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今年一月至六月,本刊组织开展了经销商(县级)生存实验活动,目的是针对经销商亏损现象,通过实证研究的方式对经销全过程跟踪,以找到亏损原因及解决办法。六个月来,在志愿者的配合下,使本刊专家组获得了大量的第一手资料,同时有一百余位正在从事经销活动的读者提供了更为广泛的实证和观点,使得我们能从单品经销过程研究跃升至整体经销活动过程研究,从志愿者个人经销活动分析跃升至经销商群体的整体分析,使我们的研究结论能在更高层面满足读者共性的、规律性的需求。本期的总结报告已经从营销技术与战术的探讨中跃升至对亏损原因的探讨,我们非常希望通过本次活动,能使经销商亏损现状有所改善。本次生存实验活动虽然结束了,但《营销实验场》栏目将继续开办下去,我们期待更多的业界同仁对大家共同关心的营销问题展开实验研究。
From January to June this year, the magazine organized the survival experiment activities for distributors (county level) in order to find out the cause of loss and its solution through the empirical research on the whole process of dealer distribution in the light of the phenomenon of dealer losses. In the past six months, with the help of volunteers, our group has obtained a great deal of first-hand information and at the same time, more than one hundred readers who are engaged in distribution activities have provided a wider range of positive experiences and opinions so that we From single product distribution process research jumped to the overall distribution activities of the process of research, from the analysis of individual volunteer distribution activities jumped to the dealer group overall analysis, so that our conclusions can be higher at a higher level to meet the reader's common, regular needs . This summary report has jumped from the discussion of marketing techniques and tactics to discussing the causes of losses. We very much hope that through this activity, the status quo of dealer losses will be improved. Although this experiment of living experiment is over, the column of “Marketing Experiment Field” will continue to run. We expect more industry colleagues to carry out experimental research on the marketing issues that everyone cares about.