弱势制造商营销渠道联盟构建——基于外贸型中小企业转型内销渠道建设的思考

外贸企业转型内销市场面临品牌弱势、营销人才缺乏、渠道模式建立困难等问题。处于弱势的外贸企业需选择合适的中间商，充分运用利益让渡提高中间商经济上的满意水平，为渠道伙伴提供优质的服务，与联盟伙伴建立良好的沟通机制实现信息共享，从而构建渠道战略联盟；通过实施区域市场深耕策略，提升在渠道联盟中的话语权，巩固渠道联盟的相互信任，提高联盟绩效，以建立稳定的区域营销网络。

Construction of the Marketing Channel Alliance among the Incompetent Manufactors

When try to shift to domestic market,foreign trade corporations are facing a lot of challenges,such as brand minority,lack of marketing talent,and difficulties in establishing a channel mode.Foreign trade enterprises at a disadvantage should select appropriate middlemen to form an channel alliance,deliver enough value to middlemen to improve their degree of satisfaction,render excellent service,build a good communication system to share and exchange information with their partners.Pushing for a greater say ...