把产品销售给一个一级批发商，然后一级批发商再把产品分销给10个二级批发商，每一个二级批发商把产品再分销给50个零售店，向50个零售店铺货，很快企业就能够把产品摆上几百个、上千个零售店的柜台，这样企业的分销能力就会变得很强。■缺点企业的销售网络长也有它最重要的一个缺点：鞭长莫及。销售网络越长，企业对销售网络的控制能力就越差，企业可以控制一级批发商，但是一级批发商下面的二级批发商、零售商，企业就无法控制。如果企业无法控制二级批发商、零售商，就会给企业造成许许多多的问题，例如降价倾销、窜货等等。 3．短网络的优缺点■优点短网络的优点在于企业对其控制能力很强。例如企业直接把产品卖给消费者，就不存在不正当竞争，就不会存在经销商之间压价、倾销、窜货这些问题。如果企业采用直营制，像可口可乐一样直接面向零售店铺货，那么就不存在降价倾销、窜货的问题。■缺点短网络最大的特点，也就是它的缺点：分销能力差。例如在上海市场上有4万家左右的零售店，如果企业要想直接面向4万家零售店铺货，那么企业该需要多少人呢？企业该需要多少费用呢？企业该需要多强的管理能力呢？

长青基业 发表于 2008-5-15 13:08:50

4．灵活运用销售网络长销售网络与短销售网络各有优点和缺点，因此，企业必须结合自身情况、产品因素、市场情况及经销商的情况来灵活确定采用何种销售网络。例如，我国有一家非常著名的食品企业，该企业在我国的一级市场采用了直营制，即一层网络的营销思路，例如他们在上海直接面向零售店铺货。在二级市场，采用两层网络，例如在省级城市，企业在市场上找一家批发商，通过批发商把产品分销给零售商，最后零售商再把产品卖给消费者。在三级市场，采用三层网络，例如在某省的地区市场上，确定一家一级批发商，通过一级批发商把产品分销给二级批发商，然后二级批发商再把产品分销给零售商，最后零售商把产品推向消费者。表1－1   销售网络长度与企业自身情况的关系<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">企业自身情况</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">短网络</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">长网络</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">规模</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">大</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">小</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">财务能力</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">低</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">对控制的愿望</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">低</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">管理能力</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">低</td></tr><tr style="mso-yfti-lastrow: yes;"><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">顾客了解程度</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">低</td></tr></tbody></table></div>

长青基业 发表于 2008-5-15 13:09:14

表1－2   销售网络长度与产品因素的关系<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">产品因素</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">短网络</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">长网络</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">容积</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">保存性</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">单位价值</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">产品标准化</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td></tr><tr style="mso-yfti-lastrow: yes;"><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">技术特性</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td></tr></tbody></table></div>

长青基业 发表于 2008-5-15 13:09:34

表1－3  销售网络长度与市场情况的关系<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">市场情况</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">短网络</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">长网络</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">顾客数量</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□小</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□大</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">地理分散度</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">顾客密度</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">销售耗用时间</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□长</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□短</td></tr><tr style="mso-yfti-lastrow: yes;"><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">顾客层次</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td></tr></tbody></table></div>

长青基业 发表于 2008-5-15 13:09:51

表1－4  销售网络长度与经销商因素的关系<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">经销商因素</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">短网络</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt;">长网络</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">存在性</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td></tr><tr><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">成本</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td></tr><tr style="mso-yfti-lastrow: yes;"><td valign="top" width="151" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 4cm; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">服务质量</td><td valign="top" width="96" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 72pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□低</td><td valign="top" width="123" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: #f4f4f4; WIDTH: 92.3pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-left-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">□高</td></tr></tbody></table></div> 【自检】诊断企业的销售网络长度。<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr><td valign="top" width="423" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 316.9pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">（1）你所在的企业销售网络的长度属于哪种情况？□直销    □一层网络   □二层网络   □三层网络   □其他</td></tr><tr><td valign="top" width="423" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 316.9pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">（2）你所在企业销售网络的长度与企业自身的情况是否相宜？□是      □否</td></tr><tr><td valign="top" width="423" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 316.9pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">（3）请你概述企业的销售网络长度：  </td></tr><tr style="mso-yfti-lastrow: yes;"><td valign="top" width="423" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: #f4f4f4; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 316.9pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt; mso-border-top-alt: solid windowtext .5pt;">（4）你的销售网络长度完善计划：  </td></tr></tbody></table></div>

长青基业 发表于 2008-5-15 13:10:24

如何确定销售网络的宽度<div align="center"><table class="MsoNormalTable" cellspacing="0" cellpadding="0" border="1" style="BORDER-RIGHT: medium none; BORDER-TOP: medium none; MARGIN: auto auto auto 5.4pt; BORDER-LEFT: medium none; BORDER-BOTTOM: medium none; BORDER-COLLAPSE: collapse; mso-border-alt: solid windowtext .5pt; mso-padding-alt: 0cm 5.4pt 0cm 5.4pt;"><tbody><tr style="HEIGHT: 32.6pt; mso-yfti-lastrow: yes;"><td valign="top" width="389" style="BORDER-RIGHT: windowtext 1pt solid; PADDING-RIGHT: 5.4pt; BORDER-TOP: windowtext 1pt solid; PADDING-LEFT: 5.4pt; PADDING-BOTTOM: 0cm; BORDER-LEFT: windowtext 1pt solid; WIDTH: 291.7pt; PADDING-TOP: 0cm; BORDER-BOTTOM: windowtext 1pt solid; HEIGHT: 32.6pt; BACKGROUND-COLOR: transparent; mso-border-alt: solid windowtext .5pt;">销售网络的宽度销售网络的宽度是指在销售网络中每一个层次上所需经销商的数目。</td></tr></tbody></table></div>销售网络的宽度一共划分为三个级别：独家分销、密集分销和选择分销。一般而言，当中间经销商力量很强，制造商急需这些经销商打开市场时，会选择独家分销。例如，许多国际品牌把某个产品在大陆市场的独家分销权授予联想。而当制造商品牌很强，消费者重复多次购买时，密集分销则是必由之路。 1．独家分销独家分销是企业在一个给定地区的每一网络层次上只有一个网络成员在分销制造商的产品或服务。独家分销的特点是竞争程度低、市场覆盖率低。在以下状况时，宜采用这种分销制式：■产品针对的是专业市场，市场容量有限，不适合作大面积密集分销；■企业（或产品）处于初入市场的阶段，既没有充足的资源作高水平的网络投资，对消费者购买行为也不是很了解，更谈不上对网络成员的吸引力；■企业（或产品）在市场上具有别具一格的高附加值和技术上的不可替代性，当消费者为了获取这种附加值时宁愿长途跋涉。例如某种特效药，某一著名医院，国家垄断行业内的某些产品等。在上述三种状况中，第一、第三种具有一定的特殊性，不具备代表性和普遍意义，第二种情况是企业经常遇到的。在这种情况下，厂商总是希望能和网络成员建立一种共生共荣、同进同退的密切关系，通过更多的联合与合作相互依存直至取得成功。而对网络成员来说，虽然前期不一定能得到高水平的网络投资，但可避开与其他竞争对手作正面冲突的危险。而且，当网络宽度逐渐增加时，网络成员可增加销售开支和人员以扩大自己的业务，而不必担心供应商会另觅高就，供应商亦同样借此获得了中间经销商有力的销售支持。■优势独家分销可以确保该经销商的利益，避免了与其他竞争对手作战的风险；能够调动经销商的积极性，而且从事独家分销的制造商还希望通过这种方式取得经销商强有力的销售支持，可以使经销商无所顾忌地增加销售开支和人员，以扩大自己的业务；可以有效的管理和控制经销商。■不足<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 楷体_GB2312; mso-hansi-font-family: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">如果企业只有一家经销商，那么市场掌握在经销商的手中，经销商就可能会挟市场以令企业。此外，由于缺乏竞争会导致经销商力量减弱，出现市场空白点，丧失许多销售机会。独家分销商在市场中占据垄断地位，因此容易使其认为他们可以支配顾客，对于顾客来说，独家分销使他们在购物时不太方便。

长青基业 发表于 2008-5-15 13:11:07

2．密集分销<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 楷体_GB2312; mso-hansi-font-family: 宋体; mso-bidi-font-size: 12.0pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: ''; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">在密集分销中，凡是符合制造商最低信用标准的所有网络成员都可以参与其产品或服务的分销。密集分销意味着网络成员之间的激烈竞争和产品的高市场覆盖率。密集分销比较适用于快速流转品，如牛奶、纯净水等。■优势在密集分销中，由于销售网络的高市场覆盖率，从而最大限度的便利消费者，推动销售的增长。密集分销中最重要的假定之一就是对分销的占有率等同于对市场的占有率。产品的分销越密集，销售的潜力也就越大。■不足在某一市场区域内，密集分销容易导致经销商之间为争夺市场机会而进行竞争，造成销售努力的浪费。竞争的结果常常会损坏企业的利益，例如经销商之间为了争夺销售机会而压价倾销，到处窜货，扰乱企业的市场秩序。竞争的加剧也会导致经销商对制造商忠诚度的降低，价格竞争的激烈又致使经销商对消费者服务水平的下降。同时，制造商所能提供服务的经销商数目总是有限的，制造商不得不花费大量的精力对经销商进行培训、对分销支持系统等进行评价，以便及时发现其中的不足。 3．选择分销选择分销是在网络成员竞争程度和市场覆盖程度之间寻找一种折衷的平衡。其网络宽度适中。在实际中，选择分销是最常见的。一般来说，选购类商品适宜采用选择分销。■优势选择分销比密集分销能够取得经销商的更大支持，同时又比独家分销能够给消费者购物带来更大的方便。■不足选择分销中常见的问题是如何确定经销商的区域重叠度。区域重叠度决定着在某一给定区域内选择分销与独家分销、密集分销的接近程度。高重叠率会造成经销商之间的一些冲突，但可以给消费者以方便；低重叠率会增加经销商的忠诚度，但却降低了消费者的方便性。

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