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优秀营销渠道成员的职责,对各渠道成员的市场区域划分和责权划分

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-05-27 09:45:17 查看次数:

优秀营销渠道成员的职责,对各渠道成员的市场区域划分和责权划分

   (1)在合作开始时,应明确双方的责权划分,明确促销由谁负责的问题,佣金标准是多少,怎么结算,以免由于职责不明,导致今后的合作产生阻碍。
   (2)对各渠道成员的市场区域应有划分,以免各渠道成员之间争夺市场发生摩擦、冲突,而有的空白市场却无人开发,影响销售效果;而且这种“内部矛盾”现象会令顾客对酒店市场经营水平和能力产生质疑。在市场发展潜力有限或趋于饱和时,尤其应明确划分范围与职责。当然,这也应视具体情况而论,有时限制过于苛刻,也会错过一些市场机会。可在大致划分的基础之上,为前景好的新市场留下较大灵活性。
   (3)与旅游中间商商议确定目标。这些目标应可以度量,可供酒店日后评价渠道业绩。同时,渠道也可用来审视自己的工作情况。
   (4)对各渠道的营销成本预算、资源分配及时间表等应在营销计划中有所体现,以保证营销组合的统一性,以及渠道成员每项活动的进展情况。
   (5)以真诚的合作意愿为基础,假如遇到不同意见,应本着共同协商解决的原则,以达到“双赢”(Both-Win)的目的。
   (6)加强各渠道成员的沟通,取得良好、积极的合作氛围。经常性的交流会及时发现一些问题,避免渠道摩擦恶化升级。
    酒店在评价渠道业绩时,不能只看该渠道成员的预订数量,还要考虑其订单质量,给酒店带来的利益,比如有的旅行社带来的订单并不是很多,但其带来的客人消费水平高,利润可观,不能小视。

Duties as a member of the excellent marketing channels, the market area and the rights and responsibilities of members of the various channels is divided

   (1) in co-operation at the beginning, should be clearly the responsibility of both the right division, clear promotion who is responsible for the problem, the commission standard is, how the balance sheet, so as not to lead to future cooperation hinder the unknown responsibility.
   (2) the market area of the channel members should be divided, so as not among the channel members vying for market frictions, conflicts, and some gaps in the market, no one development, affecting sales results; this "internal contradictions" phenomenon customer to question the level and capacity of the hotel business. Limited market potential for development or saturation, in particular, should be clear demarcation of the scope and responsibilities. Of course, this would depend on the specific circumstances, and sometimes restrictions are too harsh, will miss some market opportunities. Left for the good prospects for new markets can be broadly classified based on the greater flexibility.
   (3) determine the target and the deliberations of the travel intermediaries. These objectives should be measurable and available for hotels in the future evaluation of channel performance. The channels can be used to examine their own work situation.
   (4) channels, marketing costs, budgets, resource allocation and timetable should be in the marketing plan are reflected in order to ensure the unity of the marketing mix, as well as the progress of activities of each of the channel members.
   (5) based on a sincere willingness to cooperate, if they encounter different views should be in line with the principle of mutual agreement to resolve, in order to achieve the purpose of "win-win" (Both-Win).
   (6) to strengthen communication between the channel members, made good, positive atmosphere of cooperation. Regular exchange of timely detection of a number of issues, to avoid deterioration of the channel friction upgrade.
    In the evaluation of channel performance, the hotel can not just look at the booking number of the channel members, but also consider the quality of its order, the benefits to the hotel, for example, some travel agencies to bring the order is not a lot, but the guests consumer a high level, lucrative, and can not be overlooked.


 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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