Channel training or Super male Super Girl?

Channel Marketing also entertainment IT industry marketing strategy, channel Marketing occupies a very important position. Since the earliest HP, IBM introduced channel training and management advanced way to China, 10 time, this China's market vein has been built quite mature. They opened the Chinese market channel training precedent, in China's IT market, the major software and hardware manufacturers, with the international leading brand and strong strength of the company, also have embarked on a new channel marketing model. This trend in the late 90 's has been the beginning of the prototype, channel training, the specific mode, has become a business in the marketing behavior of the indispensable components, and become the construction channels, management channels, an important means and ways. So far, AMD, Lenovo Company and several other enterprises, is in the Chinese market channel construction is very mature, but also the most dependent on the channel marketing model as the main operating mode of the world-renowned IT industry manufacturers. According to incomplete statistics, these enterprises in each sales quarter, for distributors, distributors, systems integrators Channel marketing activities, accounting for more than half of the enterprise market cost of funds. So, the channel training field in the marketing behavior in the end how much play the role? Analysts pointed out that, for a long time, channel training in the promotion of the core competitiveness of channels has been significantly effective, and formed a more stable training model. That is, product technology training, sales skills training, channel management level to improve the course of the Trinity of the classic training system. In addition, in recent years, the rise of e-learning training model, some enterprises also claimed to be the 3+e training marketing system, but as a experiential marketing in the context of the IT industry marketing behavior, the use of online mode to implement market training, has not yet formed a mature enough condition. On the one hand, online bandwidth can not fully guarantee the size of the vast channel, on the other hand, online training can not reach the manufacturer and channel emotional exchange, enhance the role of trust. Thus, online training has so far been a useful complement to the form of on-site training. But confusion also followed, the purpose of channel marketing is no doubt that all the objects of the product, talk about technology, the face of sales staff selling skills, the face of Channel management channel business philosophy. Whether these split marketing training models can do a good job of narrowing the relationship between suppliers and channels, and to what extent can the impact and control of the channel be strengthened, and to what extent can the channel identify with the supplier's corporate culture? For these problems, many channel marketers are also very difficult to answer. Market research has shown that training needs under the existing training system can be satisfied. Among them, 48% of the channel Enterprises will be "product technology training" ranked in the "most popular training content" first, the second is "Sales Training" (39%), while "consulting training" seems to be greatly neglected, only 0.5% of the channel enterprises have expressed the most want to receive training (the target audience is limited to the channel executives concerned). The problem, then, seems to be getting clearer. From the level of training content, content structureBasically there is no problem, but the training method is worthy of careful scrutiny. So, we might as well take a look at a recent channel training competition-not long ago, AMD held a "channel ' core ' hero, Elite training competition" activities, immediately caused a lot of people in the industry's heat assessment. As an alternative channel marketing case, from the activity of the network audition began, has been a lot of channels and media attention. After the national five major division to the final national finals, but also in full swing for two months. To the final stage of the project, almost no channel and store salesman who marketed AMD products did not know the Channel elite competition. In fact, whether it is an audition or a final, IT industry channel training can not be like "Super Girl" as the competition singing and dancing, but the use of young people keen to express themselves, the characteristics of individuality, the day-to-day sales of products and technical aspects of the knowledge and skills borrowed a more fresh and interesting shell. In this way, channel training in the entertainment symbol and warm atmosphere in the hearts of the popular. "I know why we succeeded because of the theory of precision marketing," said Ringta Yang, a senior planner at Heng Rui's communications group, as the marketing planner. We are the center of training the audience's bull's eye, and selected a most flattering way, happy, a project can do so successful, I am also very happy! "All the fresh attempts come from an interesting idea: Channel training can also be public entertainment." A lot of experiential marketing experience, all relish the idea of bold channel training innovation, and even the play abused to call it the Super male super girls. However, regardless of the form, as long as the ultimate effect of channel training, then it can be called a successful marketing case, which led to more people in the industry thinking.