A neglected way in the marketing of affiliate marketing

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The modern enterprise marketing way is various, the traditional marketing way divides into the line on-line two kinds, is the internet-based marketing mode, the Internet marketing should be regarded as the general term of the online marketing, and the offline marketing uses most is the promotion activity, this kind of marketing method is by many merchants, Enterprises in the use of but has not been the importance of marketing methods-membership marketing.

In the marketing of FMCG, the choice of channel mode is related to the speed, rate and efficiency of the operation of the goods. Many enterprises in the establishment of sales channels, to spend a lot of human, material, financial resources to maintain the network, prevention network, and to maintain a high level of vigilance-a very accidental factor, a casual error, can lead to the collapse of sales channels. Therefore, the safe, stable channel construction becomes the most important problem that the FMCG enterprise faces at present. How to condense the power of the channel.

China is undertaking a profound industrial restructuring. New business patterns and business models continue to innovate, and traditional business models such as fairs, wholesale and even remote mountain fairs still play an important role. Faced with the new and old channels, the face of knowledge, experience, uneven management of a large number of potential customers, enterprises in the construction of distribution channels should be considered how to provide distribution members more, better and more comprehensive services to achieve sales. These services are for the vast number of township market network, wholesale and retail and service network to create new business value, the realization of channel occupancy, channel circulation speed, channel flow maximization. Under such premise, the member marketing becomes one kind of link enterprise and the market solid channel pattern.

Membership Marketing model is a kind of expansion of business scale, solid sales channels, unity distribution members and service distribution members of the method, it uses the system management and long-term channel planning, the use of enterprise products, brand, visual identity, management model and interest mechanism to maintain distribution channels, and the formation of relatively fixed member organizations, Realize the function of benefit sharing, pattern sharing, information communication and experience exchange. It is deep relationship marketing.

The member system makes the Channel core link form the community

In the traditional mode of manufacturers, multi-level agents, terminal retailer three power separation, each channel members to the pursuit of the maximization of individual interests as the goal, each other to encroach on each other's interests, especially large agents and retail terminals by virtue of their strong position, even for short-term benefits at the expense of the overall interests of the channel For the manufacturers located at the top of the channel, it is also inevitable to face their own sales force implementation of the weak confusion-from the headquarters to the regional multi-level management can not form a strong monitoring, staff generally lack of the operator's self-awareness led to the sales force of LAX, the three monks do not drink the phenomenon of water, Is that many brands in the market to promote the failure of the reasons.

and the member marketing channel strategy has made an effective attempt in this aspect:

(1) The establishment of a simple sales channel system, that is, to shorten sales channels to the maximum, to achieve flat channels, to avoid multi-level sales network leads to the further distribution of channel profits;

(2) To minimize conflicts of interest between the channels (especially between manufacturers and agents) in the distribution of interests made clear provisions, and the corresponding implementation measures to avoid the manufacturers and agents in the marketing costs and profit space babbling more than the wrangling, improve sales so as to gain market share, profits become the goal of joint efforts of both sides;

(3) Clear division of labor, manufacturers responsible for quality management, brand communication and marketing guidance, responsible for price control and rebate control, for the agents to profit and success to provide more favorable conditions and maintenance; The agent is responsible for the first line market specific affairs, membership system operation, so that the original loose agent into an integrated system Manufacturers and agents of the relationship between you and me into our relationship, for their own is also the goal of both sides to work together to achieve a mutually beneficial situation, so as to establish a long-term solid business interests community. Members of the first level are committed to expanding the hotel, catering, wholesale or retail network, to create the best interests for themselves, to obtain a rebate, to obtain a higher level of membership treatment.

Second, the membership system to meet the dealer's pursuit of profit

Looking at the fast-moving consumer goods industry, "famous brand has no profits, no profit, no sales" of the circle so that the vast number of dealers headache, to find an existing development prospects can improve sales and price difference space to achieve profits has become a lot of dealers, especially small and medium-sized dealers the most concerned about. Channel reengineering, and distributors to form a sales community, the need for adhesives, this adhesive is "interest", membership marketing channel design reflects this very well.

(1) strict interest protection policy. Members of the marketing model carefully selected terminal-type distributors, leading distributors to develop hotels, restaurants, wholesale, retail fixed customers, the formation of core sales, a good own "one mu three points" to create a single product of the largest sales;

(2) Membership marketing model will return to cash, enhance the membership level, expand the sales area and other forms embodied in the incentive, its strong bonus system and sales ladder rebate will make the same marketing costs than advertising operation better results, so as to achieve advertising and market share possession of the purpose; Especially in the face of rural market or urban-rural integration of the market, is more practical.

(3) with the help of the company's efficient headquarters functions, effective marketing communication and promotion means, can enhance brand awareness, effectively improve sales; Membership Channel design makes distributor product sales and profit maximization become possible, effectively dissolve the "famous brand has no profit, a motley profit and no sales" of the circle.

Membership system enables enterprises to focus more on core functions

Many terminal brand operating mode, dubbed as "Nanny", not only busy headquarters, but also command a huge sales team to assist terminal sales, dealers become "Shang". To make a huge sales force to play its full role, the need for an enterprise with superb management standards, and for many FMCG enterprises, the current does not have such management capabilities, the implementation of the sales force is extremely weak, light causes the enterprise marketing resources of a large amount of waste, heavy drag across the enterprise.

The Channel function Division of the member system, so that enterprises get rid of the excessive entanglement in the specific business, more focused on product development, brand communication and marketing guidance of these matters related to the core functions of enterprise development; Members at all levels share many of the jobs originally owned by the company's sales force in the specific market operations, because of their management in place, Results will be greater, help enterprises streamline sales establishment, maintain the efficient operation of the sales force.

For members, it is free from the traditional low-level, low-level operation of the situation, the main effect is: a. Operating a certain product stable and reasonable profit

B. To reduce the cost of operating products and increase profits, so that the variety of business more reasonable, more scientific

C. With minimal capital expansion

D. Possible development of new resources

E. can focus on sales

F. Wider distribution

G. Affiliate network Business system further increases the life cycle of the products being operated

H. The operating system adopted is a practical experience

I can enjoy the famous brand

J. Support and assistance from member centers

K. Franchises in designated areas

L. Enjoy the preferential price of bulk purchase in the system

M. access to the management, legal and financial guidance of the Member center

N. Shared databases, information sources

O. Sharing training materials, outreach methodologies

P. Exchange of views among many Members

"Marketing channel management can change the rules of the game," the development and management of new and unique marketing channels for membership and the transformation of corporate functions will revolutionize the company--predictably, when your business builds a nationwide sales network and builds an unbreakable partnership with thousands of small dealers, Your company will have the unmatched strategic competitive advantage of other enterprises, even in the face of the competition of transnational giants, can still calmly deal with.

(Chinese member net original article, if need reprint, please contact yedom@126.com)